A STUDY ON DONOR-DECISION MAKING FOR NON-PROFIT ORGANISATIONS USING EEG

Abstract

The Introduction presents an overview of the research on donor decision-making for non-profit organisations employing EEG technology. It describes the research's aim, and objectives and also assesses research questions and usefulness for understanding and optimising fundraising strategies. After assessing the main motive of the research, literature review offers an overview of the literature form existing research. That has been done on the subject of donor decision-making for nonprofit organisations that use EEG technology. It delves into significant concepts like the neural markers that correlate with altruistic behaviour also the impact of fundraising appeals on neural responses. It also delves the difficulties and ethical issues of using EEG in fundraising situations and recognises the literature gap. The chapter provides the basis for comprehending the opportunities and challenges associated with donor engagement strategies based on EEG. The methodology chapter provides an overview of the research methodology used to examine nonprofit organisations' donor decision-making processes using EEG analysis. It describes the collection process of qualitative data from academic publications and papers. The chapter also describes the thematic analysis that was used to interpret the data. The structure includes an interpretive research philosophy that emphasises subjective understanding. It is augmented with an inductive technique and a descriptive research design. These choices regarding methodology ensure an exhaustive analysis of the dynamics of donor decision-making. In the findings chapter, a qualitative analysis of EEG-based research by ISKCON was done. It explores the brain reactions associated with decision-making related to donors during different types of spiritual and meditation activities. The findings provide a foundation for improving donor engagement strategies. It also sheds light on the important ways in which various activities affect cognitive states. The research was divided into two phases. There are initial tests taking place at the start of each to provide benchmarks for participants' brain activity. Important exercises that were selected because they were pertinent to ISKCON's spiritual practices were Kirtan, Japa meditation, reciting the Bhagavad Gita, and Bhajan singing. EEG findings showed that Kirtan and Japa meditation considerably increased cognitive engagement and maintained attention. The findings highlight the importance of it is to include techniques that promote calmness and mental balance in order to maximise donations for NGO as ISKCON.