The purpose of this study is to investigate the charity behavior of donors in Taiwan, and to examine whether different types of fund-raising approaches or techniques are more or less appealing to different segments of population. A questionnaire was mailed to 2304 donors randomly selected from a list of known donors provided by four charity foundations, including Chunghua Child Welfare Foundation. The Eden Welfare Foundation For The Disabled. Cardiac Children Foundation For The R.O.C., and The Sunshine Foundation Of Social Welfare R.O.C. A total of 1028 questionnaires were returned, representing a response rate of 44%. Data were analyzed by chisquare test. Kruskal-Wallis test and factor analysis. The research reveals the fact that demographic and socioeconomic characteristics especially age, education and family life cycle can in effect segment the market. The result is generally consistent with the conclusions of precious research findings discussed in this report.
