Online: A Case Study of Advocacy Nonprofit Communications in the United States

This study examined two advocacy nonprofits in the United States to determine and compare primary factors that affect the organizations’ Internet communication practices. Those most heavily involved with each organization’s Internet presence were interviewed, and their websites were examined with attention to specific characteristics, such as interactivity and donation capabilities. Overall, this research did not reveal large differences between state and national advocacy nonprofits’ communication strategies. The findings from this research, however, showed that while a small staff in an advocacy nonprofit did not lend itself well to website interactivity, it did not necessarily inhibit its overall web strategy. Therefore, small organizations were still capable of implementing strategic Internet communication practices.