Community study suggests segmentation strategies

Results of a sample survey commissioned by a voluntary health organization in a major metropolitan area describes why individuals give their time and money to charitable organizations and what approaches are likely to result in such donations. Within demographic subgroups, the variables of age and income proved to be important factors with respect to why people gave and what appeals they prefer. The variables of gender and education were found to be of somewhat less importance. Findings were compared with a national Gallup study conducted in 1987. In an era of increasingly specialized marketing for all organizations, the findings offer voluntary and fund-raising organizations a basis for determining appropriate appeals for demographic segments in a community.