Do charitable causes need to segment their current donor base on demographic factors?: An Australian examination

AbstractModern charities are facing increasing pressures requiring them to use more effectively a range of marketing activities, and segmentation may be one such tool. The giving literature suggests that the demographic factors of gender and age might serve as appropriate segmentation criteria and this paper examines whether motivations of existing donors vary by age or gender. The results suggest that there may be limited benefits in segmenting existing donors and that charities may be able to use similar promotional strategies for all existing donors. Copyright © 2002 Henry Stewart Publications