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

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.