| Abstract: | This paper discusses the findings of research carried out into the application of market segmentation in the charity sector. Four hundred and ten of the top performing charities (as ranked by income from voluntary donations) were surveyed to determine what techniques of segmentation they apply to their database. They were also asked to indicate how this information is used to inform and determine appropriate fundraising strategies. The findings show that with the exception of a few large organisations, the concept of market segmentation is as yet not utilised to its full potential in the development of successful fundraising strategy. |
