AbstractRespondents in 103 medium‐sized charities completed a mail questionnaire designed to explore the nature of the relationships between these charities and their advertising agencies. It emerged that some, but not all, of the factors known to influence interactions between agencies and their commercial clients were equally relevant within the charity sector. Variables crucial to charity clients' levels of satisfaction with their advertising agencies included agency provision of functional assistance with media planning and the creative design of advertisements, trust and an agency's willingness to act as a member of its client's team, and the ability to generate new ideas. Additionally, an agency's experience of work within the charity sector and its empathy with charitable aims, ideals and philosophies were key determinants of satisfaction ratings. Assistance with market research and public relations and an agency's ability to offer extensive ancillary services did not appear to exert significant influence.