Sargeant A
Fund Raising Manage. 1995 Jul;26(5):14-6.
This article discusses the key findings of some recent research carried out into the application of market segmentation in the UK charity sector. 410 of the top performing charities (as ranked by income from voluntary donations) were surveyed to profile their major donor groups. Respondents were also asked to indicate how this data was used for fund-raising purposes both in terms of new donor recruitment and existing donor development. The findings show that with the exception of a very few large organizations, the UK charity sector still has much room for improving the sophistication of its fund-raising techniques.
本文讨论了近期一些关于市场细分在英国慈善部门应用的研究的主要发现。对410家表现最佳的慈善机构（按自愿捐赠收入排名）进行了调查，以描绘其主要捐赠者群体的概况。受访者还被要求指出这些数据如何用于筹款目的，包括新捐赠者招募和现有捐赠者发展。研究结果表明，除了极少数大型组织外，英国慈善部门在提高其筹款技巧的成熟度方面仍有很大空间。
