A framework for evaluating the relational extent of a relationship marketing strategy: The case of nonprofit organizations

This study argues that relationship marketing offers a strategy amenable to nonprofits interested in donor relations. A framework for operationalizing the relational extent of marketing strategy is developed based on Rogers’ interpersonal theory. The framework specifies accessibility, accountability, commitment, enhancement, and positive regard as salient components of a relationship strategy. This framework is employed among a class of nonprofit organizations and correspondence analysis results attest to the utility of the framework.