Fundraising is one of the most critical disciplines regarding the nongovernmental organization's market nowadays. Those who will master it are going to win the competition for the sustainability and freedom through the partnerships with the (major) donors. This thesis defines core of this process, it means the relationship between the NGO and it's fundraiser, and subsequently, between the fundraiser and any potential donor. Moreover, we are going to talk about the behavioral economy and couple of ways how we can use it in terms of Fundraising. Then the last part describes a bit from the Guerrilla marketing cuisine, as we can't do anything properly since we don't have any publicity about it.

El presente trabajo analiza los principios teóricos y conceptuales que componen el modelo “The Golden Stakeholder Circle”. La metodología empleada en este artículo corresponde al desarrollo de un paradigma naturalista e interpretativo, porque se estudia la gestión de las relaciones de las partes interesadas y se trata de comprender, analizar e interpretar la fenomenología de los conflictos sociales, centrándonos en la estructura del modelo, con el fin de comprender a cabalidad sus partes y generar nuevos conocimientos a partir del estudio de la literatura del modelo. Por ello se optó por recolectar y analizar el material bibliográfico empleado por Cesar Saenz para la elaboración de su modelo. Asimismo, se decidió analizar y comparar los datos e información sobre las teorías y conceptos empleados en dicho modelo con estudios y artículos de investigación en donde se desarrollaron casos en contextos similares y que exploraron algunas de las líneas de investigación que el autor empleó para construir su modelo. Finalmente, se complementó la información de los alcances del modelo con los aportes y descubrimientos de los otros estudios. / This work analyzes the theoretical and conceptual principles that make up the model “The Golden Stakeholder Circle”. The methodology used in this article corresponds to the development of a naturalistic and interpretive paradigm, because the management of stakeholder relationships is studied and it is about understanding, analyzing and interpreting the phenomenology of social conflicts, focusing on the structure of the model, in order to fully understand its parts and generate new knowledge from the study of the model's literature. For this reason, it was decided to collect and analyze the bibliographic material used by Cesar Saenz for the elaboration of his model. Likewise, it was decided to analyze and compare the data and information on the theories and concepts used in said model with studies and research articles where cases were developed in similar contexts and that explored some of the lines of research that the author used to build his model. Finally, the information on the scope of the model was complemented with the contributions and discoveries of the other studies. / Trabajo de investigación