Benefit segmentation for fund raisers
Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 1
Abstract
This study establishes the applicability of benefit segmentation to gift giving behavior in American philanthropy. Dimensions of the fundraising ‘product’ and resultant benefit segments are developed from a sample of donors across the continental United States. Five donor segments are presented that demonstrate face validity, predictive validity, and strategic practicality. Both donor and community-based socio-economic characteristics are important descriptors of differences between donor segments. Implications of these findings are discussed.
Keywords
Income, Consumer Research, Wall Street Journal, Survival Service, American Market Association
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