Abstract
The purpose of this article is to understand how online marketing communications influence donors. This article postulates, in the online arena, by taking the intangible and making it real, definite, solid, or easily grasped, one can positively impact donation. The data were collected in a lab where respondents from a university in the southwest United States explored a well‐known nonprofit website. Following the exploration, they responded to a series of survey questions. The findings show that a well‐designed website decreases perceptions of intangibility and increases donation. For inexperienced donors, the affective aspects of the site are more influential in determining donation. Our study is one of the first to focus on how specific information on a nonprofit website may influence donation with regards to intangibility. Our work was limited by the use of students and hypothetical situations. By utilizing cognitively and affectively laden website characteristics effectively, nonprofits can influence decision making and subsequent donation through organizational perceptions of intangibility.