Nonprofit organizations' use of the World Wide Web: Are they sufficiently fulfilling organizational goals?
Communication & Journalism
This study explores nonprofit organizations' Web sites to determine the extent the organizations utilize the Web to accomplish organizational goals. A sample of the 100 largest NPOs in the United States was used for the study. Results found the selected NPOs were effectively using the Web to present traditional public relations materials and connect with publics. However, the organizations were largely unsuccessful in making interactive and relational communications with publics. © 2004 Elsevier Inc. All rights reserved.
Public Relations Review
Kang, S., & Norton, H. E. (2004). Nonprofit organizations’ use of the World Wide Web: are they sufficiently fulfilling organizational goals? Public Relations Review, 30(3), 279–284. https://doi.org/10.1016/j.pubrev.2004.04.002