NGO websites in the context of engagement with their audiences: a
tool for analyzing the quality of their web portals
Los sitios web de las ONG en el contexto del relacionamiento con sus públicos:
herramienta de análisis de la calidad de sus portales web
1
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January-June of 2024
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Quiceno-Castañeda, B. E. and Quirós-Ramírez, A. C. (2024). NGO websites in the context of engagement with their audiences: a tool for analyzing
the quality of their web portals.
Doxa Comunicación
, 38, pp. 417-436.
https://doi.org/10.31921/doxacom.n38a2028
Beatriz Eugenia Quiceno-Castañeda.
Full-time professor in the Faculty of Communications at the University of
Medellín. She is a PhD cum laude in communications from the University of Malaga, Spain. She received a master’s
degree in international humanitarian action from Royal University of Groningen-Netherlands, and she is a specialist
in organizational communication as well as a social communications journalist from the Autonomous University of
the West in Cali, Colombia. Beatriz is an expert in public relations and communication for social change. She has been
a visiting professor at the University of San Martin de Porres in Lima, Peru, a scholarship winner of the Programme
Alban to pursue high-level studies in the European Union, and a member of the board of directors of the Colombian
Association of Communication Programs and Faculties (AFACOM). She is a member of the GRECO and E-Virtual
research groups. Beatriz has more than twenty scientic contributions that range from articles in high-impact journals
to the academic coordination of books, book chapters, and presentations at international events.
University of Medellín, Colombia
[email protected]
ORCID: 0000-0003-3086-0215
Ana Catalina Quirós-Ramírez.
Full-time professor in the Faculty of Communications at the University of Medellín. She
currently serves as the Director of the Graphic Advertising and Communications Program. She is a publicist and holds
a master’s in marketing management. Ana is a doctoral candidate in communications from the University of Malaga,
Spain. She is an expert in branding and advertising. She is a researcher for the Holographic Group: Studies in Graphic
Advertising Communication catalogued by the Ministry of Science, Technology, and Innovation (MinCiencias). Her
areas of research revolve around topics such as the dierential approach to gender, persuasive communication, public
relations, streaming platforms, and social networks. Ana is a member of the Colombian Association of Faculties, Schools,
and Advertising Programs (AFAP), and she has been a juror of the court for the master’s degree in design management
at the University of Palermo, Argentina, and a juror for the Ee Awards Colombia. She has more than twenty scientic
contributions that range from the organization of international conferences to articles in high-impact journals, book
chapters, and presentations at international events, among others.
University of Medellín, Colombia
[email protected]
ORCID: 0000-0002-7417-8499
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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1. Introduction
1.1. e era of Big Data in public relations
e current communication environment, where globalization and the constant increase of interactions in the “specialized” and
so-called digital communication platforms, is generating changes in the way organizations relate to their audiences of interest and
therefore, it has highlighted the need for new, up-to-date public relations practices that will lead these organizations to achieve
more eective communication with their audiences (Castillo-Esparcia et al., 2019; Wichels, 2014). is phenomenon confronts
them with a new context in the current exercise of public relations: e large amount of information, known as Big Data, that is
generated constantly at a high speed and that requires real-time management (Flores Cabello, 2020).
Data management is not something new in the eld of communication, much less in the eld of public relations. In fact, information
management has been fundamental in the eld of corporate reputation, where it is observed that internal communication, media
relations, crisis communication, issues management, publicity, and relationships with investors are some of the activities most
related to the management of massive data (Pereira Villazón et al., 2019).
In this way, the collection, storage, and analysis of large volumes of data plays a fundamental role segmenting the stakeholders,
analyzing the environment, evaluating the eectiveness of communication processes, and responding eciently to the needs of
Received: 29/06/2023 - Accepted: 31/10/2023 - Early access: 09/11/2023 - Published: 01/01/2024
Recibido: 29/06/2023 - Aceptado: 31/10/2023 - En edición: 09/11/2023 - Publicado: 01/01/2024
Abstract:
Data management is not something new in the eld of communication
and public relations. is article analyzed seven websites from an equal
number of Non-Governmental Organizations (NGOs) in Colombia,
starting with the question: How can NGOs improve the management
of their websites to positively impact their public engagement strategy?
e overall objective analyzes the quality of NGO websites to establish
the link between quality and engagement with specic audiences.
e methodological design is qualitative and combines techniques
such as literature review and content analysis through the design and
implementation of a matrix that allowed the quality of these sites to
be evaluated. While website quality can be analyzed from dierent
perspectives, this study presents a design that allows for measurement
from a strategic perspective, considering several studies published
by experts in the eld. e main conclusion of this study is that most
of the analyzed websites received a regular rating, which negatively
aects their relationship with their audiences. Ultimately, this study
contributes to the strategic management of digital communication that
NGOs must undertake.
Keywords:
NGO; big data; public relations; data management; website quality.
