Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400
Article first published online: 26 SEP 2007
© Wiley Periodicals, Inc.
Nonprofit Management and Leadership
Volume 18, Issue 1, pages 59–76, Autumn (Fall) 2007
How to Cite
Waters, R. D. (2007), Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400. Nonprofit Management and Leadership, 18: 59–76. doi: 10.1002/nml.171
- Issue published online: 26 SEP 2007
- Article first published online: 26 SEP 2007
To evaluate the current status of communication and fundraising strategies on the Internet, a stratified random sample of the Chronicle of Philanthropy's Philanthropy 400 was content-analyzed in mid-January 2005. Web sites were coded on variables identified in practitioner and scholarly literature on issues of accountability, fundraising practices, and interactive communication strategies. Chi-square analysis found that the top nonprofit organizations included copies of their annual reports, organizational goals, and mission statements, while second-tier organizations were more likely to use a sales approach by using e-commerce technology and terminology to process online donations.