A Conceptual Design of an AI-Enabled Decision Support System for Analysing Donor Behaviour in Nonprofit Organisations

Analysing and understanding donor behaviour in nonprofit organisations (NPOs) is challenging due to the lack of human and technical resources. Machine learning (ML) techniques can analyse and understand donor behaviour at a certain level; however, it remains to be seen how to build and design an artificial-intelligence-enabled decision-support system (AI-enabled DSS) to analyse donor behaviour. Thus, this paper proposes an AI-enabled DSS conceptual design to analyse donor behaviour in NPOs. A conceptual design is created following a design science research approach to evaluate an AI-enabled DSS’s initial DPs and features to analyse donor behaviour in NPOs. The evaluation process of the conceptual design applied formative assessment by conducting interviews with stakeholders from NPOs. The interviews were conducted using the Appreciative Inquiry framework to facilitate the process of interviews. The evaluation of the conceptual design results led to the recommendation for efficiency, effectiveness, flexibility, and usability in the requirements of the AI-enabled DSS. This research contributes to the design knowledge base of AI-enabled DSSs for analysing donor behaviour in NPOs. Future research will combine theoretical components to introduce a practical AI-enabled DSS for analysing donor behaviour in NPOs. This research is limited to such an analysis of donors who donate money or volunteer time for NPOs.