Adding Time and Subject Line Features to the Donor Journey

Greg Lee; Ajith Raghavan; Mark Hobbs

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Paper

Adding Time and Subject Line Features to the Donor Journey

Topics: Deep Learning; Industrial Applications of AI; Machine Learning; Neural Networks

In Proceedings of the 15th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART, 45-54, 2023 , Lisbon, Portugal

Authors: Greg Lee ¹ ; Ajith Raghavan ² and Mark Hobbs ²

Affiliations: ¹ Jodrey School of Computer Science, Acadia University, 27 University Avenue, Wolfville, Canada ; ² Fundmetric, 1526 Dresden Row, Halifax, Canada

Keyword(s): Machine Learning, Time Series Data, Charitable Giving.

Abstract: The donor journey is the path a charitable constituent takes on their way to making a donation. Charities are moving towards more electronic communication and most appeals are now sent via email. The donor journey can be followed electronically, monitoring constituent and charity actions. Previous research has shown that it is possible to use past actions of a donor to predict their next gift within $25. We build on this research by adding new features that capture the time between actions, as well as new email features, including subject lines features in such a way as to isolate their effect on model accuracy. These additions show a small improvement in accuracy of recurrent neural network models for most charities, showing these features do indeed help deep learning methods understand the donor journey.

CC BY-NC-ND 4.0

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Paper citation in several formats:

Lee, G. ; Raghavan, A. and Hobbs, M. (2023). Adding Time and Subject Line Features to the Donor Journey. In Proceedings of the 15th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART; ISBN 978-989-758-623-1; ISSN 2184-433X, SciTePress, pages 45-54. DOI: 10.5220/0011620900003393

@conference{icaart23,
author={Greg Lee and Ajith Raghavan and Mark Hobbs},
title={Adding Time and Subject Line Features to the Donor Journey},
booktitle={Proceedings of the 15th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART},
year={2023},
pages={45-54},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011620900003393},
isbn={978-989-758-623-1},
issn={2184-433X},
}

TY - CONF

JO - Proceedings of the 15th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART
TI - Adding Time and Subject Line Features to the Donor Journey
SN - 978-989-758-623-1
IS - 2184-433X
AU - Lee, G.
AU - Raghavan, A.
AU - Hobbs, M.
PY - 2023
SP - 45
EP - 54
DO - 10.5220/0011620900003393
PB - SciTePress