Prince (a consultant and author) and File (marketing, U. of Connecticut, Stamford) provide an inventive way to view donors. They've analyzed the different types of people who give to charity based on the reason they do so. Learning the different types, the authors argue, helps charities of all kinds finesse their marketing to appeal to those reasons, whether it's the investor who wants to sit on the board of a non-profit, or the socialite who enjoys the social interaction charity work provides. This paper reprint of the 1994 edition includes a new four-page introduction by the authors. Annotation c. Book News, Inc., Portland, OR (booknews.com)