Managing Relationships: A Content Analysis of Nonprofit Organization Websites

Abstract

This thesis utilizes a content analysis to explore how relationships are managed by nonprofit organizations with their publics via their Websites. It finds that while most nonprofit organizations are in fact engaging in all six of the relational strategies (access, positivity, openness, shared tasks, networking and assurances) the level at which these strategies are engaged is low. This study then discusses those implications as well as limitations of the study and future research.