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    题名: Exploring Donation Appeals in Top Not-for-Profit Websites
    作者: Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W.
    关键词: Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit
    日期: 2014-03
    上传时间: 2016-08-16 16:21:15 (UTC+8)
    摘要: 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.
    關聯: 資管評論, 19(2), 15-38
    MIS review
    数据类型: article
    DOI 連結: http://dx.doi.org/10.6131/MISR.2014.1902.02
    DOI: 10.6131/MISR.2014.1902.02
    显示于类别:[MIS review(資管評論)] 期刊論文

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