trust and credibility building for nonprofit organizations: the case of limbs for u
TRANSCRIPT
Trust and Credibility Building for
Nonprofit Organizations: The Case
of Limbs for UAn exploratory study on the role of trust and
credibility in garnering funds for nonprofit
organizations
Project-in-Lieu-of-Thesis
LaKeshia Murphy
Problem: Crowded Market for
Nonprofits in the United States
From 1998 to 2008
• Number of nonprofit organizations (NPOs) rose over 30%: 1.1 million to 1.5 million
• Private foundations increased 60%: from 70,000 to 115,000 (Kanter and Fine, 2010)
– Because of their large numbers donors scrutinize before giving donation
– “First impressions” crucial, especially for new or lesser known organizations (physical and digital)
Successful Website Characteristics
• NPOs appeal to familiar and unfamiliar audiences (surfers and searchers) and must clearly communicate mission to both
• Studies illustrate importance of structural features and their ability to guide users to relevant information for their visit (navigation, presentation)
• Importance of communicating believability and trustworthiness of organization (source) and its published information
• Attractiveness, Believability, Trustworthiness = Credibility
Credibility
Credibility Evaluation
• Researchers agree that most website users or visitors are trying to figure out if the website is trustworthy and believable
• Some consider, in addition, the “attractiveness” of the page design and color scheme used in information presentation, special attention to homepage/landing page
AttractivenessTable 1 Element Includes References
Attractiveness Color appropriate for subject matter;
bright and warm colors
Guido, Prete, & Sammarco,
2010; Kensicki, 2003
Photographs and Graphics good quality, minimal
pixilation; appropriate for
subject matter; logo
Guido, Prete, & Sammarco,
2010; Kensicki, 2003; Rains &
Karmikel, 2009; Wisniewski
2008
Layout and Navigation appropriate layout for subject
matter; contains menu bar;
clear and concise description
of linked information; familiar
language
Freeman & Spyridakis, 2004;
Guido, Prete, & Sammarco,
2010; Persaud, Madill, &
Rubaj, 2009; Rains & Karmikel,
2009; Wisniewski 2008
Believability Table 2 Element Includes References
Believability Contact Information (for publishing
entity)
owner or entity name; street address;
phone number; physical address;
email address
Freeman & Spyridakis, 2004; Guido,
Prete, & Sammarco, 2010; Persaud,
Madill, & Rubaj, 2009; Rains &
Karmikel, 2009; Wisniewski 2008
Links (visible – suggested affiliation) website contains relevant subject
matter; established charity or
corporation; preferably well-known in
given industry
Freeman & Spyridakis, 2004; Guido,
Prete, & Sammarco, 2010; Rains &
Karmikel, 2009; Sargeant & Jay, 2002
Up-to-date/Timely Information visible date(s) of last update on
homepage, on updated page(s);
announcements on upcoming
activities/events; information from
passed activities/events;
Guido, Prete, & Sammarco, 2010;
Persaud, Madill, & Rubaj, 2009; Rains
& Karmikel, 2009; Wisniewski 2008
Citations and References ( re-
published information)
listed with re-published information;
originating author and/or organization
listed
Guido, Prete, & Sammarco, 2010;
Poorisat, Detenber, Viswanathan &
Vofrina, 2009; Rains & Karmikel, 2009
Call for User Feedback or Contact
Information
visible inquiry/suggestion Guido, Prete, & Sammarco, 2010;
Persaud, Madill, & Rubaj, 2009;
Digital Donation Platform secure means of making monetary
donation
Persaud, Madill, & Rubaj, 2009
Trustworthiness
Table 3 Element Includes References
Trustworthiness Verifiable Association sponsorship; partnership;
stakeholders; donors
Freeman & Spyridakis, 2004;
Persaud, Madill, & Rubaj,
2009; Sargeant & Jay, 2002
Privacy and Security policies; statements; logos Freeman & Spyridakis, 2004;
Persaud, Madill, & Rubaj,
2009
Trustworthy Media Promotion trusted media source; proof
of promotion (cited excerpt,
clip, etc.); link to feature
Guido, Prete, & Sammarco,
2010; Long and Chiagouri,
2006
Credibility Seals/Logos visible approval: method of
monetary collection,
information security
Long and Chiagouri, 2006;
Persaud, Madill, & Rubaj,
2009;
Testimonials and
Endorsements
well known industry, person,
or entity: crediting site or
practice of site; praising
organization or member of
organization; commenting on
organizational effort;
expressed approval of an
action
Guido, Prete, & Sammarco,
2010; Long and Chiagouri ,
2006
Website Analysis
Pages Reviewed: “Homepage”, “About Us”,
“Contact Us”, “Donate Now!”, “Links to
Partners” and “Events”
• Gave Special attention to home/landing page
• Compared Limbs For U with other
organizations
Organizations Interviewed
ALTSO (A Leg To Stand On, New York, NY)– Gabriella Mueller, Executive Director
Bowman Limb Bank Foundation (Weatherford, TX)– Dana Bowman, Founder
Limbs for Life Foundation (Oklahoma City, OK)– Pam Timmons, Director of Development
F.I.G.H.T. (Fight Injustice and Global Human Trafficking, Gainesville, FL)
– Joyce Liu, Vice President
Harvest of Hope Foundation (Gainesville, FL)– Phil Kellerman, Founder and President
Current HomePage
Target
Recommendation
New Home Page
About Us: Current
About Us: Target
Recommendations for About Us
• Add concise but complete description of
mission
• Pictures of recipients
• Pictures of prosthetic manufacturing
• Literature on achievements
• Literature on overseas partners
Contact Us: Current
Contact Us: Target
Recommendations for Contact Us
• Embed contact from so user will
not have to leave webpage
• Add statement on user information
security
Donate Now: Current
Donate Now: Target
Recommendations For Donate Now
• Security of received information should be
indicated
• Explanation of donation process (taken to new
site, steps involved, confirming donation,
appearance on bank statement)
• Picture of recipient on page
• If information on current mission is listed, it
should be regularly updated
Links to Partners: Current
Links: Target
Recommendations for Links
• Links should be clickable/verifiable, updated
accordingly
• Maximize space (less scrolling)
• Listed in menu bar for direct page access
• Statement on how interested
companies/individuals can get involved
Events: Current
Events: Target
Recommendations for Events
• Update Regularly
• List specific event sponsors (when necessary)
• Individual event contact
• Display pictures and/or linked to social
networks that to
• Utilize for event invitations and registrations
• List as option on menu bar
Summary Recommendations
For Garnering Physical and Digital Credibility
• Direct those interested to website
• Update website with regularity and frequently
• Display the mission in action on website and social networks (even efforts in between missions)
• Utilize partnerships/sponsorships by linking pages
• Publish financial updates (annual reports, letters, etc.)
Contact Information
LaKeshia Murphy
Gmail: [email protected]
UFL: [email protected]
LinkedIn:
Http://www.linkedin.com/pub/lakeshia-
murphy/4a/310/92