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Profiles of Generosity: A Segmentation Analysis

G. E. Mitchell et al.

Nonprofit Management and Leadership2026https://doi.org/10.1002/nml.70048article
AJG 1ABDC B
Weight
0.37

What the paper says

ABSTRACT 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.

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https://doi.org/https://doi.org/10.1002/nml.70048

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@article{g.2026,
  title        = {{Profiles of Generosity: A Segmentation Analysis}},
  author       = {G. E. Mitchell et al.},
  journal      = {Nonprofit Management and Leadership},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/nml.70048},
}

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Profiles of Generosity: A Segmentation Analysis

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.