This study establishes the applicability of benefit segmen
tation 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.
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