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data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="AnchoredHero" class="ArticleDefault_mck-c-article-default__SfYQE"><style></style><div data-component="mdc-c-background-image" class="mdc-c-bg-image___GJdv1_2734c4f background-image-article-default ArticleDefault_mck-c-article-default__parallax-container__fZ7Iq"></div><div class="ArticleDefault_mck-c-article-default__gradient__Uu21n"></div><div class="ArticleDefault_mck-c-article-default__wrapper-content__XOe9C"><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-col-lg-12"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-col-lg-start-1 mdc-u-grid-col-lg-span-10"><div><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-2 mck-u-animation-slide-down ArticleDefault_mck-c-article-default__heading__bv6rL"><div>Needs-based segmentation: Helping nonprofits take outreach to the next level</div></h1></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-10 mck-u-animation-blur-in-800 ArticleDefault_mck-c-article-default__description__sjoe9"><div><time datetime="2010-08-01T00:00:00Z">August 1, 2010</time> | Report</div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-8 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-9"><span> </span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Santiago Delboy </span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Christy Gibb </span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j"><a data-component="mdc-c-link" href="/our-people/jonathan-k-law" class="mdc-c-link-inline___7DRrt_2734c4f mdc-c-link-inline--secondary___YKoOK_2734c4f"><span class="mdc-c-link__label___Pfqtd_2734c4f">Jonathan Law</span></a> </span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Bart Sichel<span> </span></span></span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j">Lynn Taliento</span></span></div><div class="mdc-u-grid-col-md-start-8 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-8 mdc-u-grid-col-lg-end-11 ArticleContent_mck-c-article-content__share-tools__kWRRw"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">Research shows that needs and attitudes are more important than demographics or behaviors in determining how people engage in social issues.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f"><a data-component="mdc-c-link" href="/~/media/mckinsey/industries/public and social sector/our insights/needs based segmentation helping nonprofits take outreach to the next level/activists-pundits-and-quiet-followers.pdf" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_2734c4f" target="_blank" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="activists-pundits-and-quiet-followers" data-layer-report-name="activists-pundits-and-quiet-followers>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f"> (PDF-651 KB)</span></a></div></div></div></div> <p><strong>Many nonprofit organizations</strong> across the United States count on the engagement and involvement of the public to help them achieve their objectives. In soliciting the public’s support, most nonprofits rely on a single communications and advocacy approach, casting as wide a net as they can and trying to win “everyone” to their cause. This one-size-fits-all approach may seem simple to execute, but it is not always effective—it often results in wasted marketing dollars, missed opportunities, and poor alignment between what an organization needs and the kinds of support it gets.</p> <p>In the commercial world, leading companies use a technique called “needs-based segmentation” to help generate insights into the needs, motivations, and attitudes of consumers. This allows them to classify people into distinct segments and tailor marketing and communications strategies to the needs and preferences of specific audiences. Needs-based segmentation would seem equally applicable and valuable in the nonprofit arena, but it has not been widely adopted by nonprofits either because of lack of awareness or limited resources.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-disruptor1up mck-o-md-center mck-u-inline-module-border-top mck-u-inline-module-border-bottom mck-u-screen-only" data-layer-region="disruptor-1up"><div class="mdc-u-grid mdc-u-grid-gutter-md mdc-u-grid-col-lg-12 mdc-u-grid-col-md-12 "><div class="mdc-u-grid-col-md-span-12"><header data-component="mdc-c-header" class="mdc-c-header"><div class="mdc-c-header__block___i1Lg-_2734c4f"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f"><div>Would you like to learn more about our <a href="/sitecore/service/notfound.aspx?item=web%3a%7b458771a3-8553-45cf-bc15-4ea0029986ac%7d%40en">Social Sector Practice</a>?</div></h3></div></header></div></div></div> <p>In this paper, we share a needs-based segmentation that nonprofits can use to develop targeted communications and advocacy approaches. The segmentation is one outcome of a yearlong research effort focused on US adults who supported at least one of a dozen or so major social issues through more than just a monetary donation. The research validated our hypothesis that needs and attitudes (for example, how much an individual agrees with the statements “I need to see tangible results” and “I can’t do much to solve big issues”) are significant differentiators—more so than demographics or behaviors—for how individuals engage in social issues. These insights into supporters’ needs can help nonprofit and advocacy organizations take their outreach to the next level, by better prioritizing their target audiences and increasing the efficiency and effectiveness of their advocacy efforts.</p> <p><em>Download the full report on which this article is based,</em> <a href="/~/media/mckinsey/industries/public and social sector/our insights/needs based segmentation helping nonprofits take outreach to the next level/activists-pundits-and-quiet-followers.pdf">Activists, pundits, and quiet followers: Engaging the public in social issues</a> (PDF–652KB). <em>Also download a related infographic,</em> <a href="/~/media/mckinsey/industries/public and social sector/our insights/needs based segmentation helping nonprofits take outreach to the next level/building-support-for-your-cause-infographic.pdf">Building support for your cause</a> (PDF–300KB).</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong>Santiago Delboy</strong> is a specialist in McKinsey’s Chicago office; <strong>Christy Gibb</strong> is an associate principal in the New York office, where <strong>Jonathan Law</strong> is a consultant and <strong>Bart Sichel</strong> is a principal; and <strong>Lynn Taliento</strong> is a principal in the Washington, DC, office.