An exploratory study of nonprofit organisations' use of the internet for communications and fundraising (original) (raw)
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The Impact of the Web and Social Media on the Performance of Nonprofit Organizations
Journal of International Technology and Information Management, 2019
This research empirically analyzes the impact of both the Web and social media on the performance of nonprofit organizations by using 100 nonprofit organizations ranked by web traction measures, including Facebook Likes and Twitter Followers. Our findings from ANOVA and non-parametric tests demonstrate that nonprofit organizations with higher web traction have greater contributions and grants than others with lower web traction. These findings suggest that the use of the Web coupled with social media promotes better, interactive (two-way) communications with the public, as well as fundraising and that nonprofit organizations that attract more supporters on the Web and social media can increase charitable giving. Our regression analyses based on the economic model of giving that estimates the direct relationship between web traction and donations show similar results. However, the results also show that the impact of economic factors such as price and fundraising activities on charit...
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Nonprofit Organizations’ Perceptions and Uses of the Internet
Television & New Media Studies, 2008
This research examines how nonprofit organizations perceive and utilize the internet through the framework of Habermas’s theory of the public sphere. In seven focus groups across the country, 52 people responsible for creating internet strategy and/or web content for nonprofit organizations participated. Claims of sweeping improvements in democratic participation through the internet were not supported. Almost no organiza- tions utilized the technology for horizontal or vertical flows of communication, data communality, interactivity, or engaged participation. Furthermore, these nonprofit organizations believed the internet offered little democratizing power but paradoxically provided instant credibility. Those making communication decisions overwhelmingly performed in technical rather than strategic roles as they pushed their message out to the public without any regard to feedback or communication strategy. These individuals also believed the corporate model would drive future internet growth, although they rarely trained internet workers. Possible reasons for these findings and implications for nonprofit organizations are discussed.
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Research suggests that Americans' commitment to philanthropy remains strong, and the Web has provided an immediate and easy means to express support. As such, it is important for scholars and practitioners alike to understand how to better develop online philanthropic-based relationships. To do this, the co-creational public relations literature is examined and the concept of stewardship is advanced as a theoretical framework through the theoretical lens of dialogue. Using a content analysis methodology, the author found a relationship between the number and types of Web features used and amount of money raised. In addition, a theoretical model for studying donor stewardship on the Web is proposed.
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Nonprofit Organizations and Social Media Use
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The use of social media technologies such as Facebook, Twitter, Instagram, and LinkedIn has enhanced and increased the communication and engagement strategies available to nonprofit organizations. This chapter focuses on and addresses the question of nonprofit use of social media by examining the main objectives for using social media, and whether social media has been effective in meeting these objectives. Existing research on nonprofit social media use tends to focus on finding out which social media tools nonprofit organizations are using and which one of these yields the most impact. To answer these questions, descriptive analysis is conducted on social media technologies and their usage to identify associations between effectiveness of social media in meeting objectives. These questions go beyond asking why nonprofit organizations use social media and analyzes how they meet their objectives using various social media tools.
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Corporate philanthropy communication on donor websites
Journal of Information, Communication and Ethics in Society
Purpose This paper aims to examine whether companies engaging in corporate philanthropy, a component of corporate social responsibility (CSR), disclose information about such activities publicly on their websites, analyze whether there is a relation between the kind of charitable giving (in-kind donations or financial gifts), the number of donation types, or the industry sector the company belongs to, the mention on the company website and whether there is a relation between communicate company corporate philanthropy and communicate other company CSR issues. Design/methodology/approach The research methodology was descriptive statistics research method. The data were collected during the months of June and July 2013 from the websites of 141 companies that had recently engaged in corporate philanthropy. Findings The study found that, surprisingly, a considerable portion of companies practicing corporate philanthropy do not disclose that information on their websites. This was especia...
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How Nonprofit Organizations Use Social Media for Fundraising: A Systematic Literature Review
International Journal of Business and Management
Social media (SM) are widely used by nonprofit organizations (NPOs). However, little is known about how they are used for fundraising, especially regarding their benefits/disbenefits, and the optimum strategies for maximizing value from such campaigns. The study presented here aimed to address this gap by collecting, analyzing and synthesizing the results of the corpus of published academic research on this topic. Of 194 potentially relevant search results generated from seven international online databases, only 71 (62 studies) fully met the inclusion criteria. Most of these qualifying studies were published in social science journals in the past three years and derived from high-income countries. Our findings indicate that the benefits NPOs can obtain from using SM for fundraising include increased transparency and accountability, operational, involvement and engagement, and improved organizational image (although in respect of the two latter, outcomes can be mixed). The strategie...
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