803 783 8770PO Box 115 Columbia SC 29202www.becomestandout.com

Acme Customers by Product Type:Predictive Profile

Prepared for Acme Company

Profile Executive Summary

Provide a highly collaborative statistical profile of Acme Company customers by product group

Identify discriminating attributes that most define an Acme customer

Develop targeted list recommendations through index calculations as a result of Acme customer attributes over-penetrating consumer universe representation within the same geographical footprint

Create custom algorithm(s) that are used to score our proprietary consumer data files and predict the propensity of a prospect to become an Acme customer

Acme Customers: Cluster Summary Overview

Variable

Cluster 1

33%

Cluster 2

20%

Cluster 3

32%

Cluster 4

15%

Customer Type A = 7%

C = 59%

B = 33%

A = 26%

C = 41%

B= 33%

A = 58%

C = 42%

A= 99%

Gender Male = 99% Female = 99% Male = 98% Male = 98%

Age Mean = 36.5

Median = 34

Mean = 39.2

Median = 38

Mean = 40.9

Median = 40

Mean = 41.2

Median = 42

Marital Status

(compiled data)

Single = 25%

Unknown = 75%

Married = 19%

Single = 8%

Unknown = 73%

Married = 79%

Unknown = 19%

Married = 100%

Household Type

(Top 3)

Male = 20%

Male+Female+Kids = 16%

Male+Kids = 15%

Female+Male+Kids = 35%

Female+Male = 23%

Female = 18%

Male+Female+Kids = 44%

Female+Male = 23%

Male = 16%

Male+Female+Kids = 52%

Female+Male = 22%

Male+Kids = 15%

Number of Children Mean = 1.6

Median = 1

Mean = 1.9

Median = 2

Mean = 1.9

Median = 2

Mean = 2.0

Median = 2

Small Office/Home Office

Yes = 13% Yes = 13% Yes = 14% Yes = 15%

eConsumer Decile Mean = 5.5

Median = 5

Mean = 5.6

Median = 5

Mean = 7.0

Median = 7

Mean = 7.3

Median = 8

Years of Education Mean = 13.3

Median = 13

Mean = 13.2

Median = 13

Mean = 13.5

Median = 13

Mean = 13.3

Median = 13

Employed Professionally

Mean = 36.9%

Median = 35%

Mean = 36.1%

Median = 35%

Mean = 38.6%

Median = 37%

Mean = 36.8%

Median = 35%

Acme Customer Analysis: 4 Cluster Solution

Variable

Cluster 1

33%

Cluster 2

20%

Cluster 3

32%

Cluster 4

15%

Home Value Mean = 150k

Median = 125k

Mean = 143k

Median = 124k

Mean = 156k

Median = 134k

Mean = 152k

Median = 132k

Percent Caucasian Mean = 81.0%

Median = 89%

Mean = 81.9%

Median = 89%

Mean = 85.1%

Median = 91%

Mean = 84.8%

Median = 91%

Annual Income Mean = 99k

Median = 54k

Mean = 82k

Median = 46k

Mean = 109k

Median = 64k

Mean = 107k

Median = 62k

Annual Liability Mean = 17k

Median = 8k

Mean = 24k

Median = 8k

Mean = 44k

Median = 10k

Mean = 16k

Median = 12k

Wealth Rating Mean = 5.6

Median = 6

Mean = 5.6

Median = 6

Mean = 6.1

Median = 7

Mean = 6.1

Median = 7

Mail Responders Single = 38%

Multiple = 37%

Single = 30%

Multiple = 55%

Single = 31%

Multiple = 57%

Single = 30%

Multiple = 60%

Opportunity Seeker Yes = 15% Yes = 20% Yes = 18% Yes = 21%

Political Donor Yes = 8% Yes = 9% Yes = 9% Yes = 8%

Health Donor Yes = 8% Yes = 11% Yes = 11% Yes = 10%

Acme Customer Analysis: 4 Cluster Solution, Cont.

Acme Customer Distribution SummaryDemographic Overview by Variable

Understanding Penetration Index TablesTips for understanding penetration tables: Penetration indexes are indicators of discriminate power. That is, the larger the penetration the greater the mathematical ability to find look-likes during the scoring process. We start out with a distribution for some variable, income is shown below, as well as random sample prospect universe in the same geographical footprint as the customers. We divide the proportion of the customers representation by that of the universe and we arrive at an index that gives us the direction of that difference may be (under or over-penetrated) as well as the magnitude (value). No difference would be 100 as we would have the same distribution for the customer group as we do for the Universe 1/1. Any penetration index under 100 is not highlighted here, those breaking 100 points are highlighted in gray and significant over-penetration is highlighted in blue.

