Profiles of Generosity: A Segmentation Analysis

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.