RESEARCH NUGGET #3

1. “Whale Defenders” by Greenpeace

“Whale Defenders.” Greenpeace, 10 July 2014. Web. 11 July 2014. <http://www.greenpeace.org/usa/en/campaigns/oceans/whale-defenders/>.

Link

Main Claim:
This website is primarily about how and why the nonprofit organization Greenpeace protect whales against whaling and harm in general. Their argument focuses on the obstacles that whales face while trying to survive, and Greenpeace’s fight to end the slaughtering. This website is helpful for my inquiry project because the nonprofit organization, Greenpeace, is utilizing the internet through their website to educate individuals about their purpose.

Nuggets:
1. “Greenpeace will continue our efforts to protect whales until this shameful and unnecessary slaughter has been stopped and whales can once again roam the seas in freedom. In the lead up to this year’s International Whaling Commission meeting, Greenpeace will be working with other organizations to ensure that the Obama administration uses their diplomatic leverage to close the loopholes and end all commercial whaling—including whaling that Japan pretends is for research purposes. With your help, together we will end whaling for good.”

I chose this nugget because it not only describes Greenpeace’s mission to aid whales, but also because Greenpeace used links in this segment to allow further education for individuals. The first link, “International Whaling Commission,” forwards the reader to background information that Greenpeace wrote about the International Whaling Commission. The last sentence of this nugget connects to Greenpeace’s petition to Obama to save the whales. This makes for an easy access to encourage advocates to read and sign their petition and help create change. Links added into a nonprofit organization’s website can only benefit themselves and individuals of the public. These help to educate the people… and the more educated people are, the more likely they will contribute to the cause.

2. “Want to learn more about tax-deductible giving, donating stock and estate planning? Visit Greenpeace Fund, a nonprofit, 501(c)(3) charitable entity created to increase public awareness and understanding of environmental issues through research, the media and educational programs.”

Greenpeace added this little portion to the bottom of their website. It also includes a link, “Greenpeace Fund,” that leads the reader to Greenpeace’s information about their donations and then to another link for online donating. However, this segment is important because it gives a brief description of what kind of organization Greenpeace is and how they receive their income. Also, and possibly the most vital information from this nugget, is how Greenpeace mentions the ways they publicly aware individuals about environmental issues- through research, the media, and educational programs. They use new media in extraordinary ways to get their message across and promote education and change.

 

2. “Greenpeace Fund” by Greenpeace

“Greenpeace Fund.” Greenpeace, 10 July 2014. Web. 11 July 2014. <http://www.greenpeacefund.org/>.

Link

Main Claim:
This website is separate from the actual Greenpeace website because it, although is part of Greenpeace, is strictly for online donations while the Greenpeace website primarily provides information about environmental issues and their purpose and cause. However, Greenpeace does mention a couple environmental controversies and give a little background information about their nonprofit organization. They also provide insight about why they’re a nonprofit organization. But their argument on this site is how the people can help make a difference. The website presents a link that leads to where an individual can put in their information to donate online. They encourage individuals to donate and support their cause.

Nuggets:
1. “Greenpeace is a force for hope and you can help us shine that light much brighter. We are independent and non-partisan. We do not solicit donations from corporations or governments and rely on individuals to make our work possible. Greenpeace Fund supports work here in the United States and also provides financial support to Greenpeace offices around the world through financial grants to Greenpeace International, an umbrella organization located in Amsterdam. This allows Greenpeace to work in countries around the world to challenge environmental threats and promote change on issues that transcend national borders. It is how we are making a difference and, with your help and support, how we will continue to transform this world we all share.”

This segment is an important and tactful example for all nonprofit organizations to follow on their own donation site. Greenpeace uses ethos and pathos in persuading individuals to donate. Nonprofits should make it known to the people of what kind of organization they are, where they get their income from, and where the donations go. Also, appealing to individuals on an emotional level can easily persuade them to donate and support the cause due to the human need to help others.

2. “Greenpeace Fund is a nonprofit, tax-exempt organization set up to continue the vital work of Greenpeace by increasing public awareness and understanding of environmental issues through research, the media, and other educational programs. Greenpeace Fund also provides grants to support Greenpeace’s work around the world for activities that are consistent with its mission.”

This nugget came right after the first nugget, but it again illustrates as an adequate example for all nonprofit organizations to include in their website. It increases Greenpeace’s credibility due to their purpose, education, and validity. They inform donors as to what their donations support and how they use these and their research to create change. People are more likely to donate online if they have the satisfying information as to how their money is being used.

 

3. “How Your Nonprofit Can Accept Donations Online Right Now” by Wired Impact

“How Your Nonprofit Can Accept Donations Online Right Now.” Wired Impact, 3 Jan. 2014. Web. 11 July 2014. <http://wiredimpact.com/library/accept-donations-online-right-now/>.

Link

Main Claim:
This article is almost a how-to guide for how nonprofit organizations create an online donation page. However, the difference is that it doesn’t give step-by-step instructions as to how to establish the page, but more so what to include. Their argument is about what appeals most to individuals when going through the online donation process, and what tools nonprofits should use while constructing the donation page. They list pros and cons about each information segment- like what information they should require the donor to give, how to get recurring donations, and the easiest setup and installation on the website. This article lays it all out for how nonprofit organizations can utilize the internet for receiving donations.

Nuggets:
1. “As shown in the Online Gift Donor Profile put together by Blackbaud, younger individuals are much more likely to donate online. Given that over 55% of their online donor sample was under the age of 46, an opportunity exists for organizations to start building a giving relationship with a typically difficult market segment. While the younger demographics’ online donations may be relatively small, getting their contact information, sending them updates and thanking them for a donation can lead to larger future gifts and stronger advocates.”

This nugget is important information to nonprofit organizations while generating their online donation page. Not only is there a link included, but they also give a brief background as to what the link is about. Because of this study, nonprofits have to serve a more appealing page to younger individuals who provide the majority of donations. They also have to follow up with donors and thank them for their help in order to receive recurring contributions from those individuals.

2. “Donating online is easy and quick. Donors don’t need to write a check, put anything in the mail or follow up to make sure you received their donation. Due to the simplicity and speed, you are more likely to capture impulse donors who were moved by your organization from the content on your website. You’re also more likely to capture people who want to support your organization, but just don’t have, or think they don’t have, the time to go through a long donation process.”

The reasons for online donating are provided in this segment. Online donations are convenient for individuals of the public and nonprofit organizations. More and more people have access to the internet and use it for research about any and every topic ever explored. If they come across a certain nonprofit organization and show interest, then whether or not a potential will donate determines on how the donation page is structured. The content on the nonprofits website and the organization of the donation page are the deal breakers.

 

Synthesis:
All three of my sources have a lot in common with one another. Both my first and second are from the nonprofit organization Greenpeace, and provide examples as to what information should be included in a nonprofit’s website and donations page.  They include what and how they relay their message and where their donations go.  They also incorporate links into their website, along with the third source.

The second source is an example of what my third source suggests as to how to create a donations page.  The third encourages online donating due to the speed and accuracy, and the second source illustrates that ability.  All three sources promote and benefit from the use of new media.

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