Exploring Donation Appeals in Top Not-for-Profit Websites

Robert E. Pitts ； Julia E. Blose ； Rhonda W. Mack

《MIS REVIEW：An International Journal》 19卷2期 (2014/03) Pp. 15-38

https://doi.org/10.6131/MISR.2014.1902.02

並列摘要

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.

並列關鍵字

Online Fundraising ； Charities ； Relationship Marketing ； Emotion ； Values ； Donation Appeals ； Not-For-Profit

參考文獻

Blackbaud. (2011), '2011 state of the nonprofit industry survey', available at https://www.blackbaud.com/files/resources/downloads/research_soni_2011_executiveoverview.pdf (accessed 9 February 2012)

Blackbaud. (2011), 'Blackbaud index of charitable giving', available at https://www.blackbaud.com/nonprofit-resources/blackbaud-index.aspx (accessed 9 February 2012).

Hitdonate. (2002), 'A website design guide for online fundraisers', available at http://www.hitdonate.net (accessed 9 October 2012).

Alwitt, L.F.,Pitts, R.E.(1996).Predicting purchase intentions for an environmentally sensitive product.Journal of Consumer Psychology.5(1),49-64.

Amato, P.R.(1986).Emotional arousal and helping behavior in a real-life emergency.Journal of Applied Social Psychology.16(7),633-641.