The Importance of Understanding Donor Preference and Relationship Cultivation Strategies
Relationship cultivation has been identified as a critical component of fundraising success. Cultivation strategies derived from interpersonal communication theory were identified and evaluated by the donors and fundraising team members from three nonprofit hospitals. Using co‐orientation methodology, statistical analysis reveals that donors and fundraisers agree that the six strategies are beneficial. However, their perceptions that they hold similar views as the other side were not accurate in terms of the magnitude of the ratings. These differences are discussed and suggestions are provided to bring both sides of the nonprofit organization‐donor relationship closer to agreement.