The digitalization of non-governmental organizations: factors and organizational characteristics

Sviesa Leitoniene (), Halina Waniak-Michalak () and Ivana Perica ()
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Sviesa Leitoniene: Kaunas University of Technology
Halina Waniak-Michalak: University of Lodz
Ivana Perica: University of Split

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 3, No 3, 549-569

Abstract: Abstract Digitalization of non-governmental organizations (NGOs) is driven in part by legislative requirements, but also results from changes in technology and stakeholders' expectations. This research aims to determine the extent to which NGOs are digitizing their activity and communication with beneficiaries, donors, and other stakeholders. We also answer the research question of what factors and organizational characteristics influence the level of digitalization of NGOs. We use fractional logit regression and parametric tests for 182 NGOs from three countries: Poland, Croatia and Lithuania. The research proved a statistically significant relation between the level of digitalization of NGOs and their scope of activity, type of beneficiaries and the size of the organization as measured by the logarithm of revenue and the logarithm of assets. The results, however, cannot be generalized to all NGOs in all countries. Research was limited to three chosen countries in Central and Eastern Europe, and we can expect different institutional settings in other countries influenced by law, culture, technology, and economic development.

Keywords: Nongovernmental organizations; Digitalization; NGOs; COVID- 19; Pandemic; Communication; Accountability (search for similar items in EconPapers)
JEL-codes: L31 L38 L39 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00438-9

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