How Nonprofit Organizations Manage Impression with Websites to Increase Donations
碩士 === 國立臺北大學 === 企業管理學系 === 102 === In the highly competitive and resource scarce environment, non-profit organizations (NPOs) must create a positive brand image in order to get the public's favor and trust, and therefore more donations. This study explores how information items on websites im...
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| Format: | Others |
| Language: | en_US |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/64146723949585754330 |
| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 102 === In the highly competitive and resource scarce environment, non-profit organizations (NPOs) must create a positive brand image in order to get the public's favor and trust, and therefore more donations. This study explores how information items on websites improve nonprofit brand image. A content analysis and card sorting is used to find out which information items on websites are associated with the desired images. Next, a survey study is conducted to measure what information items can improve nonprofit brand image and lead to a higher intention to donate.
This study shows that information items regarding operational management and communication and consultation will generate images of usefulness. Information items regarding objective and service and online service will produce the image of dynamism. The images of usefulness and dynamism increase website viewers’ intention to donate. This study provides the guidelines for NPO impression management with websites.
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