| Abstract: | The challenge of resource development, particularly among major donors, has led nonprofits to adopt marketing techniques, including market segmentation. The benefit segmentation approach used in this study of the giving motivations of 218 major donors reveals seven philanthropic styles: (1) Communitarians, (2) the Devout, (3) Investors, (4) Socialites, (5) Repayers, (6) Altruists, and (7) Dynasts. Examples of how knowledge of philanthropic styles can aid in nonprofit resource development are provided. |
