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Modeling Digital Engagement Pathways in Fundraising Campaigns Using CRM-Driven Insights
Subject area: Science,Engineering and Technology · Area of research: CRM
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
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How to cite this paper
@article{1709054,
author = {Omolola Temitope Kufile, Bisayo Oluwatosin Otokiti, Abiodun Yusuf Onifade, Bisi Ogunwale, Chinelo Harriet Okolo},
title = {Modeling Digital Engagement Pathways in Fundraising Campaigns Using CRM-Driven Insights},
journal = {Iconic Research And Engineering Journals},
year = {2021},
volume = {5},
number = {3},
pages = {394-411},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1709054.pdf},
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},
month = {September},
}