Do UK charities have a lot to learn?
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.
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Sargeant
D002608:Charities / Q000191:economics / Q000458:organization & administration*; D005653:Fund Raising / Q000191:economics / Q000458:organization & administration*; D010934:Planning Techniques; D015397:Program Evaluation; D006113:United Kingdom