Investigating the Usefulness of Three Classes of Measures for Characterising a Taxonomy of Donors: A Brief Survey Report

Selected differences observed among segments of the public in terms of socio‐economic and sociographic characteristics, raise the hope that donors of voluntary contributions can be defined through behaviouristic giving variables, which can be profiled and accessed. Data collected from telephone interviews in Indiana regarding giving behaviour and socio‐economic/sociographic characteristics of the sample, plus individuals' media exposure, suggests that such surveys can isolate segments which are different in their giving orientations, and can aid the targeting of marketing/advertising strategies.