The role of the Web site as a relationship building tool in Polish non-profit organizations

Abstract

Dialogic communication, which derives from a two-way symmetrical communication model, is considered to be an important foundation for long-lasting positive relationships with organizations and the public. The purpose of the current study was to examine the largest Polish Public Benefit Organization Web sites to determine the extent to which they use dialogic communication rules in relationship building. Also, the relation between the Web site dialogic potential and the amount of organizational revenue was scrutinized. The revenue was analyzed on two levels: total revenue acquired during the tax year and the amount of the annual 1 % of personal income tax. The results of the study indicate that Web sites of analyzed organizations fail to fully implement the dialogic communication principles. The statistical correlation between the sum of annual revenue and 1 % of personal income tax and the utilization of dialogic principles was partially supported. Nonprofits appeared to show their greatest strengths in providing basic information to online users, such as a mission statement, organization logo and history, short loading time, general contact information on the homepage and major links on the homepage to subpages. Organizational division into three clusters highlighted quite significant differences in the utilization of dialogic principles. The Web sites of the largest Polish PBOs in terms of total annual revenue and 1 % of personal income tax are characterized by significantly higher dialogic communication potential.

Exploring the Role of Narratives in Online Advocacy Work: Lessons Learned for Social Work Professionals

“…A fi nal suggestion for the organizations that perform advocacy online would be the necessity to fi nd means for engaging storytellers, followers, and the general public on social media, beyond and between social media campaigns. Th is is a suggestion that has been made by numerous other authors (Bessi et al, 2017;Caba-Pérez et al, 2018;Chun et al, 2014;Curnew and Sitter, 2016;Guo et al, 2015;Olinski and Szamrowski, 2018). While the NGO respondents in this study claim to make regular use of social media for sharing their campaigns and disseminating information their participation with comments posted to the campaign were limited to deleting negative/hurtful comments.…”

Untitled

“…Tym bardziej, iż określone narzędzia i funkcjonalności determinują zaufanie i postrzeganie organizacji przez potencjalnego darczyńcę. Dotyczyć to może choćby takich kwestii jak dialogowość stron internetowych (Kent & Taylor, 1998;Ingenhoff & Koelling, 2010;Olinski & Szamrowski, 2017;Olinski & Szamrowski, 2018), budowanie wiarygodności poprzez strony internetowe (Kensicki, 2003;Long & Chiagouris, 2006;Kenix, 2007), zarządzanie relacjami z darczyńcami (Waters & Feneley, 2013;Uzunoğlu, & Kip, 2014;Pressgrove et al, 2015;Olinski & Szamrowski, 2020).…”