ABSTRACT
The purpose of this study was to explore the possible relationships between the demographic characteristics of potential donors to nonprofit, philanthropic organizations and their perceptions of the three most pressing human care needs with analytical emphasis on those who identified mental health issues, in particular, as pressing.
There were five demographic variables used in this specific study; they were gender, race, age, number of children in the family, and the number of adults in the family.
None of these specific demographic variables yielded significant results. Hence, based upon the limited scope of this study, demographics did not appear to be particularly useful in segmenting this market.
