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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
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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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Machine learning Business analytics Business and data analytics Segmentation Non profit organizations Social media advertising