StatSocial Digital Tribes — Southern Philanthropy

Sep 10, 2020 | Digital Tribes

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “Southern Philanthropy.

Digital Tribe Summary: Southern Philanthropy


This tribe mostly lives well outside of the city, skews slightly female and older (over 45).

They are united by affinities for athletes, sports teams, and media outlets and figures, local to Atlanta and Charlotte. They also share interests in non-profit organizations, fundraising, and international charities.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS —Southern Philanthropy

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.10 times.


At 54.78%, women represent only a slight majority here.

At 58.54%, those over age 45 also account for a relatively slight majority. However, nearly ⅓ of this tribe’s members are over 54, which exceeds the national average by two times. 

Charlotte, North Carolina’s Bank of America Stadium, home of the Carolina Panthers

BRANDS— Southern Philanthropy

The NFL‘s Atlanta Falcons and Carolina Panthers are both among this tribe’s most highly indexed brands.

Fans of the Panthers are present here to a degree that is 11.08 times the U.S. average.

The Atlanta Falcons — a top brand with 10.47% of those here, a percentage exceeding the index by 13.11 times — playing the Green Bay Packers in December, 1974. 

NON-PROFIT BRANDS—Southern Philanthropy

The American Red Cross is a favorite charity of nearly 17% of those within this tribe, which exceeds the average by 8½ times.

President, and former Georgia governor, Jimmy Carter, building homes with Habitat for Humanity; a charity with which he’s been heavily involved for decades. It is a top charity for a segment of this tribe exceeding the baseline by 20.96 times.  

INFLUENCERS—Southern Philanthropy

A former Georgia governor, and mayor of Atlanta, as well as the still serving senior Senator from North Carolina, can all be found here. Additionally, a meteorologist from Charlotte’s WCNC TV, and a senior Washington correspondent from Atlanta radio station WSB inhabit the above list.

Finally, the list is filled out with five former players for the Carolina Panthers. This includes Atlanta-born quarterback, Cam Newton, a favorite influencer for a segment of this tribe that is 6.27 times larger than the baseline.

Cam Newton

TV STATIONS—Southern Philanthropy

As can be seen, assorted network affiliates from both the Atlanta and Charlotte metro areas index most highly here.

But, as we get into the lists lower entries, Raleigh, North Carolina stations also appear. Raleigh’s CBS affiliate, WRAL, is a favorite station of 10.27% of this tribe’s members. This segment is 46.44 times greater than the American average.

Brad Panovich, one of this tribe’s top influencers, and meteorologist for Charlotte’s NBC affiliate, WCNC. The station is a favorite of a segment here that exceeds the index by 67.53 times. 

TV SHOWS—Southern Philanthropy

The award-winning, FX comedy-drama, ‘Atlanta‘ — created by, and co-starring, actor / writer / rapper / comedian / singer / producer / director, Donald Glover — is a favorite program with a segment of this tribe that is 29.66 times greater than the index.

Donald Glover in ‘Atlanta.’

PRINT MEDIA—Southern Philanthropy

Newspapers and periodicals local to the Atlanta and Charlotte regions are most prominent here.

Also worth noting, 10.67% of this tribe’s members are readers of GOOD Magazine, a periodical that concerns itself primarily with reporting on what’s going on in the non-profit sector. This percentage is 16.92 times greater than the U.S. average.

GOOD Magazine

WEBSITES—The Spirit is Willing

In addition to a number of sites dedicated to fundraising, causes, and the non-profit sector, there is the website for Creative Loafing.

CL is an Atlanta-based arts and leisure monthly, the website for which is routinely visited by 19.21% of those found here. This percentage is 66.85 times larger than the baseline.

A 1985 issue of Creative Loafing

PERSONALITY TRAITS —Southern Philanthropy

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Sympathy, as a personality trait, describes one who sincerely understands from where others are coming. The sympathetic believe in cooperation with, and respect for, others.

This tribe averages in the 81.60th percentile for exhibiting this trait.

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