The role of the Web site as a relationship building tool in Polish non-profit organizations

Abstract

Dialogic communication which derives from a two-way symmetrical communication model is considered to be an important foundation for long-lasting positive relationships with organizations and the public. The purpose of the current study was to examine the largest Polish Public Benefit Organization Web sites to determine the extent to which they use dialogic communication rules in relationship building. Also, the relation between the Web site dialogic potential and the amount of organizational revenue was scrutinized. The revenue was analyzed on two levels: total revenue acquired during the tax year and the amount of the annual 1% of personal income tax. The results of the study indicate that Web sites of analyzed organizations fail to fully implement the dialogic communication principles. The statistical correlation between the sum of annual revenue and 1% of personal income tax and the utilization of dialogic principles was partially supported. Non-profits appeared to show their greatest strengths in providing basic information to online users, such as a mission statement, organization logo and history, short loading time, general contact information on the homepage and major links on the homepage to subpages. Organizational division into three clusters highlighted quite significant differences in the utilization of dialogic principles. The Web sites of the largest Polish PBOs in terms of total annual revenue and 1% of personal income tax are characterized by significantly higher dialogic communication potential.

DOI: http://dx.doi.org/10.5755/j01.ee.29.3.18053