El efecto de la gestión de las plataformas y las interacciones en línea en el compromiso de los donantes
Barra lateral del artículo
Contenido principal del artículo
Resumen
Esta investigación examina el papel de la gestión de plataformas en línea (sitios web y redes sociales, SNS) y las interacciones en línea en el compromiso de los donantes con las organizaciones sin fines de lucro (ENL). Para ello, se elabora un índice del uso de sitios web y redes sociales para fomentar el compromiso de los donantes, basado en una muestra de las 100 principales ENL en los Estados Unidos, para luego llevar a cabo un análisis de regresión. Los principales resultados indican que las ENL deberían mejorar las características de sus sitios web y redes sociales para captar la atención de los visitantes e interesarlos en la información divulgada en las plataformas en línea, con el fin de motivarlos a apoyar la misión social de las ENL. Los resultados también muestran que las ENL que aprovechan más eficazmente el diseño de sus sitios web y redes sociales reciben más donaciones privadas. El principal tipo de interacción en línea que las ENL reciben en respuesta a sus publicaciones son las acciones de clic. En mucha menor medida, los usuarios en línea optan por comentar en las publicaciones. Sin embargo, ninguna de estas interacciones en línea es
decisiva para fomentar donaciones privadas. Este estudio contribuye al conocimiento sobre las mejores prácticas en sitios web y redes sociales, proporcionando apoyo financiero a las ENL. Asimismo, amplía la comprensión de la participación en línea de los usuarios como predictores del comportamiento de donación.
Detalles del artículo
La versión digital de la revista se encuentra registrada bajo la licencia Creative Commons BY-NC-ND 4.0. Por lo tanto, esta obra se puede reproducir, distribuir y comunicar públicamente sin propósitos comerciales, siempre que: 1. Se reconozca el nombre de los autores y la revista Tec Empresarial, y 2. No remezcle, transforme o haga una creación a partir del original.
Los autores conservan los derechos de autor y ceden a la revista el derecho de la primera publicación y de que pueda editarlo, reproducirlo, distribuirlo, exhibirlo y comunicarlo en el país y en el extranjero mediante medios impresos y electrónicos. Por otra parte, el autor declara asumir el compromiso sobre cualquier litigio o reclamación relacionada con derechos de propiedad intelectual, exonerando de responsabilidad a la Escuela de Administración de Empresas del Tecnológico de Costa Rica.
Citas
Albanna, H., Alalwan, A. A., & Al-Emran, M. (2022). An integrated model for using social media applications in non-profit organisations. International Journal of Information Management, 63, 102452. https://doi.org/10.1016/j.ijinfomgt.2021.102452
Alexander, A., Pilonato, S., & Redigolo, G. (2023). Do institutional donors value social media activity and engagement? Empirical evidence on Italian non-profit grantees. The British Accounting Review, 55(5), 101169. https://doi.org/10.1016/j.bar.2022.101169
Alonso-Cañadas, J., Galán-Valdivieso, F., Saraite-Sariene, L., & Caba-Perez, M. D. C. (2019). Unpacking the drivers of stakeholder engagement in sustainable water management: NGOs and the use of Facebook. Water, 11(4), 775. https://doi.org/10.3390/w11040775
Appleby, M. (2016). Nonprofit organisations and the utilisation of social media: maximising and measuring return of investment. SPNHA Review, 12(1), 4-26. https://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1051&context=spnhareview
Bhati, A., & McDonnell, D. (2020). Success in an online giving day: The role of social media in fundraising. Nonprofit and Voluntary Sector Quarterly, 49(1), 74-92. https://doi.org/10.1177/0899764019868849
Blousing, M. C., Lee, R. L., & Erickson, G. S. (2018). The impact of online financial disclosure and donations in nonprofits. Journal of Nonprofit Public Sector Marketing, 30(3), 251-266. https://doi.org/10.1080/10495142.2018.1452819
Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787 - 803. https://doi.org/10.1108/OIR-03-2012-0054
Campbell, D. A., & Lambright, K. T. (2020). Terms of engagement: Facebook and Twitter use among nonprofit human service organisations. Nonprofit Management and Leadership, 30(4), 545-568. https://doi.org/10.1002/nml.21403
