A BENEFIT SEGMENTATION OF THE MAJOR DONOR MARKET

Wealthy individuals exert considerable influence in the $123 billion n onprofit sector through the creation of large charitable trusts. This paper presents a segmentation of that influential population based on an indepth study of their motivations for giving and the relationships they establish with their nonprofit beneficiaries. The four philanthr opic segment profiles thus developed have implications for the marketi ng activities Of nonprofit organizations and for the development of th eory about motivations for philanthropy.