Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits

Bibliographic Details
Main Author: Simões, Ana Sofia Gomes
Publication Date: 2021
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/144985
Summary: Thenon-profitsectorisdependentofspontaneousdonationsmadebyindividualandcompanies. Non-Governmental Organizations (NGOs) do not know how to leverage on data about their donors, which can have a direct effect on an organization’s success. In the present work, the team uses Machine Learning to segment donors and predict their churn probabilityusingdatafromaNGO,tohighlighttheimportanceoftargetedmarketingstrategies.Accordingly, the present study reflects on the advantages of paid advertising on social media in marketing campaigns, and their potential to positively affect the revenue of a non-governmental organization.
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spelling Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profitsMachine learningBusiness analyticsBusiness and data analyticsSegmentationNon profit organizationsSocial media advertisingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThenon-profitsectorisdependentofspontaneousdonationsmadebyindividualandcompanies. Non-Governmental Organizations (NGOs) do not know how to leverage on data about their donors, which can have a direct effect on an organization’s success. In the present work, the team uses Machine Learning to segment donors and predict their churn probabilityusingdatafromaNGO,tohighlighttheimportanceoftargetedmarketingstrategies.Accordingly, the present study reflects on the advantages of paid advertising on social media in marketing campaigns, and their potential to positively affect the revenue of a non-governmental organization.Han, QiweiRUNSimões, Ana Sofia Gomes2022-10-25T13:43:15Z2022-01-202021-12-172022-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/144985TID:203063899enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:06:12Zoai:run.unl.pt:10362/144985Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:36:52.704603Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
title Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
spellingShingle Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
Simões, Ana Sofia Gomes
Machine learning
Business analytics
Business and data analytics
Segmentation
Non profit organizations
Social media advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
title_full Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
title_fullStr Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
title_full_unstemmed Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
title_sort Creating a product to segment donors and predict donor churn for the non-profit sector : the impact of paid social media advertising on financial revenue for non-profits
author Simões, Ana Sofia Gomes
author_facet Simões, Ana Sofia Gomes
author_role author
dc.contributor.none.fl_str_mv Han, Qiwei
RUN
dc.contributor.author.fl_str_mv Simões, Ana Sofia Gomes
dc.subject.por.fl_str_mv Machine learning
Business analytics
Business and data analytics
Segmentation
Non profit organizations
Social media advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Machine learning
Business analytics
Business and data analytics
Segmentation
Non profit organizations
Social media advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Thenon-profitsectorisdependentofspontaneousdonationsmadebyindividualandcompanies. Non-Governmental Organizations (NGOs) do not know how to leverage on data about their donors, which can have a direct effect on an organization’s success. In the present work, the team uses Machine Learning to segment donors and predict their churn probabilityusingdatafromaNGO,tohighlighttheimportanceoftargetedmarketingstrategies.Accordingly, the present study reflects on the advantages of paid advertising on social media in marketing campaigns, and their potential to positively affect the revenue of a non-governmental organization.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-10-25T13:43:15Z
2022-01-20
2022-01-20T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/144985
TID:203063899
url http://hdl.handle.net/10362/144985
identifier_str_mv TID:203063899
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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