It's time for a new type of fundraising relationship, says Tony Elischer.

Relationship marketing is getting ever more complex, with more demands, more options, more expectations, shorter attention spans and greater cynicism about the approaches and techniques. Naturally the commercial sector continues to innovate at every level realising that building brand trust and a reputation for delivery is critical to future success.

Two key things play on my mind: have we given up on relationship building? Are we measuring the right things in our marketing?

Modern relationships are complex, so how can a charity truly claim to have a relationship with more than 1 or 2 per cent of its donors, at best? The more successful a charity is, generally, the larger the supporter base and consequently the larger the challenges of delivering what donors really want. It is easy to kid ourselves that we are investing in ‘state of the art’ eCRM systems that are driving our relationship management but the truth is that we are way behind the commercial sector in what we can deliver for our supporters. It’s obvious; we lack the financial resources, the time and the right level of competence to drive this thinking.

Much has been written in the sector lately about what we are measuring and why ROI is too blunt a tool, but the reality is that the economic climate, the competitive environment and the need to drive harder, all focus us on delivery of money. No matter how much we build the case for focusing on lifetime value and sustainable long-term relationships, our executive boards and financial colleagues continue to push for money today, pretty much, at all cost.

We need to break free. We must find a new focus on building relationships and value for our supporters – what I am now calling ‘fundraising without fundraising’. While we must continue with strategies that deliver income in the short term, there is no reason why we cannot place greater emphasis on creating a portfolio of actions and communications that will enhance people’s feelings about us and build greater trust. Notice I am deliberately backing away from pursuing relationships? Relationships will happen if and when, but are perhaps simply too demanding in this current marketplace. I used to place loyalty at the end of the fundraising cycle, but now I think we must focus on ‘belonging’, which is a much wider, more realistic and flexible destination.

Fundraising without fundraising embraces many recent highlights in evolving not-for-profit marketing. Social media, for instance, must be recognised as a vital part of the mix, which may not directly deliver money but it creates amazing opportunities for supporters to connect on their terms, through their world with like-minded individuals. More charities need to integrate different social media channels into the mix.

We should stop also using the term ‘recruitment’ and focus on inspiring messages which draw people to our mission and vision. Inspiration will make people react inwardly and outwardly, beginning a possible journey of exploration.

Stories go hand-in-hand with inspiration, but we should tell stories where the ending isn’t the need for a monthly gift of £5 – fundraisers’ version of ‘happily ever after’.

Many of us have so much data, but we seem to keep it reserved for limited numbers of fundraising staff. We need to get smarter with data.

Fundraising without fundraising also means ‘friendraising’ – that cringe-worthy phrase we all dismiss. Stop and think about your personal friends, how you talk to them and socialise with them. I lead a busy life and I like the fact that my friends are there for me and we connect when and how we can, it feels natural. Charities still believe that every communication has to follow a formula, a timetable and end with a financial ask; if I treated my friends like that it would be the end of many beautiful friendships!

Fundraising without fundraising is not a new school of fundraising; it is simply a conversation-starter for every fundraiser, team, department and strategy.

We must believe in our causes and brands and the fact that if we connect with people in the right way, people will want to give. “Build it and they will come.”