Beyond Transactions: How Relationship Fundraising Builds Donor Loyalty and Lifetime Value

About a decade ago, we partnered with Drs. Adrian Sargeant and Jin Chang to sponsor their research on relationship fundraising. On this episode of the Go Beyond Fundraising podcast, Allegiance Group + Pursuant’s Chief Strategy Officer, Trent Ricker, revisits that research to see what lessons still hold — and where there’s room to grow. With donor acquisition and retention becoming more challenging, nonprofits must move beyond transactional fundraising and forge deeper connections with their supporters. By doing so, they can build long-term support and boost their donors’ lifetime value. This conversation explores how relationship fundraising helps nonprofits increase donor loyalty and longevity, retain more supporters, and attract younger generations. We also share strategies fundraisers can use to turn one-time transactions into long-standing relationships with donors who care about your cause. Want a deeper dive? Download a free copy of “How Relationship Fundraising Works” to unlock the potential of donor-centric fundraising in your organization.