Exploring the Role of Special Events in Relationship Fundraising

Jason L. Jensen, Ph.D.
Full Professor
University of North Dakota

Benjamin J. Kassow, Ph.D.
Bernhoft Faculty Fellow
Associate Professor of Political Science
University of North Dakota

Genevieve Shaker, Ph.D.
Professor of Philanthropic Studies and Donald A. Campbell Chair in Fundraising Leadership
Indiana University Lilly Family School of Philanthropy

Paul E. Sum, Ph.D.
Professor of Political Science
University of North Dakota
Exploring the Role of Special Events in Relationship Fundraising
Jason L. Jensen, Benjamin J. Kassow, Genevieve G. Shaker, Paul E. Sum
Jensen, J. L., B. J. Kassow, G. G. Shaker, and P. E. Sum. 2026. “Exploring the Role of Special Events in Relationship Fundraising.” Nonprofit Management and Leadership 1–24. https://doi.org/10.1002/nml.70067.
The relationship fundraising paradigm conceptualizes charitable giving as an outcome of ongoing interpersonal engagement between donors and organizations, often depicted in practice as a cyclical process with multiple phases. This study examines how special events—a widely used but understudied relationship fundraising tool—factor into this cycle and whether they are associated with gift-giving. We analyze whether the number of events attended and event characteristics—length, intensity, and intimacy—shape three dimensions of giving: any gift, gift amount, and major gift likelihood. Using longitudinal data from a university foundation, we find that event participation operates as a cumulative mechanism, with repeated attendance strongly associated with donor giving, and more modestly associated with gift amount, but only weakly linked to major gift outcomes. Event characteristics exhibit distinct temporal dynamics: event intimacy is positively associated with near-term giving but attenuates over time, while longer and more intensive events are associated with increased participation over extended horizons but do not promote major gift conversion. Rather, major gifts are better predicted by intense one-on-one engagement with staff as well as donor wealth. These findings suggest that events play a differentiated role in the fundraising cycle—facilitating broad engagement and early-stage relationship development while remaining secondary to donor capacity and individualized cultivation in generating major gifts. The study advances theory by introducing a temporal and conditional perspective on event-based engagement and offers practical guidance for aligning event strategies with donor development pathways.
Jason L. Jensen is a Full Professor at the University of North Dakota. He earned his Ph.D. in Public Administration from the University of Kentucky. Dr. Jensen’s research spans public administration, public policy, organizational behavior, and nonprofit management. Dr. Jensen has held several leadership roles at UND, including Associate Dean of the College of Business and Public Administration and Executive Director of the Institute of Policy and Business Analytics, which he helped found.
Benjamin J. Kassow is the Bernhoft Faculty Fellow and is an Associate Professor of Political Science at the University of North Dakota where he teaches courses related to law and courts, research methods, and public policy. Dr. Kassow’s research focuses on judicial decision-making, how the public views legal institutions and outcomes in terms of legitimacy, and methodologically, focuses on the creation of new measurements that address important unanswered questions.
Genevieve G. Shaker, PhD, is a professor of philanthropic studies and the Donald A. Campbell Chair in Fundraising Leadership at the Indiana University Lilly Family School of Philanthropy. In her two decades as university fundraising and communications professional, she helped Indiana University connect with supporters and achieve significant goals. Dr. Shaker’s research explores fundraising, the fundraising profession, donor-fundraiser relationships, donor advised funds, and the philanthropic dimensions of higher education. Her work often bridges scholarship and practice, with books including Faculty Work and the Public Good, Fundraising Principles for Faculty and Academic Leaders, and the widely used textbook Achieving Excellence in Fundraising (5th edition).
Paul E. Sum is a Professor of Political Science at the University of North Dakota where he teaches courses in Political Behavior and Comparative Politics. Sum’s research agenda explores various aspects of political attitudes, behavior, and culture, with an emphasis on cooperation, sources of inequalities, and the relationship between civil society and democratic citizenship. In addition to serving as Chair of his Department, Sum is an active board member in multiple organizations including the Fulbright Association – North Dakota chapter and the Grand Forks Public Library.









