Last month, Relationship Marketing launched a study to identify what fundraisers thought stewardship was. The fundraising agency said it had been defined variously as "donor care", "relationship fundraising" and "just being nice to people" (Third Sector, 11 June).
Twenty-six per cent of respondents thought that "sustaining the pool of public donations" was an essential part of stewardship, but 64 per cent felt that "ensuring donors give more for longer" was not a vital element.
Gordon Michie, director of development at Relationship Marketing, said: "There isn't really any part of the survey that gives the impression that fundraisers are speaking with a single voice."
The full results will be published in October.