Funding ministry often feels like a constant struggle. Growing financial leaders can quickly dissolve into repetitive asks and transactional relationships that leave both donors and ministries feeling uninspired. Enter Mark Duncan, a seasoned generosity expert with over 25 years of experience. He advocates for a transformational approach called Relationship Fundraising—a donor-centric method that increases donations and fosters lasting, meaningful connections.
If you're looking to build a more effective financial leader strategy, this guide will walk you through the core principles of Mark Duncan’s Relationship Fundraising Method, why it works, and how you can implement it to transform your ministry funding.
Relationship Fundraising is a donor-centric approach designed to create deeply meaningful and trusting partnerships between nonprofits and their supporters. Unlike traditional transactional fundraising, this model focuses on building relationships by prioritizing the donor's values and passion for your organization’s mission, rather than solely focusing on financial transactions.
This concept is rooted in the belief that donors deserve to feel like partners in the mission, rather than just a source of funds. By investing in these relationships, ministries are far more likely to experience sustained and increased giving.
Traditional fundraising methods often center on achieving short-term financial goals, like annual campaigns or event-driven donations. While these methods may achieve immediate success, they rarely encourage long-term engagement. On the other hand:
Mark Duncan sums this up best when he says, “Focus on doing something FOR your donors, not just asking for something FROM them.”
At the heart of Relationship Fundraising is the ability to build trust and authentically connect with your donors. This process starts with active listening, understanding donor motivations, and communicating transparently.
For example, during donor meetings, instead of leading with a pitch, ask questions like:
Understanding your donor’s personal story and motivations allows you to position your mission as a meaningful outlet for their generosity.
A large gift is about more than just financial capacity—it’s about aligning with donors whose passions match your organization’s mission. Mark Duncan highlights this step as critical. By understanding both a donor’s financial abilities and the causes they care deeply about, nonprofits can cultivate mutually fulfilling partnerships.
For instance, rather than targeting wealthy individuals broadly, your team should focus on those who share similar faith values or emotional connections to your programs. This not only secures funds but also deepens trust, as the donor feels genuinely connected to the impact their gift will make.
Instead of "asking" for donations, successful fundraisers present giving as a chance to create meaningful change. For example, imagine presenting this narrative to a donor:
When donors see their gift as a catalyst for real impact, giving becomes more exciting and fulfilling.
Donors are not all at the same stage in their giving journeys. It’s crucial to listen, empathize, and understand their emotional and spiritual connections to your work. Some may be ready to make a large gift today, while others need nurturing over time—through updates, stories of impact, or small engagements.
Relationship Fundraising doesn’t end with a single gift. Stewardship is key to sustained support. Keep your donors closely involved by:
Creating a community of gratitude and partnership ensures donors stay invested in your mission.
The results speak for themselves—ministries that adopt a donor-centric approach see stronger financial sustainability and deeper donor loyalty. For example, Mark Duncan has managed multimillion-dollar campaigns and helped nonprofits double their major gift contributions by employing these principles.
Adopting Relationship Fundraising transforms donor engagement into meaningful partnerships, unlocking generosity that sustains ministries for years to come. By prioritizing relationships over transactions, you not only raise more money but also deepen your connection to the community you serve.
To help guide your nonprofit on this path, Mark Duncan and the Horizons team offer tailored coaching and learning resources. Whether you are new to fundraising or looking to refine your strategy, they’ll equip your team with the skills and confidence to approach major donors effectively.
Learn more about Mark Duncan’s video series, coaching services, and resources for Relationship Fundraising.
Join the movement today and cultivate generosity that lasts.