Date of Award

7-20-2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Pavel Shlossberg

Second Advisor

Dr. Kristina Morehouse

Abstract

Due to web-based technologies and social media, the nonDrit industry is currently experiencing a change in the way fundraising is accomplished, business is developed, and information is communicated to the public. Some organizations have embraced these changes, while others are hesitating to move in a new direction. While the organizations changing with the industry are making major strides in their business success, those who are not redeveloping are missing out on an opportunity to increase their volunteer base, organization awareness, and financial support. In order to help nonDrit organizations understand the benefits of the evolving technologies, a static, poorly designed Web 1.0 nonDrit website was redeveloped incorporating Web 2.0 strategies, social media platforms, and computer-mediated communication tools. Interviews with four, young, technology savvy potential site users, as well as autoethnographic reflections/ evaluations are methods used in the redevelopment process. The structural elements chosen for each webpage are informed by Joseph Walther’s Social Information Processing theory and are intended to promote and harness benefits of asynchronous communication for conversation and community. The purpose of this project is to provide nonDrit organizations with an example of a non-Drit website redeveloped utilizing the current Web 2.0 technologies, and to give theoretical evidence of why it is beneficial to redevelop communication tools and how this can increase organization successes.

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