Relationship marketing in the not-for-profit sector: an extension and application of the commitment-trust theory

Major contributions to the model of relationship marketing include (1) replacing the relationship benefit construct with two new constructs-material benefits and nonmaterial benefits; (2) extending the communication construct to include items that reflect the two-way nature of the dyad between the funders and the NPO; (3) demonstrating the significance of nonmaterial benefits as a mediator of the link between trust and commitment; (4) highlighting the lack of significance of material benefits and termination costs as drivers of commitment. The model provides fundraisers in the NPO sector with a framework to understand and improve their relationships with organisational funders.