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--align-center___ar3mu_2734c4f"><a data-component="mdc-c-link" href="/careers/search-jobs" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--secondary___Boipq_2734c4f mdc-c-button--size-large___jwpUy_2734c4f" aria-label="Search Openings" data-layer-event-prefix="CTA Link" data-layer-action="click" data-layer-category="careers" data-layer-subcategory="search" data-layer-text="Search Openings"><span class="mdc-c-link__label___Pfqtd_2734c4f">Search Openings</span></a></div></div></section></div></main></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="RelatedArticle_mck-c-article-related__GGA76 mck-u-screen-only" data-layer-region="related-articles"><div class="mdc-o-container__wrapper is-wrapped mdc-u-spaced-mobile"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-u-align-center">Related Articles</h5><div class="mdc-u-grid mdc-u-grid-col-md-3 RelatedArticle_items-container__s2uD0"><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/industries/social-sector/our-insights/what-social-sector-leaders-need-to-succeed" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-what-0 { aspect-ratio: 16/9 }</style><img 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the United States count on the engagement and involvement of the public to help them achieve their objectives. In soliciting the public\u0026rsquo;s support, most nonprofits rely on a single communications and advocacy approach, casting as wide a net as they can and trying to win \u0026ldquo;everyone\u0026rdquo; to their cause. This one-size-fits-all approach may seem simple to execute, but it is not always effective\u0026mdash;it often results in wasted marketing dollars, missed opportunities, and poor alignment between what an organization needs and the kinds of support it gets.\u003c/p\u003e\n\u003cp\u003eIn the commercial world, leading companies use a technique called \u0026ldquo;needs-based segmentation\u0026rdquo; to help generate insights into the needs, motivations, and attitudes of consumers. This allows them to classify people into distinct segments and tailor marketing and communications strategies to the needs and preferences of specific audiences. Needs-based segmentation would seem equally applicable and valuable in the nonprofit arena, but it has not been widely adopted by nonprofits either because of lack of awareness or limited resources.\u003c/p\u003e\n[[Disruptor1UP dis1]]\n\u003cp\u003eIn this paper, we share a needs-based segmentation that nonprofits can use to develop targeted communications and advocacy approaches. The segmentation is one outcome of a yearlong research effort focused on US adults who supported at least one of a dozen or so major social issues through more than just a monetary donation. The research validated our hypothesis that needs and attitudes (for example, how much an individual agrees with the statements \u0026ldquo;I need to see tangible results\u0026rdquo; and \u0026ldquo;I can\u0026rsquo;t do much to solve big issues\u0026rdquo;) are significant differentiators\u0026mdash;more so than demographics or behaviors\u0026mdash;for how individuals engage in social issues. These insights into supporters\u0026rsquo; needs can help nonprofit and advocacy organizations take their outreach to the next level, by better prioritizing their target audiences and increasing the efficiency and effectiveness of their advocacy efforts.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eDownload the full report on which this article is based,\u003c/em\u003e \u003ca href=\"/~/media/mckinsey/industries/public and social sector/our insights/needs based segmentation helping nonprofits take outreach to the next level/activists-pundits-and-quiet-followers.pdf\"\u003eActivists, pundits, and quiet followers: Engaging the public in social issues\u003c/a\u003e (PDF\u0026ndash;652KB). \u003cem\u003eAlso download a related infographic,\u003c/em\u003e \u003ca href=\"/~/media/mckinsey/industries/public and social sector/our insights/needs based segmentation helping nonprofits take outreach to the next level/building-support-for-your-cause-infographic.pdf\"\u003eBuilding support for your cause\u003c/a\u003e (PDF\u0026ndash;300KB).\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":false},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"AllUsers"},"value":{"value":"All Users"}}},"articleType":{"targetItem":{"displayName":"Report"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":true},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2010-08-01T01:00:00Z"}},"footnotes":{"value":""},"contributoryPractice":{"targetItems":[]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003eSantiago Delboy\u003c/strong\u003e is a specialist in McKinsey\u0026rsquo;s Chicago office; \u003cstrong\u003eChristy Gibb\u003c/strong\u003e is an associate principal in the New York office, where \u003cstrong\u003eJonathan Law\u003c/strong\u003e is a consultant and \u003cstrong\u003eBart Sichel\u003c/strong\u003e is a principal; and \u003cstrong\u003eLynn Taliento\u003c/strong\u003e is a principal in the Washington, DC, office.\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"C5D7248C06CC494D8085A3B19C8CCFB7","name":"Santiago Delboy","authorTitle":{"value":"Santiago Delboy"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"D53C989A7F7D49768E31C1517FAAE31E","name":"Christy Gibb","authorTitle":{"value":"Christy Gibb"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"4526D7E6C3834876AC9973EE0515F039","name":"Jonathan Law","authorTitle":{"value":"Jonathan Law"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/jonathan law/jonathan-law_profile_1536x1152.jpg","alt":"Jonathan Law"},"emailLinks":{"value":"Jonathan_Law@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/pub/jonathan-law/0/355/a56"},"description":{"value":"Supports education organizations and state, provincial, and local governments design and implement major initiatives that advance inclusive growth"},"locations":{"targetItems":[{"name":"Southern California","displayName":"Southern California"}]},"firmTitle":{"value":"Senior Partner"},"thumbnailImage":{"alt":"Jonathan Law","src":"/~/media/mckinsey/our people/jonathan law/jonathan-law_headshot_988x741.jpg"},"url":{"path":"/our-people/jonathan-k-law"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"09899A1F824649C3B7165E170DFA7D1A","name":"Bart Sichel","authorTitle":{"value":"Bart Sichel"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"78E4BC01EE03476EB5F4128088EA67B2","name":"Lynn Taliento","authorTitle":{"value":"Lynn Taliento"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}}]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"What social-sector leaders need to succeed"},"url":{"path":"/industries/social-sector/our-insights/what-social-sector-leaders-need-to-succeed"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Chronic underinvestment is placing increasing demands on social-sector leaders. 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