In a multi-year engagement, MUS executed complex, large-sample online study design, data collection, and analysis of online giving behaviors for contributors to IRC causes. Investigated image attributes, online giving platforms, IRC web site, and IRC image descriptors. Executed complex factor analysis and identified core attributes that lead to increased giving by high-value contributors in cause-based NGOs. The research utilized by IRC to enhance strategic and tactical messaging using updated online fundraising approaches and web-based online giving mechanisms. Data utilized to identify misalignment between expected brand attribute uptake and actual brand conveyance based on complex market segmentation analysis.