Journal article

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

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.
Faculté des sciences économiques et sociales
Département des sciences de la communication et des médias
  • English
Information, communication and media sciences
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