Market segmentation for fund raisers
Scott M. Smith Ph.D., Leland L. Beik Ph.D.
Journal of the Academy of Marketing Science · 1982 · Volume 10 · Issue 3
Abstract
An analysis to define or segment contributor markets is fundamental to fund raising for charities and other nonprofit organizations. By using the concept on market segmentation, such organizations can aim their efforts toward those target segments most favorable to the particular philanthropy. The article shows how segmentation procedures, well tested in the field of marketing, can be applied by all types of fund-raising organizations. The procedures are particularly effective if based on marketing research. The article concludes by suggesting how tactical use of the marketing mix can be combined in a fund-raising strategy.
Keywords
Income, Census Tract, Nonprofit Organization, Market Segmentation, American Market Association
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