Targeting Attitudes in the African-American Donor Base

As a demographic, African-Americans are not a homogenous group, according to Sonya Suarez-Hammond, director of Yankelovich Inc., a Chapel Hill, N.C.-based database/segmentation-solutions provider.

Yankelovich breaks down the African-American donor/consumer base into the following six segments:

1) Emulators. Typically students who identify with the young, urban trendsetters within the black culture. They see themselves as independent and unique.