4 research outputs found
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A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector
E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs\u27 internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies
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A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector
Despite the economic significance non-profit organizations (NPOs) have acquired in recent years, the implications of the Internet for NPO marketing seem to have received only little attention from both researchers and practi tioners. Although NPO marketing has been the subject of academic research for more than 30 years, NPO brand\u27ing has been studied for just about 10 years (cf. Hankinson, 2001). Recent research on branding in the nonprofit s«:ctor includes, for example, an assessment of the impact of brand orientation on non-profit performance (Hanldnson, 2001; Hankinson, 2002) and the development of a non-profit brand orientation scale (Ewing and Napoli 200^1). In particular, the small body of literature on e-branding for NPOs calls for an investigation into e-branding stratsgie:s for NPOs. Ruscli (2002) rhetorically asks if investing in a brand can be seen as a frivolous activity for NPOs in view of their not-for-profit mission, but he concludes that a better understanding of NPO branding will lead to a more effective use of their donations, which eventually furthers the NPOs\u27 causes. Although the peculiar organizational structure of NPOs fosters creativity and innovation, they often lack the motivation to exploit these opportunities commercially. Also, it seems that NPOs have not yet seized the opportunity to fully integrate the Internet into their busraess processes with a view to enhancing their core competencies, even though NPOs - particularly educational institutions - vrere actually the first organizations to use the Internet (Clay, 2002). Based on the assumption that well thought-out strategies for internal and extemal communication will help NPOs to build such e-brands, this paper begins with an outline of relevant aspects of both NPOs and e-communication. The main argument put forward in this paper is that successful e-branding for NPOs is determined by the aligmnent of intra-organizational and extemal communication capabilities. The conceptual framework for NPO e-branding we arrived at is based on qualitative inten\u27iews with NPOs from different sectors and an examination of their public Web sites. The paper concludes with hands-on recommendations for NPO communication strategies and suggestions for further research
Searching for commonsense
Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2006.Includes bibliographical references (leaves 97-101).Acquiring and representing the large body of "common sense" knowledge underlying ordinary human reasoning and communication is a long standing problem in the field of artificial intelligence. This thesis will address the question whether a significant quantity of this knowledge may be acquired by mining natural language content on the Web. Specifically, this thesis emphasizes the representation of knowledge in the form of binary semantic relationships, such as cause, effect, intent, and time, among natural language phrases. The central hypothesis is that seed knowledge collected from volunteers enables automated acquisition of this knowledge from a large, unannotated, general corpus like the Web. A text mining system, ConceptMiner, was developed to evaluate this hypothesis. ConceptMiner leverages web search engines, Information Extraction techniques and the ConceptNet toolkit to analyze Web content for textual evidence indicating common sense relationships.(cont.) Experiments are reported for three semantic relation classes: desire, effect, and capability. A Pointwise Mutual Infomation measure computed from Web hit counts is demonstrated to filter general common sense from instance knowledge true only in specific circumstances. A semantic distance metric is introduced which significantly reduces negative instances from the extracted hypotheses. The results confirm that significant relational common sense knowledge exists on the Web and provides evidence that the algorithms employed by ConceptMiner can extract this knowledge with a precision approaching that provided by human subjects.by Ian Scott Eslick.S.M