Using cultivation strategies to manage public relationships: A content analysis of non-profit organisationsʹ websites

This study utilises a content analysis of 129 non-profit organisations’ websites to explore how they are managing their web relationships with publics. While most organisations in this sample are engaging in all six of the relational strategies (access, positivity, openness, shared tasks, networking, and assurances), the level at which these strategies are engaged is low. Positivity was the most often used strategy, which shows a difference between non-profit organisations and Fortune 500 companies. Assurances was the least engaged strategy, thus making it the one most in need of improvement.