Profiles of Generosity: A Segmentation Analysis

Abstract

Nonprofits engage with many different types of potential supporters. Differentiated messaging tailored to distinct audience segments can help activate individuals' generosity in support of nonprofits' missions. Based on a large national survey operationalizing the Aspirational Communication Model, we employ latent profile analysis to derive an audience segmentation consisting of five groups: Values-Driven Skeptics, Change-Minded Hopefuls, Flexible Moderates, Frustrated Activists, and Status Seekers. We examine segment covariates and correlate segment membership with generosity behaviors to generate implications for nonprofit marketing and communications.