Resumen:
El manejo de datos no es algo nuevo en el ámbito de la comunicación y
las relaciones públicas. Este artículo analizó 7 sitios web de igual núme
-
ro de Organizaciones No Gubernamentales en Colombia, partiendo de
la pregunta ¿de qué manera las ONG pueden mejorar la gestión de sus
sitios web para impactar positivamente su estrategia de relacionamien
-
to con sus públicos? El objetivo general analiza la calidad de los sitios
web de las ONG para establecer el vínculo entre calidad y relaciones
con públicos especícos. El diseño metodológico es cualitativo y com
-
binó técnicas como la revisión bibliográca y el análisis de contenido
a través del diseño y aplicación de una matriz que permitió evaluar la
calidad de estos sitios. Si bien su calidad se puede analizar desde di
-
ferentes miradas, este estudio presenta un diseño que permite medirla
desde la perspectiva estratégica atendiendo varios estudios publicados
por expertos en el tema. La principal conclusión de este estudio es que la
mayoría de los sitios web analizados obtuvieron una calicación regu
-
lar, lo que las ha llevado a afectar de forma negativa la relación con sus
públicos. Finalmente, este estudio aporta a la gestión estratégica de la
comunicación digital que deben hacer las ONG.
Palabras clave:
ONG; big data; relaciones públicas; gestión de datos; calidad sitios web.
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stakeholders within the strategic management of communication in entities (Moreno et al., 2019). In highly complex organizations
with sensitive agendas, the use of Big Data tools and the implementation of issue management strategies also allow the incorporation
of advanced processes of active listening and evaluation, political and strategic decision-making, as well as the ability to manage
content, automate tasks, and map relationships eciently (Castillo-Esparcia et al., 2019). However, data management is a eld
that still has limited use by teams of corporate communication and public relations professionals; as is the case, for example,
in disciplines related to marketing or advertising (Bustamante Alonso & Guillén Alonso, 2017; Miquel Segarra & Aced Toledano,
2020).
When we talk about Big Data, in the technological context, we are referring to one of the tools with the greatest impact on the digital
transformation of the world today (Flores Cabello, 2020). Traditionally, Big Data has been approached conceptually, in terms of
volume, speed, and variety; however, these characteristics have been accompanied by two other, more recent approaches, which
are veracity, related to the reliability of sources, and value, which implies that data must be meaningful to support organizations in
decision-making (Pereira Villazón et al., 2019; Bustamante and Guillén, 2017). is has given rise to the concept of Social Big Data,
which focuses on the content of the data that remains public on these platforms, allowing the details of online communication to
be recorded and oering various opportunities to analyze the information stored on websites (Suárez-Álvarez & García-Jiménez,
2021).
In this context, the digital maturity of an organization’s communication team is necessary (Cuenca-Fontbona et al., 2020), taking as
a starting point that in web 2.0, the fundamental objective of public relations remains the same: the management and construction
of trust (Cuenca-Fontbona et al., 2022). is attribute, together with credibility and reputation, are dierentiating criteria that must
be in the DNA of third sector organizations (Balas Lara, 2008; Ortiz Rodríguez, 2021).
1.2. Non-Governmental Organization (NGO) websites as digital platforms for interaction
Websites as spaces with textual and visual content and hosted on servers on the network with a unique domain to make it easier
for Internet users to access it are considered by experts to be the rst point to give visibility to brands in the digital world (Coppola,
2023). With the arrival of the World Wide Web, the number of websites in the world quickly increased from one in 1991 to 1.88
billion in 2021(Mena Roa, 2021). is gure demonstrates the importance digital communication has had in all spheres of society
in recent years.
us, in the context of public relations 2.0, corporate websites are places of interaction and dialogic communication (Capriotti
et al., 2019) that allow organizations to approach their most relevant audiences as an additional and alternative option to social
networks (Quintana Pujalte & Castillo Esparcia, 2019). is, without neglecting that both web and social networks are the platforms
that are most analyzed through data management today (Miquel Segarra & Aced Toledano, 2020).
Non-Governmental Organizations have not been oblivious to digital dynamics, and they have found in public relations 2.0 new
ways to reach their stakeholders and establish relationships of trust and commitment with them through more eective and direct
communication (Delgado Rocha et al., 2020). For this reason, taking advantage of the digital world through its digital platforms
implies a good level of interactivity and a clear call to action for this type of organization. ese two aspects are relevant to evaluate
the relationships that NGOs foster with their audiences on their websites (Quintana Pujalte, 2021).
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A web portal oers numerous advantages for these organizations compared to traditional media. ese advantages include very
low communication costs, an information platform without space or time restrictions, and the possibility of interacting with users,
thus favoring interaction with collaborators, socialization of their actions, accountability, and online donation of funds (Alonso
Colchón, 2020). e latter is the call to action with the most presence on the websites of NGOs worldwide followed by actions
such as “become a member” and “become a volunteer”, which generates tools and resources that allow them to have high levels of
contact with their target audience. (Quintana Pujalte, 2021).
e above shows the importance that websites have today in encouraging citizen support for social causes. e global trend in terms
of monetary donations to support the various causes of third sector organizations indicates that 56% of NGOs in Latin America
accept donations online through their websites (Nonprot Tech for Good, 2019). In this sense, having a website that has the right
features becomes an advantage for NGOs, understanding that the value of managing the data of these sites and digital platforms
lies in the ability to use them, once processed, to transform them into practical information for people and convert information into
knowledge (Bustamante Alonso & Guillén Alonso, 2017). erefore, the exchange of information and data has created a new and
valuable market where technological progress is the foundation of a knowledge society (Sánchez-Holgado et al., 2021).
