Tag Archives: new donors

Promoting giving to charity is like marketing discretionary purchases

Posted on January 31, 2012 by

Getting more people to give to charity = getting people to change their behaviour. That is, it’s a marketing job. The same as getting you to buy Coke rather than Pepsi, or to buy stilton outside Christmas, to buy a … Continue reading →

Posted in Donor behaviour & giving stats, Fundraising | Tagged , , , , , , , | 3 Comments

Who gives to charity, why, who doesn’t, why not & what to do about it

Posted on January 28, 2012 by

A segmentation based on Maslow’s hierarchy of needs is helpful in showing who gives, who doesn’t, and how to get more people giving more substantially and more often. This paper describes the segmentation, gives the data about giving behaviour and recommendations of … Continue reading →

Posted in Donor behaviour & giving stats | Tagged , , , , , , , , , | 3 Comments