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References (5)
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C. Octon (1983)
A Re‐Examination of Marketing for British Non‐Profit OrganisationsEuropean Journal of Marketing, 17
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U. Yavas, G. Riecken (1985)
Can volunteers be targeted?Journal of the Academy of Marketing Science, 13
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10.2307/3150766
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A. Mille (1981)
Fund Raising Consultancy and PREuropean Journal of Marketing, 15
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0140-9174
- DOI
- 10.1108/eb027856
- Publisher site
- See Article on Publisher Site
Abstract
Selected differences observed among segments of the public in terms of socioeconomic 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 socioeconomicsociographic 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 marketingadvertising strategies.
Journal
Management Research News – Emerald Publishing
Published: Jan 1, 1985