On-line strategies for charities: The relative importance of charity accountability and website design

This study focuses on the websites of charity organizations as a possible factor in creating trust. A sample of 39 Dutch charity websites with online donation functionality was evaluated by respondents. We found that first impression, and to some extent the use of trust and safety signs, were the only positive predictor variables that significantly explained variance in trust. The use of forums and expense information (accountability) seems to lead to less trust and older people normally are more skeptical, especially about the content of the website. Marketing implications for charity organizations are elaborated upon.