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Content is king but context is queen: how involvement facilittes the impact of website

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International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

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.

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Authors and Affiliations

  1. Alfaisal University, College of Business, P.O. Box 50927, Riyadh, 11533, Kingdom of Saudi Arabia

    Saad A. Alhoqail

  2. Chapman University, College of Business, Orange, CA, USA

    Kristopher Floyd

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  1. Saad A. Alhoqail
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Correspondence to Saad A. Alhoqail.

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Alhoqail, S.A., Floyd, K. Content is king but context is queen: how involvement facilittes the impact of website. Int Rev Public Nonprofit Mark 17, 375–389 (2020). https://doi.org/10.1007/s12208-020-00252-5

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