Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Waters, Richard D.

doi:10.1002/nml.171

Cited by 139 publications

(115 citation statements)

References 14 publications

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“…However, not all NPOs are taking full advantage of their online resources. Waters (2003) found that many NPOs focused only on one-way online communication, instead of using the Internet as a method to develop client and donor relationships. Hart (2002) recommends the prudent use of e-mail, ''send to a friend'' invitations, ''pass-along'' marketing, and Internet-based donations (Hart, 2002).…”

Section: A Special Note On Internet Marketingmentioning

confidence: 99%

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Pope

Isely

Asamoa‐Tutu

2009

Journal of Nonprofit & Public Sector Marketing

118

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Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960-1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.

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Section: A Special Note On Internet Marketingmentioning

confidence: 99%

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Pope

Isely

Asamoa‐Tutu

2009

Journal of Nonprofit & Public Sector Marketing

118

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“…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.…”

Section: Rq1: To What Extent Do Charitable Fundraising Npos Employ Tementioning

confidence: 99%

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

Ingenhoff

Koelling

2010

International Journal of Strategic Communication

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“…However, much of the research suggests that organizations have struggled to use these technologies, perhaps as a result of lacking the know-how or the staff to create content and monitor feedback (Kent, Taylor, and White 2003;Saxton, Guo, and Brown 2007). Online social networking sites such as Facebook and Twitter have the potential to mitigate these obstacles, given that they are free and incredibly easy to use and have built-in interactivity that provides organizations, both large and small, the opportunity to maintain real-time contact with a wide variety of stakeholders (Waters 2007).The potential of social media to enhance organizational communication is particularly intriguing to those working in higher education. Whereas e-mail continues to be the dominant form of communication on college campuses, studies suggest that many students prefer social media (boyd and Ellison 2007;Lenhart, Madden, and Hitlin 2005).…”

mentioning

confidence: 99%

The “Liked” Department: Using Facebook Analytics for Strategic Communication

Waite

Wheeler

2014

APSC

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T h e P r o f e s s i o n O rganizational communication has undergone dramatic changes in recent years as organizations of all types have rushed to experiment with social media as a means of interacting with key publics. In particular, colleges and universities have a keen interest in this trend, given that they are marketed as innovative institutions and that their target demographic is tech-savvy young people. The rapid adoption of social media technologies has resulted in poorly understood changes in why or how academic departments use sites such as Facebook and the eff ects that using social media to communicate various types of content have on student engagement.Scholars have produced an impressive amount of research focusing on how social media can be incorporated into the classroom to enhance the learning process. Far less research has examined how universities and their various subunits, particularly academic departments, use social media to achieve goals outside of the classroom. This is perplexing given that even a cursory review shows that many university entities and subunits have a social media presence that is unrelated to classroom activities. Is social media being used for its own sake or is it actually accomplishing specifi c goals-and, if so, how? The purpose of this article is to answer these questions by examining how one academic department's Facebook page has been ABSTRACT used to recruit prospective students and to share information with current students. This purpose was achieved by developing a content typology that allowed the authors to determine which types of posts generate the most student response or interest. The fi ndings off er important lessons for those who want to use social media for organizational communication in higher academia. LITERATURE REVIEWThe advent of personal computing and the Internet promised to usher in a new era of possibilities for organizations to communicate with and engage their key stakeholders and the general public. However, much of the research suggests that organizations have struggled to use these technologies, perhaps as a result of lacking the know-how or the staff to create content and monitor feedback (Kent, Taylor, and White 2003;Saxton, Guo, and Brown 2007). Online social networking sites such as Facebook and Twitter have the potential to mitigate these obstacles, given that they are free and incredibly easy to use and have built-in interactivity that provides organizations, both large and small, the opportunity to maintain real-time contact with a wide variety of stakeholders (Waters 2007).The potential of social media to enhance organizational communication is particularly intriguing to those working in higher education. Whereas e-mail continues to be the dominant form of communication on college campuses, studies suggest that many students prefer social media (boyd and Ellison 2007;Lenhart, Madden, and Hitlin 2005). The ubiquitous and interactive nature of social media opens up several avenues to further the missions of colleges and univers...

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Nonprofit organizations' use of the internet: A content analysis of communication trends on the internet sites of the philanthropy 400

Cited by 139 publications

References 14 publications

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

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

The “Liked” Department: Using Facebook Analytics for Strategic Communication

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