Even though implementing a digital transformation process has high costs (Cuenca-Fontbona et al., 2020), NGOs cannot
be oblivious to this phenomenon and should work towards a mature level of innovation. Sooner or later, they should start
implementing tools for social business intelligence or social BI, aimed at the strategic use of data to improve internal aspects of the
business and strengthen their governance processes under quality and eciency criteria (Bustamante Alonso & Guillén Alonso,
2017). Accordingly, within the world of Big Data, companies such as Google are an example of the evolution of data management
by providing tools such as Google Analytics, MapReduce, BigQuery and Knowledge Graph (Bustamante Alonso & Guillén Alonso,
2017).
e relationship between NGOs and their public can be analyzed from several perspectives; one of the most important is the issue
of fundraising given the economic dependence that this type of organization has in order to fulll its mission. In the same sense,
in addition to prioritizing the implementation of digital transformation and innovation strategies as key facilitators to explore new
partnership opportunities with the private sector and ensure continuity in fundraising actions, it is necessary for NGOs to work on
reducing dependence on foreign subsidies and focus on diversifying their fundraising channels, an aspect for which websites play
a fundamental role (Valderrama Montoya Mario Andrés & Orjuela Valderrama, 2022).
1.3. Website quality: analysis from a strategic conception
As mentioned above, websites are multiplying day by day, which is why evaluating their quality is a fundamental task for organizations
in any area of the economy if they want to establish a direct dialogue with their audiences through them. e term website quality
will be addressed from what Morales-Vargas et al, (2020) have called “web excellence,” which refers to a website’s ability to meet
the expectations of its users and owners based on a series of quantiable features. In that regard dierent organizations and
authors have developed a variety of instruments that make it possible to evaluate, both quantitatively and qualitatively, the quality
of a website. Google has the
test my site
tool that allows you to evaluate aspects such as site speed on both mobile and desktop
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computers, image quality and the degree of responsiveness, among other items
(Clouding.io
, 2016), on a scale of 0 to 100, rating
the status of websites, in terms of “poor,” “decent,” or “good.”
Notwithstanding, evaluating the quality of a website is still a concept under construction and there are multiple interpretations
associated with this notion (González López et al., 2013) that can be given from strategic, technical, and content elements inherent
to websites (Morales-Vargas et al., 2020). at of which can be evaluated from the perspective of both programmers and end users
(Anusha, 2014) and through user studies, focused on user experience, and expert studies, designed and applied by information
professionals (Codina & Pedraza-Jiménez, 2016).
Previous investigations such as those of Morales-Vargas et al, (2020) analyze the scientic production that collects key concepts
around the measurable attributes that allow the evaluation of quality on websites. Other authors like Pereira Villazón et al. (2019)
and Bustamante and Guillén (2017) do this in terms of the quality of information management. Table 1 summarizes the ndings
of these investigations below:
Table 1. Measurable attributes in the quality of a website
Dimensions
Author
Usability, eciency, and credibilityAnusha, 2014
Content, service, and technique Rocha (2012)
Content, design, organization, and ease of useHasan &Abuelrub (2011)
Accuracy, reliability, and validityBuendía Castro & Urueña Gómez-Moreno, 2010
Accuracy, credibility, honesty, and trustCuenca-Fontbona et al., 2022
Veracity and valuePereira Villazón et al., 2019; Bustamante and Guillén, 2017.
Source: own elaboration from Buendía Castro & Urueña Gómez-Moreno, 2010; Bustamante and Guillén, 2017;
Cuenca-Fontbona et al., 2022; Morales-Vargas et al., 2020; Pereira Villazón et al., 2019
Looking at the dimensions of analysis presented in Table 1, the authors agree on measurement attributes such as content, accuracy,
credibility (related to veracity and reliability) and design. In this line of argument, it is important to highlight that from the strategic
conception it may be the case that the website is well developed according to technical or functional criteria and still does not fulll
the purpose for which it was created and, therefore, fails in its objective (Sanabre et al., 2018).
From the studies formulated and applied by communication professionals, this article contributes to the analysis of NGO websites
from a strategic and content perspective; leaving aside technical and programming elements to the discussions opened by other
authors regarding the quality of websites.
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2. Methodology
2.1. Objectives
e objective is based on the research question: How can the NGOs analyzed improve the management of their websites to
positively impact their relationship strategy with their audiences?
e general objective is to evaluate the quality of Non-Governmental Organization websites to establish the link between quality
and engagement with specic audiences. In this regard, two specic objectives are proposed:
SO1. Design a matrix that would allow the quality of websites to be evaluated in terms of accuracy, reliability, and validity.
