Socioeconomic and Behavioral Correlates of Donor Segments: An Application to United Way

Document Type

Article

Publication Date

2-19-1993

Description

Past donation behavior studies typically compared donors and nondonors to a myriad of altruistic cause organizations. This study supersedes prior studies by generating a tripartite taxonomy. Based on self-reported donation behavior, respondents are as-signed to one of three groups: Nondonors, sporadic donors, and consistent donors. The three groups are compared on socio-demographic characteristics and levels of perceived risk in donating money to United Way. Recommendations are made to aid local United Way agencies in fund raising activities.

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