Moving Fundraising from Transactional To Relationship-Centered
Relationship-centered fundraising places the donor’s story, values, and experience at the heart of every strategy. Instead of asking “How do we get more money?” the core question becomes “How do we help this donor live out their generosity in a meaningful way?”
This shift has tangible financial impact. Longitudinal research and sector trends consistently show that organizations investing in personalized, relationship-based approaches see higher retention, larger average gifts, and more frequent upgrades over time. In other words, prioritizing connection is not a “soft” strategy; it is a disciplined pathway to long-term revenue growth.
What Is Permission-Based Asking?
I recently had Jeff Schreifels on my show and he frames “permission-based asking” as a transformational way to engage donors with confidence and authenticity. Instead of pushing a predetermined ask, fundraisers move at the donor’s pace, checking in at each step to confirm interest, readiness, and comfort.
At its core, permission-based asking is about mutual respect. The fundraiser is transparent about the purpose of the conversation, invites the donor to opt in (or out), and treats “no” or “not yet” as valuable information—not a failure. This reduces pressure for everyone involved and dramatically improves the quality of donor relationships over time.
A Step-By-Step Permission Ask
While every conversation is unique, here is a permission-based approach example that can focus your conversation.
–Set the frame and ask to explore
-Share a focused impact story
–Check for resonance
–Invite collaboration on the solution
–Make a clear, right-sized invitation
–Confirm next steps and gratitude