SO2. Apply the website quality analysis matrix to a group of Colombian NGOs.
2.2. Methodological design
e methodology developed to achieve the proposed objectives was qualitative in nature. Techniques such as literature review and
content analysis were used to meet the proposed objectives.
e literature review was used to verify aspects related to the evaluation of the quality of the websites, which allowed the selection
of the categories and indicators to be evaluated. With this input, we proceeded to build the matrix for the content analysis of the
NGO websites.
Content analysis was chosen as the basis for data extraction, processing, and analysis, transcending from the strictly quantitative to
the strategic (Arango-Lopera. et al., 2022), recognizing, in this way, the concrete expression of the phenomenon studied. Regarding
the approach to the body of data, the qualitative approach was prioritized to make for a critical reading of the data in the context of
the communication process of which they make part.
e time span of the research that gives rise to this article is framed within the years 2017 to 2020. Data was collected between
the second half of 2019 and the rst half of 2020. During this time, the entire communication strategy of the 7 selected NGOs was
thoroughly analyzed. e data was collected through direct viewing of the NGO websites in the sample.
e criteria under which these organizations were selected were:
–
ey had direct contact with the beneciaries to be able to analyze the communication they had with them.
–
eir headquarters were in the city of Medellín, Colombia because this region brings together a signicant percentage of
NGOs at the national level.
–
ey were members of the Antioquia Federation of NGOs because it guarantees responsibility and signies that they are
permanently controlled (Author 1, 2021).
In this manner, the sample of NGOs is dened as:
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Table 2. Delimitation of the research sample
Code
NGO Analyzed
NGO 1Corporación Región
NGO 2Escuela Nacional Sindical
NGO 3Fundación las Golondrinas
NGO 4Fundación Hogares Claret
NGO 5Instituto Popular de Capacitación
NGO 6Corporación Proyectarte
NGO 7Corporación Vamos Mujer
Source: own elaboration
2.3. Materials and methods
2.3.1. Literature review
e Ebsco and Scopus databases were used for the literature review. In the rst, 152 academic publications were found and in the
second, 105 results of scientic publications were obtained. is allowed us to have sucient theoretical knowledge linked to the
central theme of this research. Table 3 presents the systematized review that was carried out using this research technique:
Table 3. Parameters congured in the literature review on website quality
Databases used
Ebsco y Scopus
Subject areas
Communication and social sciences
Search terms*Website AND Quality* *Websites* *Website Evaluation* *Information
Analysis* *Quality Evaluation* *Site Design* *User Experience* *Content
Analysis* *Limited to Content Categories* *Design Quality* *Web De
-
sign* *World Wide Web* *Website Design*
Language
English
Spanish
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Document type
Article
Conference paper
Book chapter
Review
Date of publications
2018-2023
Date of inquiry
Updated June 2023
Total references
257
Source: own elaboration
2.3.2. Content analysis
Taking into account the information selected in the literature review, which was included in the theoretical framework of this text,
the instrument for content analysis was constructed and applied to the 7 websites of the NGOs in the sample.
Taking as a starting point the attributes presented in Table 1, the following dimensions of analysis were dened for the matrix:
content, accuracy, credibility, and design based on Buendía Castro & Urueña Gómez-Moreno, 2010; Bustamante and Guillén,
2017; Cuenca-Fontbona et al., 2022; Morales-Vargas et al., 2020; Pereira Villazón et al., 2019.
2.3.3. e matrix
e design of the matrix was carried out under objective, systematic, reliable, and veriable parameters for the treatment of
information in content analysis (Berelson, 1952; Krippendor, 1990). is matrix evaluates websites from a strategic and content
perspective and is the result of the literature review as mentioned above.
In its design, four categories of analysis were dened: authorship, content, design, and credibility. ese categories, in turn, were
operationalized in 14 indicators as shown in Table 4.
Table 4. NGO Website Quality Assessment Matrix
QUALITY ASSESSMENT MATRIX OF NGO WEBSITES
Categories and Indicators
Attributes analyzed
AUTHORSHIP
Author
Reputation and experience
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Form of contact – email, address, telephone number – with
the organization, company, or person responsible for the
site
☐Yes ☐ No
Feedback – suggestions, complaints, requests-for the author☐Yes ☐No
URL (Domains)
Personal ~, %, users, members, people, .name
General: .com, .mil, .net, .edu, .gov, .org, int.
Territorial or geographic domains:
English-speaking countries
Spanish-speaking countries
French-speaking countries
Copyright
☐Yes ☐No
CONTENT
Grammatical accuracyFree of grammatical, typographical, and spelling errors
Objectivity
It evidences the point of view of the author or organization responsible
for the site.
Advertisements:
Advertiser’s inuence on the content of the information clearly cited.
Corporate or non-prot sponsors clearly cited:
Existence of links to the sites of corporate or non-prot sponsors in
order to be able to learn from them.
