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Article

Сегментация доноров как эффективный инструмент фандрайзинга в НКО

The article deals with the segmentation of donors, as one of the effective tools for fundraising for non-profit organizations. We consider three types of segmentation donors: socio-demographic, behavioral and psychographic, describes the main approaches to segmentation, as well as the criteria for selecting of target segments. In conclusion, the author suggests a brief description of the marketing mix in relation to fundraising.