政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/100313

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政大機構典藏 > 學術期刊 > MIS review(資管評論) > 期刊論文 > Item 140.119/100313

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/100313

Title:	Exploring Donation Appeals in Top Not-for-Profit Websites
Authors:	Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W.
Keywords:	Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit
Date:	2014-03
Issue Date:	2016-08-16 16:21:15 (UTC+8)
Abstract:	This study explores the donation appeal strategies employed on forty-seven of the most successful nonprofit organizations` websites. Through examination of the structural elements and textual content of each site, Hypotheses linking fundraising performance to the use of active solicitation, relationship building strategies and emotion/value-based themes were tested. Based on this analysis, no specific, consistent patterns of traditional, web-based marketing oriented solicitations commonly found in for-profit sites emerged. However, when the analysis was expanded to include affective responses and value perceptions of the sites as evaluated by a panel of subjects in an attempt to capture themes depicted through pictures and other non-textual means, a link between these responses and fundraising performance was detected. Together, these results suggest opportunities exist for more direct and aggressive solicitation of donors through the web.
Relation:	資管評論, 19(2), 15-38 MIS review
Data Type:	article
DOI 連結:	http://dx.doi.org/10.6131/MISR.2014.1902.02
DOI:	10.6131/MISR.2014.1902.02
Appears in Collections:	[MIS review(資管評論)] 期刊論文

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