Purpose: The purpose of the essay is to result in recommendations for how non-profit organizations work with signing new and keeping existing donors can be improved.

Methology: The thesis has a hermeneutic view. It does not have the intention to lead to generalizations, although the result could lead to new knowledge, increased  understanding and deepened insight based on well thought-out interpretations. Furthermore, the thesis has a deductive approach. The research method is qualitative and the objectivity has been sustained by not enter personal values and views until the discussion section. It is a case study and semi-structured interviews have been done with two non-profit organizations, two individual donors and three donating/sponsoring companies.

Theoretical perspective: The essay proceed from theories in development, fundraising, communication and customer relations. The development theory focuses on five phases of fundraising which go through different cycles of fundraising. In the fundraising theory it is focused on central tools of fundraising, development, encouragement for donation and campaign theories. The value theory empathises the relationship between the non-profit organization and the donors, and the donor’s motivation for donation. In the communication theory section is the adaptation between a non-profit organization and its donors brought up.

Empiric: The empiric is a condensed version of the material studied and interviews made for this thesis.

Conclusion: Simplicity is important when it comes to donations. According to the donors, the trustworthiness of the non-profit organizations is important. It is also important to build a relation between the donor and the non-profit organization. When both heart and mind of the donor is involved value is created and donations are motivated.