Imagine that you are in charge of fundraising for a Canadian charity that promotes child health and safety. You are trying to identify a new group of donors for this organization. Making reference to each of the requirements for effective segmentation, illustrated by specific examples from the following segment description, explain how useful this PRIZM segment would be for your purpose. 6 marks

Maximum 350 words (please show your word count)

Multiculture-ish

Upscale, multi-ethnic suburban families This segment represents 2.32% of Canada's population and 1.65% of households. One of the wealthier suburban lifestyles, Multiculture-ish is an ethnically diverse segment of middle-aged Asian and South Asian households. Located in and around major cities, more than 40 percent of residents are immigrants, and the rest are typically second-generation Canadians whove settled in houses built since 1990. Multiculture-ish households tend to be large, and the significant presence of children influences their preference for family-friendly outings to theme parks, zoos and aquariums. Having completed university and college educations, the adults enjoy upscale incomesearned from jobs in management, business and scienceand energetic lifestyles. Many like to jog, golf and do aerobics, while their kids participate in formal sports programs. At home, they accumulate multiple pets, TV sets and phones. They have an average household income of $157,740 and average household net worth of $828,010.