Using psychographics for major donor cultivation

Not-for-profit organisations can use psycho-graphics — defined as values, attitudes and lifestyle particulars — to help determine the general type of programme or project the potential donor is likely to find of interest and the best time in its lifecycle to involve the donor. Donors and prospects provide visible ‘clues’ that fundraisers can use to predict their most likely areas of funding interest and willingness to take risks. This can be the key to quicker decision making on the part of the major gift prospect.