An Abstract on AEL as a Fundraiser’s Relationship-Building Tool

Abstract

Building a relationship with a major gift donor is an important form of fundraising for a nonprofit because the financial gift is large, and it is generally a more effective use of solicitation of dollars than short-term low-dollar amount contributions (MacMillan, Money, Money, & Downing, 2005). When this strategy is employed, the role of the fundraiser becomes that a relationship manager tasked with building trust and developing mutual goals with the donor through effective communication. Over the past decade, the emphasis on building and continually nurturing the relationship between major donors and nonprofits has been prominent in the literature (Burnett, 2002; Schervish, 2005). The importance of good communication and particularly listening on the fundraiser’s part is widespread through major donor case studies but tends it to be anecdotal in nature rather than treated as an important construct that deserves empirical investigation from a fundraising point of view (Breeze, 2011; Burnett, 2002; Schervish, 2005). In the fundraising literature, only one study has empirically investigated the role of listening as a part of good communication between the nonprofit and donor, and it was found to be positively related to higher levels of trust and nonmaterial benefits (MacMillan, Money, Money, & Downing, 2003).