Web Sites as a Dialogic Tool for Charitable Fundraising NPOs

Ingenhoff, Diana; Koelling, A. Martina

doi:10.1080/1553118X.2010.489499

Back

Journal article

Web Sites as a Dialogic Tool for Charitable Fundraising NPOs : a comparative study

Ingenhoff, Diana Faculty for Business and Communication Research, University of Fribourg , Fribourg, Switzerland
Koelling, A. Martina Faculty for Business and Communication Research, University of Fribourg , Fribourg, Switzerland

2010

Published in:

International journal of strategic communication. - Taylor & Francis. - 2010, vol. 4, no. 3, p. 171-188

English Non-profit organizations (NPOs), which often dispose of a limited budget, can employ their Web sites strategically to communicate with important stakeholders. However, little research, especially in Europe, has been done so far exploring how NPOs are actually taking advantage of this. This study analyzes how charitable fundraising NPOs in Germany and Switzerland employ their Web sites for dialogic communication with donors and media. Results indicate that NPOs provide well-designed Web sites, yet, fail to engage publics in dialogue. New trends, such as Web 2.0, are still hardly taken into account. Whereas donor publics are often addressed, media are often neglected.

Faculty

Faculté des sciences économiques et sociales et du management

Department

Département des sciences de la communication et des médias

Language