Carrillo-Durán, M. V., Tato-Jiménez, J. L., Chapleo, C., & Sepulcri, L. (2023). Enhancing non-profit engagement: the extended model of webpage engagement and adoption for strategic management. Humanities and Social Sciences Communications, 10(1), 1-15. https://doi.org/10.1057/s41599-023-01980-9
Cho, M., Schweickart, T., & Haase, A. (2014). Public engagement with nonprofit organisations on Facebook. Public Relations Review, 40(3), 565-567. https://doi.org/10.1016/j.pubrev.2014.01.008
Chu, V., & Luke, B. (2023). NPO web-based accountability: how can we know if NPOs are doing good things? Nonprofit and Voluntary Sector Quarterly, 52(1), 75-105. https://doi.org/10.1177/08997640211062856
Connolly, C., & Hyndman, N. (2013). Charity accountability in the UK: Through the eyes of the donor. Qualitative Research in Accounting & Management, 10(3-4), 259-278. https://doi.org/10.1108/QRAM-02-2013-0006
Dhanesh, G. S. (2017). Putting engagement in its proper place: State of the field, definition and model of engagement in public relations. Public Relations Review, 43(5), 925-933. https://doi.org/10.1016/j.pubrev.2017.04.001
Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67. https://doi.org/10.1016/j.tourman.2014.09.005
Elvira-Lorilla, T., Garcia-Rodriguez, I., Romero-Merino, M. E., & Santamaria-Mariscal, M. (2023). The role of social media in Nonprofit Organizations’ fundraising. Nonprofit and Voluntary Sector Quarterly. https://doi.org/10.1177/08997640231213286
Gálvez-Rodríguez, M., Haro-de-Rosario, A., & Caba-Pérez, M. (2019). The Syrian refugee crisis: how local governments and NGOs manage their image via social media. Disasters, 43(3), 509-533. https://doi.org/10.1111/disa.12351
Getchell, K. M., & Beitelspacher, L. S. (2020). Better marketing for female marketers: Gendered language in the Forbes CMO list. Business Horizons, 63(5), 607-617. https://doi.org/10.1016/j.bushor.2020.04.004
Guidry, J. P., Waters, R. D., & Saxton, G. D. (2014). Moving social marketing beyond personal change to social change. Journal of Social Marketing. 4(3),240-260. https://doi.org/10.1108/JSOCM-02-2014-0014
Haro-de-Rosario, A., Sáez-Martín, A., & Caba-Pérez, M. (2018). Using social media to enhance citizen engagement with local government: Twitter or Facebook? New Media & Society, 20(1), 29-49. https://doi.org/10.1177/1461444816645652
Harris, E. E., Neely, D. G., & Saxton, G. D. (2021). Social media, signaling, and donations: testing the financial returns on nonprofits’ social media investment. Review of Accounting Studies, 28, 658-688. https://doi.org/10.1007/s11142-021-09651-3
Hoefer, R., & Twis, M. K. (2018). Engagement techniques by human services nonprofits: A research note examining website best practices. Nonprofit Management and Leadership, 29(2), 261-271. https://doi.org/10.1002/nml.21329
Holsti, O.R. (1969). Content Analysis for the Social Sciences and Humanities. Addison-Wesley, Reading.
Kim, D., Chun, H., Kwak, Y., & Nam, Y. (2014). The employment of dialogic principles in website, Facebook, and Twitter platforms of environmental nonprofit organisations. Social Science Computer Review, 32(5), 590-605. https://doi.org/10.1177/0894439314525752
Kim, S., Gupta, S., & Lee, C. (2021). Managing members, donors, and member-donors for effective nonprofit fundraising. Journal of Marketing, 85(3), 220-239. https://doi.org/10.1177/0022242921994587
Lane, D. S., & Dal Cin, S. (2018). Sharing beyond Slacktivism: the effect of socially observable prosocial media sharing on subsequent offline helping behavior. Information Communication & Society, 21(11), 1523-1540. https://doi.org/10.1080/1369118X.2017.1340496
Lee, Y. J. (2018). Is your church “liked” on Facebook? Social media use of Christian congregations in the United States. Nonprofit Management and Leadership, 28(3), 383-398. https://doi.org/10.1002/nml.21291
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organisations use social media. Journal of Computer-mediated Communication, 17(3), 337-353. https://doi.org/10.1111/j.1083-6101.2012.01576.x
Mato-Santiso, V., Rey-García, M., & Sanzo-Pérez, M. J. (2023). Volunteer omnichannel behavior in nonprofit organisations: Key antecedents and implications for management. Nonprofit Management and Leadership, 34(2), 433-463. https://doi.org/10.1002/nml.21579
Neter, J., Kutner, M. H., Nachtsheim, C. J., & Wasserman, W. (1996). Applied linear statistical models. McGraw-Hill.
