# Pinpointing Affluence in the 21st Century: Increasing Your Share of Major Donor Dollars

- Link: https://fundraising.co.uk/books/pinpointing-affluence-21st-century/
- Published: 2003-11-22T00:22:00+00:00
- Author: Howard Lake

**Many fundraisers mistakenly believe that the desire to be philanthropic drives
the giving process. Not so.**

Philanthropy, as Dr Judith Nichols explains in this powerful new edition of ‘Pinpointing
Affluence’, is “the end result of a logical chain of events that shapes an individual’s
thinking and concerns. If fundraisers don’t understand the environment that individuals
inhabit, we miss the clues that enable us to facilitate that person towards meaningful
giving.”

What are these clues? Dr Nichols helps you to find them using the demographic and
psychographic information that savvy marketers have been using for years.

As in the best-selling 1990 original, ‘Pinpointing Affluence in the 21st Century’
weaves demographics, psychographics and fundraising together, revealing the crucial
connections between background and strategy.

Almost completely rewritten to provide the latest research and statistics, new chapters
address how to find affluence in the entrepreneurial, small business, and corporate
workplace, as well as introduce the reader to the hidden wealth of younger generations.

Fundraising cannot be static. The world changes, donors and prospects change, and
fundraisers must change, too. This work outlines an underlying philosophy for fundraising
in the new millennium, and provides up-to-the-minute advice for finding today’s 
affluent prospects.