Abstract:

Main public relations purposes of non – governmental organizations are to tell target audiences vision and mission of non – governmental organizations, to band together individuals who have shared interest and to provide resources for activities of organizations. It is known that non – governmental organizations attain economic resources to carry out their functions in social system by membership fees and contribution of donors. For non – governmental organizations it is not possible to have enough funds for their activities only with low membership fees. Therefore, it is significant to manage non – governmental organization – donor relationships and to provide funds as a consequence of positive relations with donors. As a new public relations tool, corporate web pages open up an opportunity to interact with target audiences. If corporate web pages are designed in compliance with some principles, they can be used to lead target audiences to make donation. Herewith, corporate web pages come into prominence as a fund – raising tool. Within the frame of the study, web pages of foundations are decided to be examined since they are one of the forms of non – governmental organizations. Through a pre-test including 30 individuals, sixteen foundations were determined. Corporate web pages of these foundations were analyzed in accordance with some principles which are put forth by Sergeant et al. (2007), and also some other criteria are determined for analysis. Findings were achieved through the analyzing of the corporate web pages and indicated that non – governmental organizations do not take advantage of corporate web pages capacities adequately as a fundraising tool

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