DIALOGIC FEATURES OF NON-PROFIT ORGANIZATIONS WEBSITES - RELATIONAL APPROACH
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The birth of the Internet in the early nineties of the twentieth century revolutionized the mechanism of communication, significantly affecting the functioning of entire societies. This article is part of these issues, its objective is identification of the way, in which public benefits organizations, which use website in building dialogic potential (“dialogic communication”). Such studies in European countries were carried out only marginally. The study used coding scheme based on the Taylor and Kent (1998) work and modified for the needs of non-profit organizations’ websites. This is the first tool in the literature of public relations used to study the relationship between the organization and the users of a website. Taylor and Kent (1998) indicate five principles playing the key role in dialogic communication process between the organization and the website user. Only those non-profit organizations were selected, which as of 1 January 2015 had the status of public benefit organizations (PBO). The selection of such non-profit organizations was not coincidental. First, having the status of PBO, is associated with certain privileges, e.g. the ability to receive a 1% tax donation from individuals. It means that an organization should seek the opportunity to obtain additional financial resources resulting from tax opportunities, even through the website. Secondly, the status of PBO means the necessity to conduct thorough and transparent reporting. Using the formula for the minimum size of the sample (Kaczmarczyk 2011) with a finite population a minimum sample size of 367 subjects was obtained. The study shows that non-profit organizations, make little use of the five principles in the building website dialogic potential (in particular to elements directly constituting the website dialogic potential). The results indicate that the set of principles forming technical part of website dialogic potential was used in analysed organizations twice as often compared to purely dialogic principles. The content analysis of the non-profit organizations proved that their websites most often contain the elements that gave them only a digital brochure character with poor opportunity to develop a dialogue between non-profit organizations and stakeholders.
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