Use of Social Tools among Nonprofit Publics: Research Presentation

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UGA Grady College PR undergraduate students Catherine Capers, Lesley Anne Dickerson, Kristin Eichbauer, Rebecca Holton, and Lauren Miller present their original research Relationship Management: A Study of Non-profit Internet Presence. This online survey investigates how a non-profit organization's Internet presence strengthens relationship management between the organization and its publics, as reported by 222 respondents. Respondents reported online behaviors and interaction with non-profit groups, such as the American Red Cross. Data indicates a positive, moderate statistically significant correlation between donors and volunteer's trust and the relationship management factor of conversational human voice. Results indicate that respondents are more likely to donate money to a non-profit organization given that donation transactions are conducted on the official Web site. The differences in interest in non-profit social media are significant depending on whether a volunteer finds a permanent link to the organization's Web site important or not important. Some respondents place importance on the Web sites ability to offer planned giving, and those who find this important have a significantly different value of volunteer trust than those who find this unimportant. This research was conducted as a part of Dr. Kaye Sweetser's fall 2009 ADPR 3510 undergraduate Public Relations Research class at UGA's Grady College. Their final research report is at http://podcasting.gcsu.edu/4DCGI/Podcasting/UGA/Episodes/13833/9369.pdf

Category: Education
Uploaded: December 5th, 2009 @ 2:46 am
Author: kayesweetser

Length: 09:51
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Tags: uga grady gradycollege pr publicrelations adpr3510 katycapers catherinecapers lesleyannedickerson kristineichbauer rebeccaholton laurenmiller

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