Skip to main content
SpringerLink
Log in

Benefit segmentation for fund raisers

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Americans Volunteer 1985 1986. Washington DC: The Independent Sector.

  • Andreasen, A. R. 1982. “Nonprofits: Check Your Attention to Customers.”Harvard Business Review (May–June): 105–110.

    Google Scholar 

  • — 1985. “A Marketing Challenge for United Way.”Community, September: 14–16.

    Google Scholar 

  • Beik, L. L. and S. M. Smith 1977. “Contribution Segmentation: Improved Fund Raising for the American Heart Association.” Dallas TX: The American Heart Association.

    Google Scholar 

  • Bogdanich, W. 1985. “It's Hard to Tell Good Charities From the Bad.”Wall Street Journal January 25: 23.

    Google Scholar 

  • Bonaguro, J. A. and G. Miaoulis 1983. “Marketing: A Tool for Health Education Planning.”Health Education (January–February) 9.

    Google Scholar 

  • Buzzell, R. D. 1970.How Can Research Contribute to Improved Marketing in Non-Business Organizations. Boston: Marketing Science Institute.

    Google Scholar 

  • The Chronicle of Higher Education 1988. “Wealthy People Give Less Generously Than Once Thought, Survey Finds.” October 26: A37–A39.

  • Curti, M. 1983. “American Philanthropy and the National Character.” in (ed.) Brian O'Connell,America's Voluntary Spirit New York: The Foundation Center: 161–179.

    Google Scholar 

  • Danko, W. D. and T. J. Stanley 1986. “Identifying and Reaching the Donation Prone Individual: A Nationwide Assessment.”Journal of Professional Services Marketing 2 (Fall/Winter): 117–122.

    Google Scholar 

  • Edmondson, B. 1986. “Who Gives to Charity?”American Demographics November: 45–49.

    Google Scholar 

  • Engelman, L. and J. A. Hartigan 1983. “PKM 17.3. K-Means Clustering.” in (eds.) W. J. Dixon, et al.BMDP Statistical Software Berkeley, CA: University of California Press: 464–473.

    Google Scholar 

  • Farhi, P. 1988. “Contributions to Charities Set Record in ′87.”Wall Street Journal June 23: C1.

  • Fox, K.F.A. and P. Kotler 1980. “The Marketing of Social Causes: The First Ten Years,”Journal of Marketing 44 (Fall): 24–33.

    Article  Google Scholar 

  • Fraser, C., R.E. Hite and P.L. Sauer 1988. “Increasing Contributions in Solicitation Campaigns: The Use of Large and Small Anchorpoints.”Journal of Consumer Research 15 (September): 284–287.

    Article  Google Scholar 

  • Funkhouser, G.R. 1983. “A Note on the Reliability of Certain Clustering Algorithms.”Journal of Marketing Research 20 (February): 99–102.

    Article  Google Scholar 

  • Giving USA 1988. 1988 Annual Report. New York: American Association of Fund Raising Counsel.

  • Guy, B.S. and W.E. Patton 1989. “The Marketing of Altruistic Causes: Understanding Why People Help.”The Journal of Consumer Marketing 6 (Winter): 19–30.

    Google Scholar 

  • Haley, R.I. 1968. “Benefit Segmentation: A Decision-oriented Research Tool.”Journal of Marketing 32 (July): 30–35.

    Article  Google Scholar 

  • — 1971. “Beyond Benefit Segmentation,”Journal of Advertising Research 11 (August): 3–8.

    Google Scholar 

  • — 1984a. Benefit Segments: Backwards and Forwards.”Journal of Advertising Research 24 (February–March): 19–25.

    Google Scholar 

  • — 1984b. “Benefit Segmentation—20 Years Later,”Journal of Consumer Marketing 1 (2): 5–13.

    Google Scholar 

  • — 1985. “Developing Effective Communications Strategy: A Benefit Segmentation Approach.” New York: John Wiley & Sons.

    Google Scholar 

  • Haring, A. 1973. “Work or Welfare: An Attitude Segmentation of ADC Client.” New York: Human Resources Administration.

    Google Scholar 

  • Harvey, J.W. and K.F. McCrohan 1988a. “Fundraising Costs—Societal Implications for Philanthropies and Their Supporter.”Business and Society 27 (Spring): 15–22.

    Article  Google Scholar 

  • — 1988b. “Strategic Issues for Charities and Philanthropies.”Long Range Planning 21 (6): 44–55.

    Article  Google Scholar 

  • Hodgkinson, V.A. 1985. “Positioning Ourselves as a Sector: Research and Public Policy.”Journal of Voluntary Action Research 14 (April–September): 17–24.

    Google Scholar 

  • Klastorin, T.D. 1983. “Assessing Cluster Analysis Results.”Journal of Marketing Research 20 (February): 92–98.

