# Relationship Marketing rebrands to R Fundraising

- Link: https://fundraising.co.uk/2011/10/13/relationship-marketing-rebrands-r-fundraising/
- Published: 2011-10-13T10:41:29+01:00
- Author: Howard Lake

**Telephone fundraising agency Relationship Marketing has announced that as of 13th
October they will change their name to R Fundraising. **

This change comes with the company’s move to being focused on recruitment of new
donors and being seen very much as a ‘donor recruitment agency’.

The established Donor Investment Programme is really working for many charities 
in Scotland and a few in England, now is the time for charities in the rest of the
UK to recruit donors with good lifetime value. Donor retention will still be part
of the service offering.

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Alan Clayton, CEO said:

“There is room in the market for a donor recruitment agency. It has been harder 
and harder to recruit new donors with high costs and high attrition. We believe 
we have an approach that is really working, and getting not only long term committed
givers but loyal cash donors as well.”

Hugh McCaw, Founder of Relationship Marketing, said: ”I am excited to see the next
phase of the company. The main focus for R Fundraising is to make sure we continue
to build rapport with donors, connecting them to the beneficiaries and showing them
the impact of their donations.”

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