The relational determinants of nonprofit Web site fundraising effectiveness: An exploratory study

In this article, we develop a framework for assessing the relational content of nonprofit Internet sites. We operationalize this as a series of eight relational constructs applicable to the context of Web site design and operation and explore the relationship between the presence of these dimensions and the fundraising performance of nonprofit Web sites. We conclude that accessibility, accountability, education, interaction, and empowerment are significantly correlated with the number of new donors a site is able to attract, and that accessibility, accountability, and education are also highly correlated with the total value of online donations offered.