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Health nonprofits online: the use of frames and stewardship strategies to increase stakeholder involvement

Authors:	Sheetal J Patel Brooke Weberling McKeever

Institution:	1. Career Development Center, Stanford University, USA Department of Kinesiology, University of Texas at Arlington, USA Director of Branding & Digital Communities.Adjunct Research Professor.Assistant Professor, Public Relations. Correspondence to: Sheetal J. Patel, Director of Branding & Digital Communities, Career Development Center, Stanford University, 563 Salvatierra Walk, Stanford, California 94305-8530, USA. E-mail: sheetalp@stanford.edu;2. School of Journalism and Mass Communications, University of South Carolina, USA

Abstract:	This study examines connections between the conceptual frameworks of compassion fatigue (burnout toward social issues) and related stewardship strategies that are used as a form of best practices to address the issue of compassion fatigue. A content analysis of 117 health nonprofit websites (457 web pages) investigates how nonprofit health organization websites are framing their communication to various stakeholders and how the strategies of stewardship are employed online. Findings indicate that although health nonprofits are using positive frames and multiple stewardship strategies, more could be done by nonprofit marketing practitioners to facilitate positive, long-term relationships with stakeholders in an environment of increased communication and compassion fatigue. Copyright © 2014 John Wiley & Sons, Ltd.

Keywords:	Stewardship Health Nonprofit Compassion Fatigue Framing Stakeholder

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