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 > 資管評論 > 期刊論文 >  Item 140.119/100313


    请使用永久网址来引用或连结此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/100313


    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:[資管評論] 期刊論文

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