Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/100313
DC Field | Value | Language |
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dc.creator | Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W. | |
dc.date | 2014-03 | |
dc.date.accessioned | 2016-08-16T08:21:15Z | - |
dc.date.available | 2016-08-16T08:21:15Z | - |
dc.date.issued | 2016-08-16T08:21:15Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/100313 | - |
dc.description.abstract | 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. | |
dc.format.extent | 531722 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | 資管評論, 19(2), 15-38 | |
dc.relation | MIS review | |
dc.subject | Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit | |
dc.title | Exploring Donation Appeals in Top Not-for-Profit Websites | |
dc.type | article | |
dc.identifier.doi | 10.6131/MISR.2014.1902.02 | |
dc.doi.uri | http://dx.doi.org/10.6131/MISR.2014.1902.02 | |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | open | - |
item.openairetype | article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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19(2)-15-38.pdf | 519.26 kB | Adobe PDF2 | View/Open |
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