O’Brien, H. L., & Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938-955. https://doi.org/10.1002/asi.20801
O’Brien, H.L. (2018). A holistic approach to measuring user engagement. In: Filimowicz, M., Tzankova, V. (eds) New directions in third wave human-computer interaction: Volume 2 - Methodologies. Human-Computer Interaction Series. Springer, Cham. https://doi.org/10.1007/978-3-319-73374-6_6
Omura, T., & Forster, J. (2014). Competition for donations and the sustainability of not-for-profit organisations. Humanomics, 30(3), 255-274. https://doi.org/10.1108/H-12-2012-0026
Pennerstorfer, A., & Rutherford, A. C. (2019). Measuring growth of the nonprofit sector: The choice of indicator matters. Nonprofit and Voluntary Sector Quarterly, 48(2), 440-456. https://doi.org/10.1177/0899764018819874
Phethean, C., Tiropanis, T., & Harris, L. (2015). Engaging with charities on social media: comparing interaction on Facebook and Twitter. Springer Cham. https://doi.org/10.1007/978-3-319-18609-2_2
Philips, V. (2022). Digital marketing in nonprofits organisation: essential techniques for the new era. Digital USD. https://digital.sandiego.edu/soles-faculty/35/?kuid=31fb0ef2-d186-437f-9ab0-df56eaf7fd8b&kref=tnmZWwPLc7lF
Prakash, A. (2019). Nonprofit governance, public policy, and the Oxfam scandal: An introduction. Nonprofit Policy Forum, 10(4), [1-5] https://doi.org/10.1515/npf-2019-0059
Rossi, G., Leardini, C., & Landi, S. (2020). The more you know, the more you give: Influence of online disclosure on European community foundations’ donations. Nonprofit Management and Leadership, 31(1), 81-101. https://doi.org/10.1002/nml.21412
Sargeant, A., West, D. C., & Jay, E. (2007). The relational determinants of nonprofit web site fundraising effectiveness: An exploratory study. Nonprofit Management and Leadership, 18(2), 141-156. https://doi.org/10.1002/nml.178
Saxton, G. D., & Wang, L. (2014). The social network effect: The determinants of giving through social media. Nonprofit and Voluntary Sector Quarterly, 43(5), 850-868. https://doi.org/10.1177/0899764013485159
Saxton, G. D., & Waters, R. D. (2014). What do stakeholders like on Facebook? Examining public reactions to nonprofit organisations’ informational, promotional, and community-building messages. Journal of Public Relations Research, 26(3), 280-299. https:// doi.org/10.1080/1062726X.2014.908721
Saxton, G., Neely, D. G., & Guo, C. (2014). Web disclosure and the market for charitable contributions. Journal of Accounting and Public Policy, 33(2), 127-144. https://doi.org/10.1016/j.jaccpubpol.2013.12.003
Sircar, A., & Rowley, J. (2020). How are UK churches using social media to engage with their congregations? Journal of Public Affairs, 20(1), e2029. https://doi.org/10.1002/pa.2029
Smitko, K. (2012). Donor engagement through Twitter. Public Relations Review, 38(4), 633-635. https://doi.org/10.1016/j.pubrev.2012.05.012
Taylor, R. (1990). Interpretation of the correlation coefficient: a basic review. Journal of Diagnostic Medical Sonography, 6(1), 35-39. https://doi.org/10.1177/875647939000600106
Weiss, J. K., & Cohen, E. L. (2019). Clicking for change: the role of empathy and negative affect on engagement with a charitable social media campaign. Behaviour & Information Technology, 38(12), 1185-1193. https://doi.org/10.1080/0144929X.2019.1578827
Xu, W., & Saxton, G. D. (2019). Does stakeholder engagement pay off on social media? A social capital perspective. Nonprofit and Voluntary Sector Quarterly, 48(1), 28-49. https://doi.org/10.1177/0899764018791267