Affordances of e-Newsletters for NPO General-Public Stakeholders (original) (raw)

VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations

Abstract

The study investigates the affordances of email newsletters as perceived by the general public subscribers of non-profit organizations’ e-newsletters, through analyzing over 17,000 survey responses. An affordance lens acknowledges the possibility of multiple courses of action and forms of engagement in relation to the technology. Findings reveal that email newsletters may be more useful in terms of relationship cultivation than has been generally recognized, but also that perceptions of email affordances varied considerably between segments of the non-profit sector. While finding no strong links between e-newsletter receipt and volunteering or donation activity, the usefulness of email newsletters in terms of building connection between organization and recipient was confirmed at a moderate level. While illuminating the range of affordances offered by email, which has been largely overlooked in the literature, this study also suggests a number of implications for organizations in the non-profit sector.

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