Abstract
It is a competitive advantage for a charity to know the demographic characteristics of the potential donors. For this purpose a cross-sectional survey with purposive sampling was conducted. Two factors, non-financial and financial characteristics, were extracted using exploratory factor analysis, explaining 68% of the total variance. The proposed model fitted well and all indexes on confirmatory factor analysis exceeded the standard values. Considering a combination of these factors, health care charities can identify potential donors and formulate different strategies for financial and non-financial donors. This classified model delineates a vision to provide charitable giving.
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