Han, QiweiSimões, Ana Sofia Gomes2022-10-252022-10-252022-01-202021-12-17http://hdl.handle.net/10362/144985Thenon-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.engMachine learningBusiness analyticsBusiness and data analyticsSegmentationNon profit organizationsSocial media advertisingmaster thesis203063899