The document discusses using marketing tools to better understand donors and improve fundraising efforts. It emphasizes gaining a deep understanding of how donors think and live in their daily lives. Traditional socio-demographic factors only partially explain donors, so the goal is to understand people's lifestyles and attitudes. Two case studies are presented of men who share demographics but have very different worldviews, interests and consumption behaviors. Understanding psychographics and semiotics can provide valuable insights into donor segmentation and targeting.