100%100%100%

7%10%12%$150,000+

4%6%8%$125,000-$149,999

7%11%12%$100,000-$124,999

14%20%22%$75,000-$99,999

21%28%26%$50,000-$74,999

11%9%8%$40,000-$49,999

10%7%6%$30,000-$39,999

10%4%3%$20,000-$29,999

16%4%4%Under $20,000

UniverseProduct B Customers

Product ACustomers

Household Income

107127$150,000+

149192$125,000-$149,999

161168$100,000-$124,999

149161$75,000-$99,999

135123$50,000-$74,999

8270$40,000-$49,999

6759$30,000-$39,999

4636$20,000-$29,999

2223Under $20,000

Product B Customers

Product A Customers

Household Income

Demographics: Region

Grouping states into regions allows us to understand areas of over-representation. The largest responder base is found in the South and Middle Atlantic followed closely by East North Central.

Patterns are stable across groups for most regions with the exception of The Middle Atlantic and the West South Central, indicating Product B Customers is most represented in the Middle Atlantic.

As indicated within the penetration index table, when compared with the universe, the only region with significant penetration is the Middle Atlantic and significant under-penetration in the Mountain region.

Region Product A Product B

Mountain 127 142Pacific 65 73

East North Central 94 104West North Central 100 110East South Central 52 98

South Atlantic 112 126West South Central 96 78

Middle Atlantic 129 83New England 119 94

0%

5%

10%

15%

20%

25%

30%

Product A Customers 7% 10% 15% 5% 3% 24% 10% 22% 6%

Product B Customers 8% 11% 17% 6% 6% 26% 8% 14% 5%

Universe 6% 14% 16% 6% 6% 20% 12% 14% 5%

Mountain PacificEast North

CentralWest North

CentralEast South

CentralSouth

AtlanticWest South

Middle Atlantic

New England

The majority of all customer groups are classified as Male. Over representation of the male could be the result of household level matching routines that generally provide a male head of household.

Demographics: Gender

Gender Product A Product B

Female 43 43

Male 163 163

0%

20%

40%

60%

80%

100%

Product A Customers 20% 77% 3%

Product B Customers 20% 77% 3%

Universe 48% 47% 5%

Female Male Unknown

Demographics: Age Range

Age range distributions show significant skew in the 25-54 year range. Index table guidelines indicate that age increases representation of Product A and Product B customers.

Age Product A Product B

18-24 Years 19 19

25-34 Years 109 118

35-44 Years 223 226

45-54 Years 160 151

55-64 Years 46 43

65-74 Years 17 13

75+ Years 6 8

0%

10%

20%

30%

Product A Customers 7% 10% 15% 5% 3% 24% 10% 22% 6%

Product B Customers 8% 11% 17% 6% 6% 26% 8% 14% 5%

Universe 6% 14% 16% 6% 6% 20% 12% 14% 5%

Mountain PacificEast North

West North

East South

South Atlantic

West South

Middle Atlantic

New England

Demographics: Household Income

With regard to income there is little difference across the groups. Customer segments peak at the $50,000 to $100,000 level.

Product A and Product B show significant penetration in the upper deciles of income.

Household Income Product A Product B

Under $20,000 23 22

$20,000-$29,999 36 46

$30,000-$39,999 59 67

$40,000-$49,999 70 82

$50,000-$74,999 123 135

$75,000-$99,999 161 149

$100,000-$124,999 168 161

$125,000-$149,999 192 149

$150,000+ 127 107

0%

5%

10%

15%

20%

25%

30%

Product A Customers 4% 3% 6% 8% 26% 22% 12% 8% 12%

Product B Customers 7% 7% 8% 9% 25% 18% 10% 6% 10%

Universe 16% 10% 10% 11% 21% 14% 7% 4% 10%

Under $20,000

$20,000-$29,999

$30,000-$39,999

$40,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000-$124,999

$125,000-$149,999

$150,000+

Demographics: Wealth Rating

Wealth Rating measures financial affluence originating from assets (education, income geography, gender, occupation home value, etc.) to appraise overall economic value.

