Figure 2
The oval framework titled “Value Creation” contains two vertical levels, the top level labeled “Strategic level” and the bottom level labeled “Operational level”, separated by a horizontal dashed line. The framework is divided into three horizontal sections arranged from left to right. The left section is labeled “Achievement of marketing communications goals” and contains a text box that states “Advanced target segmentation”, “Long-term loyalty building”, “Resource optimization”, and “Strategic campaign creation”, under the “Strategic level. Below, under the “Operational level”, the text includes: “Automation of communication”, “Content optimization”, “Social media management”, and “Monitoring and performance analysis”. An upward arrow points from the operational-level text to the strategic-level text. The middle section is labeled “Improvement of fundraising campaigns” and contains a text box that states “Creation of a strategic concept” and “Donation trend forecasting” under the “Strategic level”. Below, under the “Operational level”, the text includes: “Predictive analysis”, “Interaction with donors”, and “Guidance of users through the donation process”. An upward arrow connects the operational-level text to the strategic-level text. The right section is labeled “Increasing of stakeholder engagement” and contains a text box that states “Relationship building”, “Trust development”, and “Stakeholder segmentation” under the “Strategic level”. Below, under the “Operational level”, the text includes: “Automate communication channel management”, “Monitor real-time stakeholder feedback”, and “Analyze data and simplify reporting and results analysis”. An upward arrow points from the operational-level text to the strategic-level text.Human–AI value creation in the third sector