A Grounded Theory Study of Major Gift Fundraising Relationships in U.S. Higher Education

Nurturing relationships with major donors is a priority for nonprofits, and “relationship fundraising” is the dominant paradigm. This grounded theory study addressed practical needs and a dearth of research by analyzing how fundraisers develop relationships. In a first-of-its-kind study, we intervie...

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Bibliographic Details
Published in:Nonprofit and voluntary sector quarterly 2022-10, Vol.51 (5), p.1054-1073
Main Authors: Shaker, Genevieve G., Nelson, Deanna
Format: Article
Language:English
Subjects:
Donors
Fund raising
Gifts
Grounded theory
Higher education
Intention
Marketing
Nonprofit organizations
Social psychology
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Summary:Nurturing relationships with major donors is a priority for nonprofits, and “relationship fundraising” is the dominant paradigm. This grounded theory study addressed practical needs and a dearth of research by analyzing how fundraisers develop relationships. In a first-of-its-kind study, we interviewed 20 pairs of higher education fundraisers and major donors (n = 40) from multiple U.S. institutions. We discovered five tiers of relationships from a basic connection, personalized association, confident relationship, purposeful partnership, to a consequential bond. Fundraisers initiated the progression until the final tier; the theoretical model shows their intentionality in the relationships’ development. Major gifts occurred in all tiers. The model illustrates how fundraisers build relationships, explores donors’ expectations, and affirms the relational nature of major gift fundraising. It provides some of the only empirical evidence regarding major donors, and the relationship fundraising philosophy touted in practitioner literature. The analysis reveals connections to theories from social psychology and relationship marketing.
ISSN:0899-7640
1552-7395
0899-7640
DOI:10.1177/08997640211057437