An exploratory study on the role of trust and credibility in garnering funds for nonprofit organizations

1. Trust and Credibility Building for
Nonprofit Organizations: The Case
of Limbs for U
An exploratory study on the role of trust and
credibility in garnering funds for nonprofit
organizations
Project-in-Lieu-of-Thesis
LaKeshia Murphy

2. Problem: Crowded Market for
Nonprofits in the United States
From 1998 to 2008
• Number of nonprofit organizations (NPOs)
rose over 30%: 1.1 million to 1.5 million
• Private foundations increased 60%: from
70,000 to 115,000 (Kanter and Fine, 2010)
– Because of their large numbers donors scrutinize
before giving donation
– “First impressions” crucial, especially for new or
lesser known organizations (physical and digital)

3. Successful Website Characteristics
• NPOs appeal to familiar and unfamiliar audiences
(surfers and searchers) and must clearly communicate
mission to both
• Studies illustrate importance of structural features and
their ability to guide users to relevant information for
their visit (navigation, presentation)
• Importance of communicating believability and
trustworthiness of organization (source) and its
published information
• Attractiveness, Believability, Trustworthiness =
Credibility

4. Credibility
Credibility Evaluation
• Researchers agree that most website users or
visitors are trying to figure out if the website is
trustworthy and believable
• Some consider, in addition, the
“attractiveness” of the page design and color
scheme used in information presentation,
special attention to homepage/landing page

5. Attractiveness
Table 1 Element Includes References
Attractiveness Color appropriate for subject matter; Guido, Prete, & Sammarco,
bright and warm colors 2010; Kensicki, 2003
Photographs and Graphics good quality, minimal Guido, Prete, & Sammarco,
pixilation; appropriate for 2010; Kensicki, 2003; Rains &
subject matter; logo Karmikel, 2009; Wisniewski
2008
Layout and Navigation appropriate layout for subject Freeman & Spyridakis, 2004;
matter; contains menu bar; Guido, Prete, & Sammarco,
clear and concise description 2010; Persaud, Madill, &
of linked information; familiar Rubaj, 2009; Rains & Karmikel,
language 2009; Wisniewski 2008

6. Believability
Table 2 Element Includes References
Believability Contact Information (for publishing owner or entity name; street address; Freeman & Spyridakis, 2004; Guido,
entity) phone number; physical address; Prete, & Sammarco, 2010; Persaud,
email address Madill, & Rubaj, 2009; Rains &
Karmikel, 2009; Wisniewski 2008
Links (visible – suggested affiliation) website contains relevant subject Freeman & Spyridakis, 2004; Guido,
matter; established charity or Prete, & Sammarco, 2010; Rains &
corporation; preferably well-known in Karmikel, 2009; Sargeant & Jay, 2002
given industry
Up-to-date/Timely Information visible date(s) of last update on Guido, Prete, & Sammarco, 2010;
homepage, on updated page(s); Persaud, Madill, & Rubaj, 2009; Rains
announcements on upcoming & Karmikel, 2009; Wisniewski 2008
activities/events; information from
passed activities/events;
Citations and References ( re- listed with re-published information; Guido, Prete, & Sammarco, 2010;
published information) originating author and/or organization Poorisat, Detenber, Viswanathan &
listed Vofrina, 2009; Rains & Karmikel, 2009
Call for User Feedback or Contact visible inquiry/suggestion Guido, Prete, & Sammarco, 2010;
Information Persaud, Madill, & Rubaj, 2009;
Digital Donation Platform secure means of making monetary Persaud, Madill, & Rubaj, 2009
donation

7. Trustworthiness
Table 3 Element Includes References
Trustworthiness Verifiable Association sponsorship; partnership; Freeman & Spyridakis, 2004;
stakeholders; donors Persaud, Madill, & Rubaj,
2009; Sargeant & Jay, 2002
Privacy and Security policies; statements; logos Freeman & Spyridakis, 2004;
Persaud, Madill, & Rubaj,
2009
Trustworthy Media Promotion trusted media source; proof Guido, Prete, & Sammarco,
of promotion (cited excerpt, 2010; Long and Chiagouri,
clip, etc.); link to feature 2006
Credibility Seals/Logos visible approval: method of Long and Chiagouri, 2006;
monetary collection, Persaud, Madill, & Rubaj,
information security 2009;
Testimonials and well known industry, person, Guido, Prete, & Sammarco,
Endorsements or entity: crediting site or 2010; Long and Chiagouri ,
practice of site; praising 2006
organization or member of
organization; commenting on
organizational effort;
expressed approval of an
action

8. Website Analysis
Pages Reviewed: “Homepage”, “About Us”,
“Contact Us”, “Donate Now!”, “Links to
Partners” and “Events”
• Gave Special attention to home/landing page
• Compared Limbs For U with other
organizations

9. Organizations Interviewed
ALTSO (A Leg To Stand On, New York, NY)
– Gabriella Mueller, Executive Director
Bowman Limb Bank Foundation (Weatherford, TX)
– Dana Bowman, Founder
Limbs for Life Foundation (Oklahoma City, OK)
– Pam Timmons, Director of Development
F.I.G.H.T. (Fight Injustice and Global Human Trafficking,
Gainesville, FL)
– Joyce Liu, Vice President
Harvest of Hope Foundation (Gainesville, FL)
– Phil Kellerman, Founder and President

10. Current HomePage

11. Target

12. Recommendation

13. New Home Page

14. About Us: Current

15. About Us: Target

17. Recommendations for About Us
• Add concise but complete description of
mission
• Pictures of recipients
• Pictures of prosthetic manufacturing
• Literature on achievements
• Literature on overseas partners

18. Contact Us: Current

19. Contact Us: Target

21. Recommendations for Contact Us
• Embed contact from so user will
not have to leave webpage
• Add statement on user information
security

22. Donate Now: Current

23. Donate Now: Target

25. Recommendations For Donate Now
• Security of received information should be
indicated
• Explanation of donation process (taken to new
site, steps involved, confirming donation,
appearance on bank statement)
• Picture of recipient on page
• If information on current mission is listed, it
should be regularly updated

26. Links to Partners: Current

27. Links: Target

29. Recommendations for Links
• Links should be clickable/verifiable, updated
accordingly
• Maximize space (less scrolling)
• Listed in menu bar for direct page access
• Statement on how interested
companies/individuals can get involved

30. Events: Current

31. Events: Target

33. Recommendations for Events
• Update Regularly
• List specific event sponsors (when necessary)
• Individual event contact
• Display pictures and/or linked to social
networks that to
• Utilize for event invitations and registrations
• List as option on menu bar

34. Summary Recommendations
For Garnering Physical and Digital Credibility
• Direct those interested to website
• Update website with regularity and frequently
• Display the mission in action on website and
social networks (even efforts in between
missions)
• Utilize partnerships/sponsorships by linking pages
• Publish financial updates (annual reports, letters,
etc.)

35. Contact Information
LaKeshia Murphy
Gmail: Lakeshia.murphy@gmail.com
UFL: Murphyl@ufl.edu
LinkedIn:
Http://www.linkedin.com/pub/lakeshia-
murphy/4a/310/92