A Comparative Study of Nonprofit and For-Profit Web-Based Issue Advocacy

Abstract

Using the Web to advocate positions and actions on public issues is an emerging and potentially powerful means of shaping public opinion and action. Building on studies of Web advocacy in the political sector, this research employs content analysis to examine Web-based advocacy by U.S. for-profit and nonprofit organizations. For-profit organizations were found to engage in much more Web advocacy than nonprofit organizations. Those organizations that did engage in extensive advocacy, or were committed to multiple social values, appear to have come to adopt these postures or activities consistent with what a cost-benefit analysis of the impact on their enterprise would predict. With respect to region, the Northeast and South evidenced a higher and lower pattern of advocacy, respectively. Finally, greater financial resources predicted more extensive advocacy content generally; the particular issue areas this study examined were community focus, charitable causes, environmental issues, and diversity.

Key Words:

• Web advocacy
• issue advocacy
• Web site strategy
• content analysis