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Clustering Consumers Based on Trust, Confidence and Giving Behaviour: Data-Driven Model Building for Charitable Involvement in the Australian Not-For-Profit Sector
2015
PLoS ONE
Organisations in the Not-for-Profit and charity sector face increasing competition to win time, money and efforts from a common donor base. Consequently, these organisations need to be more proactive than ever. The increased level of communications between individuals and organisations today, heightens the need for investigating the drivers of charitable giving and understanding the various consumer groups, or donor segments, within a population. It is contended that'trust' is the cornerstone
doi:10.1371/journal.pone.0122133
pmid:25849547
pmcid:PMC4388642
fatcat:mlzt5pkkhfdunjr7g56dfwamfm