Utilizing websites as a means of communication is becoming more prevalent. This is especially true for nonprofit organizations, as websites have become an integral tool in communicating with donors (Nonprofit Marketing Guide 2012). Because websites are an important marketing tool for nonprofit organizations, understanding how website characteristics influence donation becomes paramount. The current research suggests that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation. Conversely, for low-involvement donors, content is king.

中文翻译：

---

内容为王，但环境为王：参与如何促进网站的影响

利用网站作为一种交流手段正变得越来越普遍。对于非营利组织而言尤其如此，因为网站已成为与捐助者进行交流的不可或缺的工具（非营利性营销指南2012）。因为网站是非营利组织的重要营销工具，所以了解网站特征如何影响捐赠变得至关重要。当前的研究表明，对于参与度高的捐赠者，其结构，娱乐等对捐赠的影响最大。相反，对于低投入的捐助者，内容为王。