The pattern of skewness toward the upper deciles holds true for many financial models as seen here. The Product A customers tend to have the greatest wealth over any other group.

  Product A Product B

0 22 38

1 41 62

2 53 68

3 72 87

4 88 100

5 108 111

6 123 119

7 132 122

8 159 137

9 153 124

0%

5%

10%

15%

20%

Product A Customers 2% 4% 5% 7% 8% 11% 13% 15% 19% 18%

Product B Customers 3% 5% 6% 8% 10% 11% 13% 14% 16% 14%

Universe 9% 9% 9% 9% 10% 10% 11% 11% 12% 12%

0 1 2 3 4 5 6 7 8 9

Demographics: Occupation

Out of 42 potential occupations Executive/Administrator and Upper Management/Executive are among the top represented occupations.

Executive/Administrator positions are significantly more represented for Product A than for Product B. Occupation is a powerful discriminator for customers in general as indicated in the penetration table.

  Product A Product B

Executive/ Administrator 460 302

Sales/Marketing 133 90

Upper Management/ Executive 383 272

0%

5%

10%

15%

20%

25%

Product A Customers 22% 3% 7%

Product B Customers 14% 2% 5%

Universe 5% 2% 2%

Executive/ Administrator

Sales/MarketingUpper

Management/

Demographics: Small Office/Home Office

There is little difference across customer groups for Small Office/Home Office representation with some moderate overpenetration for all groups with Product A.

  Product A Product B

All SOHO 138 123

Filtered SOHO 144 127

0%

5%

10%

15%

20%

Product A Customers 17% 14%

Product B Customers 16% 12%

Universe 13% 10%

All SOHO Filtered SOHO

Demographics: Marital Status

It is very interesting to note that Product A Customers are significantly more populated in the married category compared to any other customer group.

Marital status will play a role in the clustering of customer groups and the defining of single women and younger populations.

  Product A Product B

Married 107 92

Single 76 116

0%

20%

40%

60%

80%

100%

Product A Customers 78% 21% 1%

Product B Customers 67% 31% 2%

Universe 73% 27% 0%

MarriedUnmarried

(Single, Divorced, Separated

Demographics: Household Type

For household type category D: Adult Male and Adult Female Present with Children most define the Product A and Product B Customer. Females are under-penetrated when compared to the Universe.

  Product A Product B

A: Adult Female Present 23 72

B: Adult Male Present 90 98

C: Adult Male & Adult Female Present 110 118

D: Adult Male & Adult Female Present w/ Children 399 260

E: Adult Female Present w/ Children 81 150

F: Adult Male Present w/ Children 270 198

0%

10%

20%

30%

40%

Product A Customers 4% 20% 22% 36% 3% 12% 4%

Product B Customers 13% 21% 24% 23% 5% 9% 5%

Universe 19% 22% 20% 9% 3% 4% 23%

A: Adult Female

B: Adult Male

C: Adult Male &

D: Adult Male &

E: Adult Female

F: Adult Male

Unknown

Demographics: Number of Children

Presence of children dominates the customer groups with no meaningful differences seen between the groups for each category with the exception of the “None Present” segment.

  Product A Product B

None Present 12 27

1 Child 128 123

2 Children 197 174

3 Children 215 213

4 or More Children 277 245

0%

10%

20%

30%

40%

50%

Product A Customers 5% 44% 29% 13% 9%

Product B Customers 11% 42% 26% 13% 8%

Universe 42% 34% 15% 6% 3%

None Present

1 Child 2 Children 3 Children4 or More Children

Demographics: Length of Residence

Here we see Product A and Product B customer groups following similar patterns: Increasing in representation as length of residence increases.

  Product A Product B

Lowest Thru 1 22 124

2 to 3 52 108

4 to 6 146 119

7 to 9 169 117

10 to 13 137 88

14 thru highest 80 65

0%

10%

20%

30%

40%

Product A Customers 2% 11% 30% 21% 16% 19%

Product B Customers 12% 23% 24% 15% 11% 16%

Universe 10% 21% 20% 13% 12% 24%

Lowest Thru 1

2 to 3 4 to 6 7 to 9 10 to 1314 thru highest

Demographics: Interest Indicators

Interest areas are helpful in further discriminating during scoring and are helpful in targeted messaging. We see that all groups are most interested in the Athletics, Fitness and Domestic (such as gardening, decorating, and crafts).

