Journal of the Academy of Marketing Science

, Volume 18, Issue 1, pp 77–86

Benefit segmentation for fund raisers

Authors

  • James W. Harvey
    • George Mason University
Article

DOI: 10.1007/BF02729764

Cite this article as:
Harvey, J.W. JAMS (1990) 18: 77. doi:10.1007/BF02729764

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.

Copyright information

© Academy of Marketing Science 1990