Targeting of Fund‐raising Appeals — How to Identify Donors
- 1 January 1988
- journal article
- research article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 22 (1) , 31-40
- https://doi.org/10.1108/eum0000000005265
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.Keywords
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