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Transparency or Accountability?
The Purpose of Online Technologies for Nonprofits
Georgette Dumont, Ph.D.Assistant Professor
University of North Florida
Background
Increasing inclusiveness in NPO governance
Evolving scope of accountability
Dialogic theory
Application to ICTs
Research Questions
How do nonprofit leaders see the connection between transparency, accountability, and nonprofits’ use of ICTs?
Q1: How do nonprofit leaders view ICTs? Q2:How does a nonprofit leader’s perception of ICTs
connect to the nonprofit’s use of ICTs?
Methodology
Snowball sampling to ID NPOs in region using social media Web site analysis Social media analysis
Interviews with 10 nonprofit leaders whose organizations were rated high-utilizers
Sample
348 NPOs with a total of 464 SM accounts
10 interviews (2 each): Arts and Culture Human Service Societal Benefit Environment and Animals Non-501(c)(3)
Findings
Findings, cont.
Conceptualization(Inclusive)
Web site
email Blog
Dynamism
Depth of Information
FeedbackMessage
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Conclusion
Web site analysis: Web sites used more for transparency than
communication (confirming previous studies) Web sites designed to focus on promotion
Interviews: Most view the Internet as a tool to push information
(the message) out Four viewed ICTs as tools to engage and build
relationships Of the four, two also saw it as a means to include
stakeholders in governance and strengthen online and off-line community