Targeting of Fund‐raising Appeals — How to Identify Donors

Abstract

How the application of multivariate analysis can aid charities in improving their fund raising appeals is demonstrated. Using a major UK charity as an example and analysing the socio‐demographic, awareness and psychographic profiles of nearly 500 respondents, the scope for market segmentation and a priori identification of potential donors is explored.

Citation

Schlegelmilch, B.B. (1988), "Targeting of Fund‐raising Appeals — How to Identify Donors", European Journal of Marketing, Vol. 22 No. 1, pp. 31-40. https://doi.org/10.1108/EUM0000000005265