    Article  Google Scholar 

  • Kotler, P. and A.R. Andreasen 1987.Strategic Marketing for Nonprofit Organizations, Englewood Cliffs, NJ: Prentice-Hall.

    Google Scholar 

  • Krech, D., and R. S. Crutchfield (1948).Theory and Problems of Social Psychology. New York: McGraw-Hill Book Co.

    Google Scholar 

  • Lamb, Jr. C. M. 1987. “Public Sector Marketing is Different.”Business Horizons 30 (4): 56–60.

    Article  Google Scholar 

  • Lovelock, C. H., and C. B. Weinberg 1984.Marketing for Public and Nonprofit Managers. New York: John Wiley & Sons.

    Google Scholar 

  • Marketing Canada as a Vacation Nation 1977. In B.M. Rusk, Y. Wind and M.G. Greenberg (eds.)Moving A Head with Attitude Research Chicago, IL: American Marketing Association.

    Google Scholar 

  • McElroy, K. M., and J. J. Siegfried 1986. “The Community Influence on Corporate Contributions.”Public Finance Quarterly 14 (October): 394–414.

    Google Scholar 

  • Mindak, W. A., and H. M. Bybee 1971. “Marketing's Application to Fund Raising.”Journal of Marketing 35 (July): 13–18.

    Article  Google Scholar 

  • Moore, L. F. 1983. “Organizational Imagery and Voluntarism.” In M. S. Moyer (ed.)Managing Voluntary Organizations Conference Proceedings, York University, October.

  • Myers, J. H., and M. I. Alpert 1968. “Determinant Buying Attitudes: Meaning and Measurement.”Journal of Marketing 32 (October): 13–20.

    Article  Google Scholar 

  • Punj, G., and D. W. Stewart 1983. “Cluster Analysis of Marketing Research: Review and Suggestions for Application.”Journal of Marketing Research 20 (May): 122–123.

    Google Scholar 

  • Rich, S. 1987. “Few Rich Are Exceptionally Charitable, Study Says.”The Washington Post September 21: A12.

  • Riecken, G., and U. Yavas 1986. “Seeking Donors via Opinion Leadership.”Journal of Professional Services Marketing 2 (Fall/Winter): 109–116.

    Google Scholar 

  • Ryan, D., and R. Murdock 1986. “Identifying and Nurturing Core Donors.”Fund Raising Management 16 (February): 20–32.

    Google Scholar 

  • Shapiro, B.P. 1973. “Marketing for Nonprofit Organizations.”Harvard Business Review (September–October): 43–52.

    Google Scholar 

  • Smith, S. M. 1980. “Giving to Charitable Organizations: A Behavioral Review and A Framework for Increasing Commitment.” in Jerry C. Olson (ed.),Advances in Consumer Research 7. Ann Arbor MI: The Association for Consumer Research: 753–756.

    Google Scholar 

  • Steiber, S.R., and J.A. Boscarino 1983. “Qualitative Forecasting Tools Help to Pinpoint Health Care Market Segments.”Marketing News October: 4.

    Google Scholar 

  • Steinberg, M., G. Miaoulis, and D. Lloyd 1982. “Benefit Segmentation Strategies for the Performing Arts.” In1982 Educators Conference Proceedings B.J. Walker (ed.): 289–293.

  • Tabachnick, B. G. and L. S. Fidell 1983.Using Multivariate Statistics New York: Harper and Row.

    Google Scholar 

  • TQ ConsultantsThe Hoover Awards for Marketing 1978 1978. Victoria, Australia: TQ Consultants, summarized in Lovelock and Weinberg,op cit, Lovelock, C. H., and C. B. Weinberg 1984.Marketing for Public and Nonprofit Managers. New York: John Wiley & Sons. 1984: 411–412.

  • Traynor, K. 1981, “A Benefit Analysis of Higher Education Using Multiple Discriminant Analysis.” In J. H. Donnelly and W. R. George (eds.)Marketing of Services. Chicago IL: American Marketing Association: 129–133.

    Google Scholar 

  • Varadarajan, P. R., and A. Menon 1988. “Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.”Journal of Marketing 52 (July): 58–74.

    Article  Google Scholar 

  • Wall Street Journal 1988. Business Bulletin—A Special Background Report On Trends in Industry and Finance. June 30: 1.

  • Yavas, U., G. Riecken, and R. Parameswaran 1980. “Personality, Organization-Specific Attitude, and Socioeconomic Correlates of Charity Giving Behavior.”Journal of the Academy of Marketing Science 9 (Winter): 52–64.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. George Mason University, Fairfax, USA

    James W. Harvey

Authors
  1. James W. Harvey
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Harvey, J.W. Benefit segmentation for fund raisers. JAMS 18, 77–86 (1990). https://doi.org/10.1007/BF02729764

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF02729764

Keywords

Search

Navigation