Audience
Specialized communication
Semi-specialized communication
Communication disclosure
DESIGN
Navigational aids
Site map or index on the homepage
Hyperlinks:
Link to homepage
For hierarchically arranged sites, link to the page one level higher in the
hierarchy
Available shortcuts
Internal search engine
Help section
Browser title
Clearly indicates the source of the site from which it comes
Clearly describe the contents of the page
It’s short and unique to the site
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Accessibility
Ease of access
In case additional software is needed, ease of access to download
Links work well
Access restrictions (registration, password, etc.)
Cost of access
Site stability
If you change, automatic transfer to the new site is provided
Presentation and management of information
Existence of moving graphics and images that add value to the text
Logical and clear presentation and layout
Advertisements:
Properly used
Distract the user
CREDIBILITY
Veracity
Considerable and valid information according to the subject matter
Accuracy
Reference to other reliable sources of information
Value
Information provides support for decision-making
Source: own elaboration from Buendía Castro & Urueña Gómez-Moreno, 2010; Bustamante and Guillén, 2017;
Cuenca-Fontbona et al., 2022; Pereira Villazón et al., 2019
For the measurement of the categories, a maximum score of 5.0 was dened using the researchers’ criteria. rough the denition
of an ordinal scale of values, the information was classied into exclusive and hierarchical categories where the evaluation ranges
obey the terms “greater than” or “less than” (López & Fachelli, 2015).
An insucient result gets a score lower than 3.0; an acceptable result scores less than 4.0; a good result scores less than 4.5 and an
excellent result gets a score higher than 4.4 as explained by the following value scale:
Table 5. Ordinal scale of values in the evaluation of websites
WEBSITE RATING SCALE
Excellent
GoodAcceptableInsucient
5.0 - 4.54.4 - 4.03.9 - 3.02.9 - 0.0
Source: own elaboration
Each of the categories was assigned an absolute value of 1.25, the result of dividing the maximum evaluation of 5.0 by 4 categories
that have the same weight within the nal evaluation. us, the absolute value of each category is evaluated according to the
number of indicators it contains as explained in Table 6.
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Table 6. Absolute values per indicator
ABSOLUTE VALUES PER INDICATOR
Category
Number of indicatorsValue of indicator
Authorship60.2083
Content30.416
Design20.625
Credibility30.416
Source: own elaboration
Once the quality assessment matrix was applied to the websites of the 7 NGOs, the information collected was systematized in Excel
and processed through percentage and ordinal analysis.
3. Results
is section will show the results obtained from the application of the analysis matrix to the 7 NGOs analyzed. Table 7 and Figure
1 show the values obtained by each of them, based on the four categories established and explained in detail in the methodology
section of this article.
Table 7. Results of the quality analysis of the selected websites
RESULTS OF THE QUALITY ANALYSIS OF THE SELECTED WEBSITES
CATEGORY
INDICATOR
NGO1NGO2NGO3NGO4NGO5NGO6NGO7
AUTHORSHIP
Author0,20830,20830,20830,20830,20830,20830,2083
Reputation and
experience
0,20830,2083000,20830,20830
Form of contact
0,20830,20830,20830,20830,208300,2083
Feedback-suggestions0,20830,20830,208300,208300,2083
URL0,20830,2083000,208300,2083
Copyright0000,2083000,2083
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CONTENT
Grammatical accuracy
0,4160,41600,4160,41600,416
Objectivity0,4160,41600,4160,41600,416
Audience0,4160,41600,4160,4160,4160,416
DESIGN
Navigational aids
0000000
Accessibility0,6250000,62500,625
CREDIBILITY
Veracity0,4160,41600,4160,41600,416
Accuracy0,4160,41600,416000
Value0,4160,4160,41600,41600,416
ABSOLUTE VALUE
4,23,51,02,73,70,83,7
PERCENTAGE VALUE
83%71%21%54%75%17%75%
Source: own elaboration
e website for NGO 1 achieved a level of good with a score of 4.2. e websites for NGOs 2, 5, and 7 achieved a level of acceptable,
with a rating of 3.5 and 3.7 respectively. At the level of insucient are the websites for NGO 4 with 2.7, NGO 3 with 1.0, and NGO 6
with 0.8.
It is evidenced that NGO 1 obtains an absolute value of 4.2, which implies an 83% achievement rate in the categories analyzed. is
means that this website ranks on the scale dened as good.
NGOs 2, 5 and 7 obtained scores between 3.5 and 3.7, which percentage wise indicates an achievement between 71% and 75% in
the categories analyzed, placing them on the scale dened as acceptable.
NGO 4 scores 2.7, NGO 3 scores 1.0, and NGO 6 scores 0.8 with percentages ranging between 54% and 17%, which places them in
the category dened as insucient.
e data analyzed show that 86% of the websites of the NGOs analyzed reached a level of evaluation between acceptable and
insucient according to the proposed rating scale. Only 14%, which corresponds to one NGO, achieved a level of good and no
NGO achieved the level of excellent.
