A Conceptual Design of AI-enabled Decision Support System for Analysing Donor Behaviour in Non-profit Organisations

Analysing and understanding donor behaviour in Non-profit 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 through conducting interviews with stakeholders from NPOs. The interviews were conducted using the Appreciative Inquiry framework to facilitate the process of interviews. The results of analysis based on the interviews provide insightful information not only about the proposed conceptual design for an AI-enabled DSS, but also about what is required to analyse donor behaviour NPOs using DSS. Evaluating the conceptual design results recommend efficiency, effectiveness, flexibility, and useability in the requirements of the AI-enabled DSS. This research contributes to the design knowledge base of AI-enabled DSS 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 analysis on donors who donate money or volunteer time for NPOs.