Modeling Digital Engagement Pathways in Fundraising Campaigns Using CRM-Driven Insights

• Author(s): Omolola Temitope Kufile ; Bisayo Oluwatosin Otokiti ; Abiodun Yusuf Onifade ; Bisi Ogunwale ; Chinelo Harriet Okolo
• Paper ID: 1709054
• Page: 394-411
• Published Date: 30-09-2021
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 5 Issue 3 September-2021

Abstract

Digital fundraising campaigns have undergone a transformative shift, driven by the integration of Customer Relationship Management (CRM) systems, data analytics, and digital engagement platforms. This paper develops a comprehensive model for analyzing and optimizing digital engagement pathways in nonprofit fundraising campaigns. By leveraging CRM-derived behavioral data, machine learning, and multichannel interaction patterns, we present a framework that identifies high-conversion engagement journeys across email, social media, websites, and SMS. Using historical campaign data from multiple nonprofit organizations, we apply supervised learning techniques and Markov Chain modeling to derive insights into donor behavior, channel synergy, and content effectiveness. The results indicate that CRM-driven models significantly improve campaign attribute, donor retention, and personalized outreach strategies. Our findings highlight the value of integrating CRM analytics into strategic fundraising workflows and offer practical implications for campaign managers seeking to maximize donor lifetime value and engagement ROI.

Keywords

CRM, digital fundraising, engagement pathways, donor behavior, campaign analytics, multichannel attribution

Citations

IRE Journals:
Omolola Temitope Kufile , Bisayo Oluwatosin Otokiti , Abiodun Yusuf Onifade , Bisi Ogunwale , Chinelo Harriet Okolo "Modeling Digital Engagement Pathways in Fundraising Campaigns Using CRM-Driven Insights" Iconic Research And Engineering Journals Volume 5 Issue 3 2021 Page 394-411

IEEE:
Omolola Temitope Kufile , Bisayo Oluwatosin Otokiti , Abiodun Yusuf Onifade , Bisi Ogunwale , Chinelo Harriet Okolo "Modeling Digital Engagement Pathways in Fundraising Campaigns Using CRM-Driven Insights" Iconic Research And Engineering Journals, 5(3)