Multichannel Philanthropists Versus Cash Contributors: Segmenting Charitable Donors in the Digital Age
通过对626名英国居民调查，用聚类分析将捐赠者分为四类，发现多渠道捐赠者更信任慈善行业并追求社会价值，但现金捐赠仍占主导。
Recent years have witnessed a radical shift towards digital charitable giving. Existing studies typically investigate a single donation channel, coming at the expense of a more holistic understanding of donor channel preferences. The current study seeks to ascertain if donors can be clustered based on their preferred digital and non-digital donation channels. An online survey with a nationally representative sample of 626 U.K. residents explored preferred donation channels alongside other socio-demographic, behavioural, psychographic and values-based segmentation criteria. Adopting a post hoc segmentation strategy with k-means cluster analysis, four distinct donor segments emerged. While two segments displayed multichannel donation tendencies, the others contained more digitally hesitant individuals. Those with digital donation preferences displayed higher levels of sectoral trust and sought greater social value from their donations. Our findings indicate that, while donors can be meaningfully segmented based upon their donation channel preferences, there still exists an overarching preference for cash giving.