Profiling Donors of Blood, Money, and Time: A Simultaneous Comparison of the German Population

Edlira Shehu, Ann-Christin Langmaack, Elena Felchle, Michel Clement

Research output: Contribution to journalJournal articleResearchpeer-review


Understanding donor profiles is crucial for donor relationship management. Whereas previous research has focused on profiling blood, money, or time donor segments separately, we define seven donor profiles based on their former donation behavior for blood, money, and time donation and compare them to non‐donors. Relying on representative data from the German Socio Economic Panel, we use an extensive set of characteristics that include sociodemographic, psychographic, health‐related, and geographical measures and simultaneously investigate profiles of donors for single and multiple donation forms and non‐donors by means of a multinomial logistic model. Our results reveal valuable insights for donor acquisition and retention strategies of nonprofit organizations along the identified profiling characteristics of donor segments. By this, our findings help nonprofit organization managers to better target single and multiple donors across three donation forms.
Original languageEnglish
JournalNonprofit Management and Leadership
Issue number3
Pages (from-to)269-295
Number of pages27
Publication statusPublished - 2015
Externally publishedYes


  • Donor segments
  • Donor relationship management
  • Donor profiles
  • Donor typologies

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