AI-driven emotion analysis is transforming how nonprofit organizations understand donor behavior and improve fundraising strategies. By looking at examples from the Fred Hollows Foundation and the University of Auckland, this case study delves into the role of advanced AI tools in sentiment and specific emotion analysis to enhance donor engagement and predict behavior.This case study explores how nonprofit organizations can leverage AI-powered emotion analysis to gain nuanced insights into donor motivations and develop effective fundraising strategies. It examines the differences between sentiment analysis and specific emotion analysis, highlighting how each contributes to understanding donor behavior. The case study also investigates how emotions such as joy, sadness, and anger influence donor actions. It also emphasizes the use of advanced AI tools like BERT-based models for precision in emotion detection and discusses the importance of aligning emotional appeals with organizational goals while avoiding donor fatigue. &nbsp;

Abstract

Important Remarks: This case study is an extended and recreated version of an original academic journal article titled “<a href="https://journals.sagepub.com/doi/full/10.1177/14707853241261248" target="_blank" rel="noopener noreferrer">The Power of Specific Emotion Analysis in Predicting Donations: A Comparative Empirical Study between Sentiment and Specific Emotion Analysis in Social Media</a>” published in the International Journal of Market Research, Volume 66, Issue 5, in 2024 by co-authors Sanghyub John Lee, Leo Paas, and Ho Seok Ahn from the University of Auckland, New Zealand. University affiliations and titles are based on the time of the article's publication and may or may not reflect current affiliations or titles.This extended case study builds upon original research, analyzing how AI-driven emotion analysis can predict donation behavior by examining the Fred Hollows Foundation and the University of Auckland as case examples. The study maintains a neutral stance, intended for educational exploration and classroom discussion rather than highlighting effective approaches for fundraising or marketing strategies.<hr><h5 style="text-align:justify;">Introduction</h5>AI-driven emotion analysis has emerged as a powerful tool in predicting donor behavior, enabling organizations to tailor their outreach strategies based on emotional insights. This case study explores how AI-driven emotion analysis can predict donation behavior by examining the Fred Hollows Foundation and the University of Auckland as case examples. The Fred Hollows Foundation, established to combat preventable blindness, has a rich history of using emotional appeals to inspire charitable giving. The University of Auckland, with a mission focused on educational advancement, represents a contrasting nonprofit sector, where academic research and societal impact drive donor support. These organizations were chosen for their distinct roles and varied approaches to engaging donors. Their differing emotional drivers offer unique insights into the motivations that can shape donations across diverse nonprofit contexts, highlighting how AI insights can guide more effective fundraising strategies for a broad range of organizations. &nbsp;

Introduction

Emotion Analysis: Understanding Emotion in Donation Behavior

How Emotions Impact Donations

The Case of Fred Hollows and the University of Auckland

Quiz

Discussion Questions

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AI-driven emotion analysis is reshaping donor prediction and outreach. How can emotional insights transform fundraising strategies across nonprofits?
