This study explores the donation appeal strategies employed on forty-seven of the most successful nonprofit organizations' websites. Through examination of the structural elements and textual content of each site, Hypotheses linking fundraising performance to the use of active solicitation, relationship building strategies and emotion/value-based themes were tested. Based on this analysis, no specific, consistent patterns of traditional, web-based marketing oriented solicitations commonly found

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... in for-profit sites emerged. However, when the analysis was expanded to include affective responses and value perceptions of the sites as evaluated by a panel of subjects in an attempt to capture themes depicted through pictures and other non-textual means, a link between these responses and fundraising performance was detected. Together, these results suggest opportunities exist for more direct and aggressive solicitation of donors through the web.