How do you track psychographics in audiences?

Hi All Count Friends!

A client (a public media station) reached out to me because I made the case that one should be identifying target audiences by psychographics not demographics. They are now are using audience data to get a better understanding of who their donors are and their interests. They have an overarching goal of developing a more diverse donor base and need to take a look at who their donors are now and where the gaps are. Any ideas on how they can do this based on psychographics, not demographics? Any resources out there on good psychographic categories?