Autor: Peter Popkowski-Leszczyc (The University of Queensland)
Abstract: Effective fundraising requires mapping marketing actions to donation outcomes. To do that, segmentation of the relevant actors is essential. Fundraising involves the simultaneous consideration of three different actors– the donor, the charitable organization raising the funds, and the beneficiary. Segmenting preferences and motives with respect to all three requires an integrative framework. In this work, we propose a framework involving a compound conjoint analysis that links separate sets of revealed preferences in conjoint experiments with survey responses that extract directly elicited preferences and motives combining multiple elicitation methodologies. We find substantial improvement in fit for donation predictions and out-of-samples donation predictions taking advantage of the interactions among the three sets of actors. We further show that an analysis that focuses exclusively on the donor does not predict actual donations as well as analysis that incorporates the charities and the beneficiaries.