Figure 1
The framework shows three horizontally aligned columns labeled “First-order concepts”, “Second-order themes”, and “Aggregate dimensions”. The first column, labeled “First-order concepts”, contains nine vertically arranged textboxes labeled from top to bottom as follows: Textbox 1: “A I helps connection with target audience; A I is primarily used to automate routine tasks that also require creativity and analysis; A I is key for creating visuals across N P O marketing channels”. Textbox 2: “A I helps N P O s to monitor digital channel analytics in real time; A I is key for analysing stakeholder preferences on digital channels”. Textbox 3: “A I enables N P O s to allocate the marketing communications budget; A I helps N P O s in routinized communication activities”. Textbox 4: “A I detects trends in donation behaviour; A I helps in segmenting potential donors; A I predicts donor likelihood and estimated contribution amounts”. Textbox 5: “A I offers instant support to existing and potential donors; A I ensures donor communications are timely and consistent”. Textbox 6: “A I identifies new actors who could support the social cause of the N P O; A I helps N P O s in creating project proposals to obtain funding”. Textbox 7: “A I-generated content includes call to action for stakeholders; A I-generated content illustrates the N P O s’ social causes in detail”. Textbox 8: “A I tools recommend content and opportunities tailored to stakeholders’ interests; A I enables empathetic, personalized, and automated responses”. Textbox 9: “A I-generated communications keep stakeholders informed and updated; A I-generated content offers greater transparency about the social causes of N P O s”. The middle column labeled “Second-order themes” contains nine vertically arranged textboxes labeled from top to bottom as follows: Textbox 10: “Content optimization and personalization”. Textbox 11: “Data-driven decision”. Textbox 12: “Limited resources management”. Textbox 13: “Identification of new donors and analysis of their behaviors”. Textbox 14: “Donors’ experience optimization”. Textbox 15: “Enhancement of new funding opportunities”. Textbox 16: “Active engagement of stakeholders in N P O s’ social causes”. Textbox 17: “Customized content and communication”. Textbox 18: “Enhancements in loyalty and trust”. The third column, labeled “Aggregate dimensions”, contains three vertically arranged textboxes labeled from top to bottom as follows: Textbox 19: “A I for marketing communications objectives”. Textbox 20: “A I for fundraising purposes”. Textbox 21: “A I for stakeholder engagement”. Textbox 1 is connected to Textbox 10 with a horizontal line. Textbox 2 is connected to Textbox 11 with a horizontal line. Textbox 3 is connected to Textbox 12 with a horizontal line. Textbox 4 is connected to Textbox 13 with a horizontal line. Textbox 5 is connected to Textbox 14 with a horizontal line. Textbox 6 is connected to Textbox 15 with a horizontal line. Textbox 7 is connected to Textbox 16 with a horizontal line. Textbox 8 is connected to Textbox 17 with a horizontal line. Textbox 9 is connected to Textbox 18 with a horizontal line. Textbox 10, Textbox 11, and Textbox 12 are connected to Textbox 19 with three individual horizontal lines. Textbox 13, Textbox 14, and Textbox 15 are connected to Textbox 20 with three individual horizontal lines. Textbox 16, Textbox 17, and Textbox 18 are connected to Textbox 21 with three individual horizontal lines.Data structure