A Multilayer, Multimethod Web and Language Accessibility Analysis of US Nonprofit Organization Websites: Considerations for the Marketing and Promotion of Online Giving

Abstract

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US nonprofit organization websites (n = 81). Quantitative analysis of web accessibility data reveals that a little more than 5% of US. nonprofit websites offer accessibility policy (AP) statements or tailored information to PwDs on the website home pages. Results show US nonprofit websites are laden with specific accessibility error types that are most likely to impact user experiences related to perceivability, operability, and understandability. These error types were also positively and moderately correlated across the home, donation, and contact pages within the websites. This study draws attention to the critical role of web and language accessibility in fulfilling stakeholder needs and advancing nonprofit missions. Discussion and limitations are provided.