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https://ah.lib.nccu.edu.tw/handle/140.119/100313
題名: | Exploring Donation Appeals in Top Not-for-Profit Websites | 作者: | Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W. | 關鍵詞: | Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit | 日期: | 三月-2014 | 上傳時間: | 16-八月-2016 | 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 |
資料類型: | article | DOI: | http://dx.doi.org/10.6131/MISR.2014.1902.02 |
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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