  Product A Product B

Outdoors 257 191

Athletic 339 225

Fitness 296 207

Domestic 258 183

GoodLife 280 210

Cultural 259 193

Blue Chip 323 232

Do-It-Yourself 307 221

Technology 331 200

0%

5%

10%

15%

Product A Customers 6% 10% 14% 14% 8% 7% 7% 9% 10%

Product B Customers 4% 6% 10% 10% 6% 5% 5% 6% 6%

Universe 2% 3% 5% 5% 3% 3% 2% 3% 3%

Outdoors Athletic Fitness Domestic GoodLife Cultural Blue ChipDo-It-

YourselfTechnology

Demographics: Magazine Subscription

Magazine subscriptions correlate with interests categories discussed above, in that interests in athletics and fitness are supported by the large representation in Health and Fitness Subscriptions shown here. Family and financial are also supporting the profiles discussed above.

  Product A Product B

Family & General 130 93

Female Oriented 99 70

Sports 160 112

Garden/ Farming 97 80

Culinary Interests 95 79

Health & Fitness 141 108

Do-It-Yourselfers 122 94

News & Financial 135 99

Opportunity Seekers 115 97

0%

10%

20%

30%

40%

50%

Product A Customers 25% 7% 12% 7% 6% 42% 12% 18% 17%

Product B Customers 18% 5% 8% 6% 5% 33% 10% 13% 15%

Universe 19% 7% 8% 7% 6% 30% 10% 13% 15%

Family &

General

Female

OrientedSports

Garden/

Farming

Culinary

Interests

Health &

Fitness

Do-It-

Yourselfers

News &

Financial

Opportunity

Seekers

Demographics: Purchasing Behavior

Female purchases dominate the picture here. Again the power of the purse is evident in this customer database.

  Product A Product B

Male 149 109

Female 124 99

Crafts/ Hobbies 156 113

Garden/ Farming 145 105

Gifts and Gadgets 145 108

0%

10%

20%

30%

Product A Customers 9% 24% 11% 3% 21%

Product B Customers 6% 19% 8% 2% 16%

Universe 6% 19% 7% 2% 14%

Male FemaleCrafts/

HobbiesGarden/ Farming

Gifts and Gadgets

Demographics: Donor Behavior

Donor Behavior is an indicator of discretionary income. It can also be construed as an indicator to determine levels of conservatism/liberalism. Here we see that charitable donations dominate. Product A has the highest level of donating behavior.

  Product A Product B

Religious 81 68

Political 94 79

General 81 65

Health 95 76

Environment Causes 193 133

Charitable Causes 212 144

0%

5%

10%

15%

20%

25%

30%

Product A Customers 4% 9% 11% 2% 8% 27%

Product B Customers 3% 8% 9% 2% 5% 18%

Universe 5% 10% 13% 2% 4% 13%

Religious Political General HealthEnvironment

Causes

Charitable

Causes

Demographics: Mail Response Frequency

This variable is an indicator of the potential to respond to direct mail and is predictive of response in general. We see that the Product A responders are much more likely to be responders to direct mail as indicated by the multiple mail responder flag.

  Product A Product B

Single 141 139

Multiple 141 109

0%

10%

20%

30%

40%

50%

60%

Product A Customers 30% 53% 16%

Product B Customers 30% 41% 29%

Universe 21% 38% 41%

Single Multiple Unknown

Demographics: Mosaics

There are 13 potential geo-demographical Experian clusters. Product A customers are most defined by Small Town Success. Product A and Product B are also more represented in Metro Fringe than the other groups. In terms of overall distributions that largest occurs in Small Town Success and Metro Fringe nearly double that of the national average.

