The Financial Consequences of Silence: The Lack of Dialogue on Community College Fundraising Websites

Abstract

Donations made to the American nonprofit sector have grown exponentially in the past 10 years to an estimated $298.4 billion dollars in 2011 (Giving USA Foundation, 2012). Although consultants offer many different solutions as to how organizations can best capitalize on the e-philanthropy trend, communication theory may offer some of the most practical solutions for increasing an organization’s online engagement with its donors. Given the challenges of community colleges in terms of fundraising in terms of limited staff and resources, the dialogic theory outlines five principles for organizations to use to enhance their online presence and establish solid, lasting connections with visitors to an organizations’ website. This study examines the extent to which 111 colleges and universities representing the broad spectrum of higher education in the state of North Carolina have incorporated the five principles into their fundraising departments’ websites. The results indicate that the vast majority of organizations have a lackluster web presence that is not promoting dialogic exchanges with donors and prospects. Community colleges, in comparison to four-year institutions, must work to unify their online presence across institutional units so that website visitors are presented with consistent messaging, important updates, and given ample opportunities to interact with them so that donors and prospects feel that they are supporting an organization that wants to engage with its stakeholders.