Non-Profit Organisation websites and fundraising

Jean A. Pratt, Ravshan Yakabov, Rachel Glinski and Karina Hauser

International Journal of Management and Enterprise Development, 2009, vol. 6, issue 1, 55-79

Abstract: This three-phase research study (a) assessed the level and purpose of internet presence by the US Non-Profit Organisations (NPOs), (b) compared web-technology implementation with organisation revenue and (c) identified attitudes of NPOs toward their own and others' websites. Results of Phase I research indicated that slightly more than 50% of the sampled NPOs had an internet presence. A variance in website use was demonstrated across sites within each category of use and across each of the US Standard Industrial Classification category. Results of Phase II indicated that two web-based technologies were associated with significantly higher reported revenue among NPOs: (a) ability to make online donations and other transactions and (b) access to a secure login to additional membership benefits. Results of Phase III indicated that the primary perceived use of NPO websites was to distribute information and support two-way communication rather than to raise organisation-sustaining funds.

Keywords: charities; fundraising; information technology; non-profit organisations; enterprise development; NPOs; relationship management; NPO websites; internet presence; online donations; information dissemination; communication. (search for similar items in EconPapers)
Date: 2009
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