ABSTRACT

This article tries to identify how well nonprofit organizations incorporate the four stewardship strategies into their websites. Previous literature describing the concept of stewardship in nonprofit organizations omits online context or it is focused on large organizations. Moreover, the research area has primarily centered upon American nonprofit organizations. Research results have shown that the size of the organization, (measured by the level of annual revenue and receiving 1% of personal income tax) affects the implementation of stewardship strategies. For organizations that allow donations to be made from the level of their own website, the use of strategies that improve cultivating positive relationships with stakeholders should be particularly important. The stewardship concept seems to be particularly useful for this purpose. However, the research results indicate that the level of using the stewardship concept in the WWW environment of Polish public benefit organizations is at most moderate. In addition, the research showed that the stewardship concept in the analyzed organizations is also discontinuous.

摘要

本文试图确定非营利组织如何将这四种管理策略纳入其网站。以前描述非营利组织管理概念的文献省略了在线背景或关注大型组织。此外，研究领域主要集中在美国的非营利组织。研究结果表明，组织的规模（以年收入水平和征收 1% 的个人所得税来衡量）会影响管理策略的实施。对于允许从自己的网站层面进行捐赠的组织，使用改善与利益相关者建立积极关系的策略尤其重要。管理概念似乎对此特别有用。然而，研究结果表明，波兰公益组织在WWW环境中对管理理念的运用水平至多处于中等水平。此外，研究表明，被分析组织中的管理概念也是不连续的。