College of Liberal Arts
Communication Studies Department
BA in Communication Studies
The forming of a relational connection between a caller and prospective donor in telephone fundraising is a vital step in successful engagement of charitable participation. This study aimed to fill a gap in current fundraising research by analyzing the direct connection between time spent building rapport and fundraising success. Data from a higher education call center in the Western United States was used to conduct a standard linear regression analyses. The amount of time spent building rapport was found to significantly influence payment type and amount of a philanthropic donation. A greater amount of time spent building rapport lead to both a more desired method of payment and a higher donation by the prospect. These findings have important implications for the use and implementation of rapport building in higher education fundraising.