The focus of this monography is to identify the way used by of Igreja Universal Do Reino de Deus to caption and keep their faithful, including your captivation and retention of faithful, communication and captivation of finance resourse. Such proposal is based on Marketing Principles, more specifically regarding Relationship Marketing, Consumer Behavior, Segmentation and Communication. The study applied a descriptive methodology and was put into practice by means of bibliographic revision and field research. The results demonstrated the existence of significative relation among social and psychological frequenter needs satisfaction and the IURD`s success.