Figure 1 outlines the absolute value and the percentage value within the evaluation of the quality of the websites of each of the
NGOs studied.
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January-June of 2024
Beatriz Eugenia Quiceno-Castañeda and Ana Catalina Quirós-Ramírez
ISSN: 1696-019X / e-ISSN: 2386-3978
429
Figure 1. Results of the quality assessment of the selected websites
The data analyzed show that 86% of the websites of the NGOs analyzed reached a level
of evaluation between
acceptable
and insufficient according to the proposed rating
scale. Only 14
%
, which corresponds to
one
NGO, achieved a level of good and no NGO
achieved the level of
excellent.
Figure 1 outlines the absolute value and the percentage value within the evaluation of
the quality of the websites of each of the NGOs studied.
Figure
1
. Results of the quality assessment of the selected websites
Source: own
elaboration
3.1.
Results by category
In this section, the data will be analyzed according to the ordinal scale used to assess the
quality of
websites.
3.1.1.
Authorship category
In the author
ship
category with 6 indicators, the results show that the only indicator met
by the 7 NGO
websites
in the sample is that of author. This is followed by form of contact
that 6 of the 7 websites
meet
; feedback and suggestions are met by 5 sites; while 4 comply
with the URL indicator and only 2 out of 7 comply with the copyright indicator.
ͲǡͲ
Ͳǡͷ
ͳǡͲ
ͳǡͷ
ʹǡͲ
ʹǡͷ
͵ǡͲ
͵ǡͷ
ͶǡͲ
Ͷǡͷ
!$"ͳ!$"ʹ!$"͵!$"Ͷ!$"ͷ!$"!$"
Ͷǡʹ
͵ǡͷ
ͳǡͲ
ʹǡ
͵ǡ
Ͳǡͺ
͵ǡ
ͺ͵Ψ
ͳΨ
ʹͳΨ
ͷͶΨ
ͷΨ
ͳΨ
ͷΨ
WEBSITE QUALITY EVALUATION
Source: own elaboration
3.1. Results by category
In this section, the data will be analyzed according to the ordinal scale used to assess the quality of websites.
3.1.1. Authorship category
In the authorship category with 6 indicators, the results show that the only indicator met by the 7 NGO websites in the sample is
that of author. is is followed by form of contact that 6 of the 7 websites meet; feedback and suggestions are met by 5 sites; while
4 comply with the URL indicator and only 2 out of 7 comply with the copyright indicator.
In this category, none of the websites analyzed achieve an absolute value of 1.25.
430 |
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January-June of 2024
NGO websites in the context of engagement with their audiences: a tool for analyzing the quality of their web portals
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Figure 2. Website authorship category analysis
In this category, none of the websites analyzed achieve an absolute value of 1.25
.
Figure
2
. Website authorship category analysis
Source: own
elaboration
3.1.2.
Content category
In the content category, composed of 3 indicators, the data shows that grammatical
accuracy is met by 5 of the 7 NGOs analyzed; the objectivity indicator is also evident in
5 NGOs; finally, the audience indicator is met by 6 NGOs.
In this category, 5 of the observed websites reach an absolute value of 1.25 as shown in
Figure 3.
7.9ͳ7.9ʹ7.9͵7.9Ͷ7.9ͷ7.97.9
#B@/8<
ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵
=):B@"@186 "6( )E:)<1)6&)
ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲͲͲǡʹͲͺ͵ͲǡʹͲͺ͵Ͳ
,8<5 8+ &86@"&@
ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲͲǡʹͲͺ͵
,))($"&3Ǧ>B--)>@186>
ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲͲǡʹͲͺ͵ͲͲǡʹͲͺ͵
C=4
ͲǡʹͲͺ͵ͲǡʹͲͺ͵ͲͲͲǡʹͲͺ͵ͲͲǡʹͲͺ͵
'8:F<1-/@
ͲͲͲͲǡʹͲͺ͵ͲͲͲǡʹͲͺ͵
#%?94CA* D#4C*
ͳǡͲͶͳǡͲͶͲǡʹͲǡʹͳǡͲͶͲǡͶʹͳǡͲͶ
Ͳ
Ͳǡʹ
ͲǡͶ
Ͳǡ
Ͳǡͺ
ͳ
ͳǡʹ
#CA09=?02; '#A*.9=G
Source: own elaboration
3.1.2. Content category
In the content category, composed of 3 indicators, the data shows that grammatical accuracy is met by 5 of the 7 NGOs analyzed;
the objectivity indicator is also evident in 5 NGOs; nally, the audience indicator is met by 6 NGOs.
In this category, 5 of the observed websites reach an absolute value of 1.25 as shown in Figure 3.
Figure 3. Website content category analysis
Figure
3
. Website content category analysis
Source: own
elaboration
3.1.3.
Design category
In the design category, with 2 indicators, the data show that the navigation aids indicator
is not met by any of the websites analyzed, while the accessibility indicator is met by only
3 of the 7 sites. In this category, none of the
websites
reaches an absolute value of 1.25
as
expanded on
in
Figure 4.
