How people give: Segmenting donors based on channel preferences

In this 7-minute video, Dr David Hart of Northumbria University talks about his latest research on donors’ channel preferences. By applying segmentation analysis, Dr Hart identifies four key donor segments based on their preferred methods of giving (e.g., cash, digital, one-off, or recurring).

Read the full article:  Hart, D. J., & Gonul, M. S. (2025). Multichannel philanthropists versus cash contributors: Segmenting charitable donors in the digital age. Nonprofit and Voluntary Sector Quarterly.