Nonprofit organizations’ use of the World Wide Web: are they sufficiently fulfilling organizational goals?

Los sistemas de autorregulación ética en las organizaciones no gubernamentales (ONG)

“…This is even more true when the new technologies, and specifically the Internet, are a low-cost communication and transparency tool that is affordable for everyone, a resource which is fated to become one of the cornerstones of testing NGOs' transparency (Gálvez et al, 2009) which lowers the amount of time it takes to distribute information and has contributed to its effitirse en uno de los pilares para testar la transparencia en las ONG (Gálvez et al, 2009) que reduce el tiempo de distribución de la información y ha contribuido a su eficiencia (Ingenhoff & Koelling, 2007). No obstante, la divulgación a través de la web de la información que el compromiso de gestión ética requeriría como política de transparencia no es tan habitual en las ONG (Kang & Norton, 2004). Actualmente se observa que la mayoría de las páginas web de las ONG son estáticas, poco actualizadas y con baja frecuencia de visitas (Cramer, 2009).…”

“…ciency (Ingenhoff & Koelling, 2007). However, divulging online the information that a commitment to ethical management would require as a transparency policy is not very common among NGOs (Kang & Norton, 2004). Today we can state that the majority NGO websites are static, not updated very often and have a low number of visitors (Cramer, 2009).…”

Web Sites as a Dialogic Tool for Charitable Fundraising NPOs: A Comparative Study

“…Different studies have indicated that NPOs often use their Web sites for information purposes and to distribute traditional public relations material and thus miss out on the opportunity of building and enhancing relationships with stakeholders (Naudé et al, 2004, Kang & Norton, 2004, Taylor et al, 2001, Waters, 2007b. However, what has to be investigated is whether the increased use of the internet in public relations might have proceeded to facilitate relationships to publics in the meantime, or if it has not reached its full potential yet.…”

“…Furthermore, studies have found that organizations that reply to e-mail requests for information are more likely to employ dialogic features on their Web sites than organizations that do not respond (Taylor et al, 2001;Kent et al, 2003). Responsiveness may thus be considered an indicator of how effectively the organizations employ dialogic features on their Web sites (Taylor et al, 2001 Different authors (Kang & Norton, 2004;Heath, 1998) referred to the potential of the Internet as a cost-effective medium of equalizing public relations performance of organizations of various sizes and funds. However, the employment of dialogic principles in Web sites also reflects a certain commitment of resources by the organizations providing the site.…”

“…Previous studies have already operationalized some or all of those principles (Esrock & Leichty, 1999;Naudé, 2001;Reber & Kim, 2006;Taylor et al, 2001) and were thus used as a framework for the coding scheme developed. The operationalization was enhanced through literature on Web-based communication of profit and nonprofit organizations (Callison, 2003;Cooley, 1999;Ha & James, 1998;Kang & Norton, 2004;Nielsen, 2000, Potts, 2005Viest, 2004;Waters, 2007a).…”