Figure
4
. Website design category a
nalysis
Source: own
elaboration
ͳʹ͵Ͷͷ
-8"33"<.&"1 "&&>8"&B
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲͲǡͶͳ
7$0*&<.@.<B
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲͲǡͶͳ
#>(.*4&*
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲǡͶͳͲǡͶͳ
#%;72?=+ A#2?+
ͳǡʹͷͳǡʹͷͲͳǡʹͷͳǡʹͷͲǡͶʹͳǡʹͷ
Ͳ
Ͳǡʹ
ͲǡͶ
Ͳǡ
Ͳǡͺ
ͳ
ͳǡʹ
ͳǡͶ
'75=+5= '#=+-79C
ͳʹ͵Ͷͷ
5"@.,"<.64 ".(:
ͲͲͲͲͲͲͲ
#&&*::.$.1.<B
ͲǡʹͷͲͲͲͲǡʹͷͲͲǡʹͷ
#%;72?=+ A#2?+
Ͳǡ͵ͲͲͲͲǡ͵ͲͲǡ͵
Ͳ
Ͳǡͳ
Ͳǡʹ
Ͳǡ͵
ͲǡͶ
Ͳǡͷ
Ͳǡ
Ͳǡ
)+;/-5 '#=+-79C
Source: own elaboration
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January-June of 2024
Beatriz Eugenia Quiceno-Castañeda and Ana Catalina Quirós-Ramírez
ISSN: 1696-019X / e-ISSN: 2386-3978
431
3.1.3. Design category
In the design category, with 2 indicators, the data show that the navigation aids indicator is not met by any of the websites analyzed,
while the accessibility indicator is met by only 3 of the 7 sites. In this category, none of the websites reaches an absolute value of
1.25 as expanded on in Figure 4.
Figure 4. Website design category analysis
Figure
3
. Website content category analysis
Source: own
elaboration
3.1.3.
Design category
In the design category, with 2 indicators, the data show that the navigation aids indicator
is not met by any of the websites analyzed, while the accessibility indicator is met by only
3 of the 7 sites. In this category, none of the
websites
reaches an absolute value of 1.25
as
expanded on
in
Figure 4.
Figure
4
. Website design category a
nalysis
Source: own
elaboration
ͳʹ͵Ͷͷ
-8"33"<.&"1 "&&>8"&B
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲͲǡͶͳ
7$0*&<.@.<B
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲͲǡͶͳ
#>(.*4&*
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲǡͶͳͲǡͶͳ
#%;72?=+ A#2?+
ͳǡʹͷͳǡʹͷͲͳǡʹͷͳǡʹͷͲǡͶʹͳǡʹͷ
Ͳ
Ͳǡʹ
ͲǡͶ
Ͳǡ
Ͳǡͺ
ͳ
ͳǡʹ
ͳǡͶ
'75=+5= '#=+-79C
ͳʹ͵Ͷͷ
5"@.,"<.64 ".(:
ͲͲͲͲͲͲͲ
#&&*::.$.1.<B
ͲǡʹͷͲͲͲͲǡʹͷͲͲǡʹͷ
#%;72?=+ A#2?+
Ͳǡ͵ͲͲͲͲǡ͵ͲͲǡ͵
Ͳ
Ͳǡͳ
Ͳǡʹ
Ͳǡ͵
ͲǡͶ
Ͳǡͷ
Ͳǡ
Ͳǡ
)+;/-5 '#=+-79C
Source: own elaboration
3.1.4. Credibility category
is last category is made up of 3 indicators. e data obtained shows that 5 of the 7 websites in the sample comply with the
indicators of veracity and value. While on the other hand, only 3 websites meet the accuracy indicator. In this category, only two of
the websites analyzed reach an absolute value of 1.25 as shown in Figure 5.
432 |
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January-June of 2024
NGO websites in the context of engagement with their audiences: a tool for analyzing the quality of their web portals
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Figure 5. Website credibility category analysis
3.1.4.
Credibility
category
This last category is made up of 3 indicators. The data obtained shows that 5 of the 7
websites in the sample comply with the indicators of veracity and value. While
o
n
the other hand, only 3 websites meet the accuracy indicator. In this category, only
two of the websites analyzed reach an absolute value of 1.25 as shown in Figure 5.
Figure
5
. Website
credibility
category a
nalysis
Source: own
elaboration
4.
Disc
ussion and conclusions
This article analyzed a total of 7 websites
from
the same number of NGOs in Colombia
starting from the question:
H
ow can NGOs improve the management of their websites to
positively impact their relationship strategy with their audiences? The general objective
is to evaluate the quality of the websites of Non
-
Governmental Organizations to establish
the link between quality and relations with specific audiences.
Although the quality of websites can be analyzed from different perspectives, both
qualitative and quantitative, this article presented a design that allows it to be measured
from a strategic point of view based on several studies published by experts in the field.