  Product A Product B

Affluent Suburbia 91 77

Upscale America 181 153

Small-Town Success 258 197

Blue-Collar Backbone 140 127

American Diversity 200 164

Metro Fringe 181 160

Remote America 65 75

Aspiring Contemporaries 100 104

Rural Villages and Farms 109 112

Struggling Societies 80 110

0%

5%

10%

15%

20%

25%

Product A Customers 2% 10% 20% 2% 5% 15% 8% 3% 7% 4%

Product B Customers 2% 9% 15% 2% 4% 13% 10% 3% 8% 6%

Universe 2% 6% 8% 2% 3% 8% 13% 3% 7% 5%

Affluent Suburbia

Upscale America

Small-Town

Success

Blue-Collar Backbone

American Diversity

Metro Fringe

Remote America

Aspiring Contempor

aries

Rural Villages

and Farms

Struggling Societies

Mosaic Descriptions

Affluent SuburbiaAffluent Suburbia represents the most affluent 10.67 percent of U.S. Households. The members of this privileged segment are predominantly middle-aged, married adults with children in single-family suburban homes. Very well-educated, many in this segment have graduate degrees and are health care professionals and business and financial executives-representing many of America’s professional leaders. Mainly White or Asian in race, they live in well-established, substantial homes situated near or within metropolitan areas. They live very busy lives, often balancing job, family and social activities. These households are nearly five times more likely to have an annual household income great than $ 150,000.

Upscale AmericaThe Upscale America group represents established, well-to-do households that include a combination of singles, married couples and families of diverse age ranges. They represent approximately 10.6 percent of U.S. households that reside in urban and suburban neighborhoods. Ethnically diverse, with a drive to succeed, this group is an illustration of the American dream. Capitalizing on the opportunities available to them, this group enjoys their friends, family and the monetary rewards that their hard work provides for them.

Small-Town ContentmentSmall-Town Contentment represents 11.42 percent of American households located in small urban and second city areas. These areas are home to predominately white, married and family-oriented households who own homes. They commute to professions in manufacturing, Customers sales and health care and enjoy dual-median incomes in the $50,000 range in order to support the creature comforts they have come to expect and have worked hard to achieve.

Blue-Collar BackboneBlue-Collar Backbone represents the successful blue-collar workers across the country. They total 6.64 percent of United States households and consist of predominately high school-educated individuals and some college experience. Most own their own homes. Representing diverse neighborhoods within densely populated regions and small-town suburbs, they are ethnically diverse. They work hard jobs in manufacturing and construction, health services, retail, and wholesale trades, providing the stable foundation for their personal and family pursuits. Median incomes fall in the $30,000 to $40,000 range.

American DiversityAs the name implies, this groupie is an illustration of how contrasting mid-America’s population is. Varied in marital status, ethnicity and age ranges, they represent 9.63 percent of American households, residing mainly within low-density urban areas. Careers in management, manufacturing, retail and health services provide them the means for their moderate to ample lifestyle and deliver median incomes within the $35, 000 to $40,000 range.

Metro FringeMetro Fringe represents the most populated group, representing 11.91 percent of U.S. households and most closely mirroring the U.S. median, with a variety of races represented. Mainly living on the edge of metropolitan areas, they enjoy home ownership and conventional complements to their lifestyles. Less than half are married and are split equally between imported and domestic vehicles. Median incomes fall within the $29,000 to $42,000 range, and professions include a mix of manufacturing, construction, Customers, health and food services occupations.

Remote AmericaRemote America makes up 6.04 percent of U.S. households. These neighborhoods include middle-aged inhabitants in blue-collar, mining and agricultural, rural communities. Many live in single-family homes, mobile homes or trailers and approximately one-third have children in the home. Education levels are low, and consequently, income levels are moderately low, falling in the median ranges of $28,000 to $37,000. Domestic cars and pickup trucks can be found in the driveways of these homes.

Aspiring ContemporariesThis resoundingly diverse ethnic group represents the up-and-coming of American society. Living within easy reach of or within major metropolitan areas, this group enjoys careers in information, sales, administration, education, health and other service professions. Aspiring Contemporaries represent 8.94 percent of U.S. households. Approximately 40 percent are married and own their homes. These career builders enjoy median incomes just under $50,000 and appear to represent mid-tier management. The majority in this group opts to own import vehicles.

Mosaic Descriptions

Rural Villages and FarmsRural Villages and Farms equate to 10.38 percent of U.S. households. Representing America’s agricultural and mining communities most are White family households that own their homes, some in mobile homes and trailers. They work hard to provide the tranquil life to which their family has become accustomed through farming, agriculture, education, mining and other service industries. They enjoy median incomes in the $40,000 range and own domestic pick-up trucks, traditional family sedans or compact cars.

