Predicting donation behavior: Acquisition modeling in the nonprofit sector using Facebook data

The purpose of this study is to demonstrate the value of Facebook data in predicting first-time donation behavior. More specifically, we provide evidence that Facebook data can be used as a valuable data source for nonprofit organizations in acquiring new donors. To do so, we evaluate three different dimensionality reduction techniques (i.e., singular value decomposition, non-negative matrix factorization, and latent Dirichlet allocation) over...