The rejuvenation of the donor target group is an important and challenging task that most organizations face to some extent. However, we have good news for you! We have identified a group of addresses that shares the same personality traits as the old target group, but with a slightly more modern approach than the classic donor target group. Distinguishing features include their online affinity, media consumption behavior adapted to today’s technological possibilities, and modern consumer habits. Nevertheless, their high willingness to donate remains unchanged: Our target group consists of people who have previously made donations, thereby proving that they belong to the sought-after group of new donors.