New Dimensions of Nonprofit Responsiveness: The Application and Promise of Internet-Based Technologies

Public Performance and Management Review, Vol. 31, No. 2, pp. 144-173, 2007

40 Pages Posted: 12 Jan 2011

See all articles by Gregory D. Saxton

Gregory D. Saxton

Schulich School of Business, York University

Chao Guo

Penn School of Social Policy & Practice, University of Pennsylvania

William A. Brown

affiliation not provided to SSRN

Date Written: November 7, 2007

Abstract

The incredible diffusion of the Internet is ushering in a new era of possibilities for nonprofit organizations to engage with and be responsive to their core stakeholders, yet little is known of the range and extent of such practices. To enhance our understanding of these increasingly important yet understudied phenomena, we conduct a comprehensive study of 117 community foundations’ Web-based stakeholder responsiveness practices. Our examination of four key dimensions of online responsiveness revealed a number of best practices and areas of untapped potential. We argue that online stakeholder responsiveness is increasingly a strategic concern; to successfully fulfill their mission, organizations thus need to seriously consider the amount and interactivity of the content they target at each of their core constituents.

Keywords: Responsiveness, Internet, Nonprofit Organizations, Community Foundations, New Media, Websites

Suggested Citation

Saxton, Gregory D. and Guo, Chao and Brown, William A., New Dimensions of Nonprofit Responsiveness: The Application and Promise of Internet-Based Technologies (November 7, 2007). Public Performance and Management Review, Vol. 31, No. 2, pp. 144-173, 2007. Available at SSRN: https://ssrn.com/abstract=1738762

Gregory D. Saxton (Contact Author)

Schulich School of Business, York University ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

HOME PAGE: http://social-metrics.org

Chao Guo

Penn School of Social Policy & Practice, University of Pennsylvania ( email )

Philadelphia, PA 19104-6214
United States

William A. Brown

affiliation not provided to SSRN ( email )

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