Relational fundraising is the practice of building trust, fostering long-term connections, and engaging donors in a way that feels personal and meaningful.

In short: relational fundraisers are fundraisers who do their homework.

Relational fundraising works for any organization–whether you’re a nonprofit, advocacy organization, political campaign, PAC, consultant, or anyone else seeking a mission-aligned supporter.

At DonorAtlas, we believe that relational fundraising is the smartest way to raise money. That’s not to say other methods don’t work when applied well (digital, SMS, email programs, etc); but any organization with the time and resources to implement it will tell you relational fundraising is the way to go.

There are many ways to do relational fundraising, and it can be a part of other common strategies like moves management or major gift solicitation.

Let’s dive into what a good relational fundraising process looks like:

Step 1: Do deep donor research

Before making an ask, take the time to understand your donor’s background, interests, and giving history. DonorAtlas makes this easy, but you can also use other tools or even free resources to identify past contributions, interests, and any personal connections that might help establish common ground. The more you know, the more tailored—and successful—your approach will be.

Step 2: Leverage your connections into introductions

A warm introduction is always better than a cold pitch. Identify mutual contacts who can make introductions, provide credibility, or help frame the conversation. Whether it’s a board member, an industry peer, or a past donor, these relationships can make all the difference in opening doors and building trust. We’ve recently built features to make this daunting process easier!

Step 3: Make the first meeting count

Treat your first meeting with a potential donor as a chance to connect, not close. Come prepared with your research from Step 1 and a clear goal: learn more about their interests, share why your work matters, and leave with a next step. That next step might be a second conversation, an event invite, permission to send a proposal or other materials, or something else. Focus on listening and growing a real, aligned relationship with the donor (or to respectfully part ways, if they’re not the right fit!)

Step 4: Take ongoing notes

Donor relationships aren’t built in a single conversation. Keep track of key details—interests, past gifts, personal milestones, and any touchpoints you’ve had. A well-maintained donor file ensures that every interaction feels personal and strategic, making future asks more natural and effective. DonorAtlas can help you do the research in the first place, but be sure to use your CRM well if you want to streamline Step 3 even further.

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Thoughts on this piece or want to get in touch? Send me an email (will@donoratlas.com), I’m always happy to start a dialogue :)