Sonya Suarez-Hammond

Targeting Attitudes in the African-American Donor Base Nov. 29, 2005 By Abny Santicola Courting African-Americans as potential donors to your organization isn't as easy as just learning what differentiates them and their charitable habits from their counterparts of other ethnic backgrounds. It's a start, but you can't stop there. 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