The quality of the websites analyzed is between fair and insufficient, significantly
damaging the relationship between these entities and their audiences. If we take into
consideration the definition of website quality proposed by Morales
-
Vargas et al (2020)
who define it as the capacity of these spaces to meet the expectations of users and owners,
it can be concluded that the websites analyzed lack the necessary quality to meet these
expectations.
ͳʹ͵Ͷͷ
7(0"%+38
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲǡͶͳͲͲǡͶͳ
#%%50"%8
ͲǡͶͳͲǡͶͳͲͲǡͶͳͲͲͲ
7"-5(
ͲǡͶͳͲǡͶͳͲǡͶͳͲͲǡͶͳͲͲǡͶͳ
#$2/.64) 7#.6)
ͳǡʹͷͳǡʹͷͲǡͶʹͲǡͺ͵Ͳǡͺ͵ͲͲǡͺ͵
Ͳ
Ͳǡʹ
ͲǡͶ
Ͳǡ
Ͳǡͺ
ͳ
ͳǡʹ
ͳǡͶ
&1)',$,.,49 )*/19
Source: own elaboration
4. Discussion and conclusions
is article analyzed a total of 7 websites from the same number of NGOs in Colombia starting from the question: How can NGOs
improve the management of their websites to positively impact their relationship strategy with their audiences? e general
objective is to evaluate the quality of the websites of Non-Governmental Organizations to establish the link between quality and
relations with specic audiences.
Although the quality of websites can be analyzed from dierent perspectives, both qualitative and quantitative, this article presented
a design that allows it to be measured from a strategic point of view based on several studies published by experts in the eld.
e quality of the websites analyzed is between fair and insucient, signicantly damaging the relationship between these entities
and their audiences. If we take into consideration the denition of website quality proposed by Morales-Vargas et al (2020) who
dene it as the capacity of these spaces to meet the expectations of users and owners, it can be concluded that the websites analyzed
lack the necessary quality to meet these expectations.
e rst specic objective of this study was to design a matrix to assess the quality of websites in terms of accuracy, reliability,
and validity. In this regard, it is concluded that, when applying the matrix, the category with the lowest score is design. Taking
into account the proposal of Coppola (2023) regarding the denition of websites as spaces of textual and visual content that are
increasingly entrenched as the rst meeting point between brands and their audiences, not having a good design for the website
prevents the response that is expected from the people who navigate these spaces; this is in close relation to the concept of user
doxa.comunicación |
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|
January-June of 2024
Beatriz Eugenia Quiceno-Castañeda and Ana Catalina Quirós-Ramírez
ISSN: 1696-019X / e-ISSN: 2386-3978
433
experience proposed by Codina y Pedraza-Jiménez (2016). On the other hand, the best-rated category is that of content. is data
allows us to conclude that the communicators of the NGOs of which the websites were analyzed have greater competencies to
manage content, automate tasks, and manage relationships; this in accordance with Castillo-Esparcia
et al
(2019) when they refer to
the implementation of issue management strategies of communication teams in highly complex organizations. On the other hand,
communicators must improve in aspects related to data design and management as proposed by Bustamante-Alonso and Guillen-
Alonso (2017) and Miquel-Segarra and Aced-Toledano (2020) referring to the reduced use of these aspects by communicators.
e second specic objective was to apply the website quality analysis matrix to a group of Colombian NGOs. In this regard, it is
concluded that the quality of the websites of the NGOs analyzed is far from having the quality set by the categories and indicators
proposed in the matrix that was designed and applied. In addition, given the extensive literature that is found in relation to the
analysis of the quality of websites, strategic design contributes to the correct formulation of digital communication strategies for
Non-Governmental Organizations.
Finally, it can be concluded that most of the NGOs analyzed obtained a rating between fair and insucient for their websites. In
this regard, the methodological commitment of this study with the design of the analysis matrix from a strategic point of view, can
contribute to reversing this trend, contributing to the improvement of the management of their websites.
e limitation of this study is that it is focused on a group of NGOs in Colombia, but the researchers see potential for the matrix to
be applied to other entities in other regions of the world. Future studies may be directed towards the proper planning of the digital
communication of NGOs involving web and social networks.
5. Acknowledgments
is article has been translated into English by Bridget Marie Flynn, whom we thank for her work.
6. Specic contributions of each author
First and Last Names
Conception and designBeatriz Eugenia Quiceno-Castañeda
Methodology
Beatriz Eugenia Quiceno-Castañeda
Ana Catalina Quirós-Ramírez
Data collection and analysis
Beatriz Eugenia Quiceno-Castañeda
Ana Catalina Quirós-Ramírez
Discussion and conclusions
Beatriz Eugenia Quiceno-Castañeda
Ana Catalina Quirós-Ramírez
Drafting, formatting, version review and approval
Beatriz Eugenia Quiceno-Castañeda
Ana Catalina Quirós-Ramírez
434 |
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NGO websites in the context of engagement with their audiences: a tool for analyzing the quality of their web portals
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
7. Conict of interests
e authors declare that there is no conict of interest contained in this article.
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