| dc.creator (作者) | Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W. | |
| dc.date (日期) | 2014-03 | |
| dc.date.accessioned | 16-Aug-2016 16:21:15 (UTC+8) | - |
| dc.date.available | 16-Aug-2016 16:21:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 16-Aug-2016 16:21:15 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/100313 | - |
| dc.description.abstract (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. | |
| dc.format.extent | 531722 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 資管評論, 19(2), 15-38 | |
| dc.relation (關聯) | MIS review | |
| dc.subject (關鍵詞) | Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit | |
| dc.title (題名) | Exploring Donation Appeals in Top Not-for-Profit Websites | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.6131/MISR.2014.1902.02 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.6131/MISR.2014.1902.02 | |
