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Engagement techniques by human services nonprofits: A research note examining website best practices
Author(s) -
Hoefer Richard,
Twis Mary K.
Publication year - 2018
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.21329
Subject(s) - stakeholder engagement , user engagement , customer engagement , public relations , stakeholder , business , public engagement , knowledge management , sociology , marketing , political science , social media , computer science , world wide web
Engaging with external stakeholders is one of the most important elements of sustainable nonprofit existence, and nonprofits can enhance external stakeholder engagement through the astute use of their websites. Although industry norms for optimal website design provide insight into how specific website elements may be associated with website engagement, research on how these industry norms translate into users' behavioral engagement with nonprofits is scarce. Furthermore, research on how website design elements are associated with the depth of user engagement is lacking. The purpose of this research note is to explore the concept of nonprofit website engagement and to explain conceptually and practically what nonprofits can do to improve their websites' abilities to enhance deep and long‐term engagement among external stakeholders.