Struggling SocietiesStruggling Societies symbolize the challenges faced by 6.63 percent if U.S. households. They are ethnically diverse-approximately 40 percent are Hispanic and 25 percent are African-American. Employment opportunities lead them to blue-collar, agricultural, health and service industry jobs. However, this group is double the national average for unemployment. Many single-parent households must balance priorities and budgets. Median incomes fall into a wide range of $19,000 to $33,000. Economical domestic and import cares and light trucks are the vehicles of choice for this group.

Urban EssenceThis group features a diverse range of residents who reside within major metropolitan cities and towns. Urban Essence mimics 7.07 percent of U.S. households. Predominately African American and Hispanic, many are single, younger adults (including some single parents). With below-average incomes and above average households size, this group supports their lifestyle at employment within food an health services, education, retail, and arts and entertainment industries. The majority of this segment enjoys apartment living, and those who own vehicles opt for a diverse selection of economy, import, and domestic cars and light trucks.

Varying LifestylesVarying Lifestyles represent less than 1 percent (0.48 percent) of households within the United States. A majority of this group lives the unique lifestyles offered by military and university dorm life.

Mosaic Descriptions

Acme Customer Penetration SummaryList Recommendations

Acme Customers: Product A Demographics for List Selection Region

East North Central 91*

South Atlantic 199

South Atlantic 155

Age Range

25 to 34 109

35 to 44 223

45 to 54 160

Length of Residence

4 to 6 146

7 to 9 169

10 to 13 137

14 thru highest 80*

Household Income

$50,000 to $74,999 123

$75,000 to $99,999 161

$100,000 to $124,999 168

$125,000 to $149,999 192

$150,000+ 127

Wealth Rating

5 108

6 123

7 132

8 159

9 153

Marital Status

Married 107

Gender

Male 163

Female 43*

Occupation

Executive/ Administrator

460

Upper Management/ Executive

383

Small Office/Home Office

All SOHO 138

Filtered SOHO 144

Number of Children

1 Child 128

2 Children 197

3 Children 215

4 Children 277

Household Type

Adult Male Present 90*

Adult Male & Adult Female Present 110

Adult male & Adult Female Present w/ Children 399

Adult Male Present w/ Children 270

Mail Buyer Frequency

Single 132

Multiple 155

Interest Indicators

Outdoors 257

Athletic 339

Fitness 296

Domestic 258

GoodLife 280

Cultural 259

Blue Chip 323

Do-It-Yourself 307

Technology 331

Magazine Behavior

Family & General 130

Health & Fitness 141

Do-It-Yourself 122

News & Financial 135

Opportunity Seekers

115

Purchasing Behavior

Female 124

Crafts/Hobbies 156

Gifts & Gadgets 145

Donor Behavior

Political 94

Health 81

Charitable Causes 212

Mosaics

Upscale America 181

Small-Town Success 258

Rural Villages & Farms 109

Metro Fringe 181

Acme Customers: Product B Demographics for List Selection Region

West South Central 116

Middle Atlantic 122

South Atlantic 111

Age Range

18 to 24 156

25 to 34 186

35 to 44 147

Length of Residence

4 to 6 145

7 to 9 139

Household Income

$50,000 to $74,999 128

$75,000 to $99,999 126

$100,000 to $124,999 127

$125,000 to $149,999 123

Wealth Rating

6 116

7 121

8 128

9 132

Marital Status

Single 150

Gender

Male 147

Female 39*

Occupation

Executive/ Administrator 294

Clerical/Office 127

Upper Management/ Executive

239

Small Office/Home Office

All SOHO 121

Filtered SOHO 123

Number of Children

1 Child 137

2 Children 168

3 Children 166

Household Type

Adult Male Present 134

Adult male & Adult Female Present w/ Children 246

Adult Male Present w/ Children 241

Adult Female Present w/ Children 97*

Mail Buyer Frequency

Single 133

Multiple 112

Interest Indicators

Outdoors 235

Athletic 275

Fitness 235

Domestic 196

GoodLife 237

Cultural 207

Blue Chip 268

Do-It-Yourself 266

Technology 279

Magazine Behavior

Health & Fitness 116

Sports 123

Purchasing Behavior

Female 101

Male 118

Crafts/Hobbies 130

Gifts & Gadgets 119

Donor Behavior

Political 76*

Health 64*

Environmental 133

Charitable Causes 154

Mosaics

Affluent Suburbia 223

Small-Town Success 157

American Diversity 152

Metro Fringe 127

Rural Villages & Farms 101