January 13, 2000 | Read Time: 1 minute
Most non-profit organizations are not taking advantage of the Internet’s capabilities to build relationships with the people who visit their Web sites, according to a new report.
The Peppers and Rogers Group, a marketing-consulting company in Stamford, Conn., analyzed the Web sites of 20 national and international non-profit organizations to assess how the charities interact with visitors to their sites.
Readers of the company’s weekly e-mail newsletter nominated more than 100 charity Web sites for the study. Eight of those sites that offered at least some interactive features were included in the study, along with 12 sites chosen by the company’s researchers. The American Diabetes Association, Elderhostel, and the World Wildlife Fund are among the groups whose Web sites were analyzed.
Among the report’s findings:
* None of the Web sites in the study had a way to identify whether an on-line visitor was or was not part of the charity’s off-line data base of supporters.
* Seventy per cent of the reviewed sites did not have a way to determine whether people coming to the site were first-time or repeat users.
* More than 80 per cent of the sites did not have privacy-protection policies clearly posted.
Copies of the report, “How Charities Can Profit on the Web,” are available for $99 each. To order, send an e-mail message to nonprofitreport@1to1.com or contact Gillian Grozier at (203) 316-5121.
