Competition for customers has different forms. This might take the form of competing with others for customers with similar offerings (i.e., brand level) or with less similar alternatives (i.e., category level). By extending the customer-oriented perspective, we analyze a two-level competitive fundraising market. Specifically, we analyze it through customers' perceptions and preferences to identify differences in their decision process. The diagnostic information obtained in such analysis can lead to a more effective strategy. Namely, customers utilize different characteristics of the offering in their decision process at different levels of competition to distinguish between alternative offerings. In addition, the competitive analysis provides insight into customers' loyalty in these environments – more organizational loyalty at the category than at the brand level. At the brand level, where customers switch suppliers (i.e., variety-seeking behavior), a viable strategy might be collaborating with other organizations with similar offerings to persuade customers to switch categories.