Raising money on the Web: Relationship-building features that

Research suggests that Americans ’ commitment to philanthropy remains strong, and the Web has provided an immediate and easy means to express support. As such, it is important for scholars and practitioners alike to understand how to better develop online philanthropic-based relationships. To do this, the co-creational public relations literature is examined and the concept of stewardship is advanced as a theoretical framework through the theoretical lens of dialogue. Using a content analysis methodology, the author found a relationship between the number and types of Web features used and amount of money raised. In addition, a theoretical model for studying donor stewardship on the Web is proposed