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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 founddoi:10.1504/ijemr.2016.077119 fatcat:mybzzvdcvjddtbbivu22zv6yna