Community-based organisations (CBOs) are a widely diverse group of organisations that exist
to benefit their membership or promote a wider cause. CBOs are increasingly using websites
to assist in carrying out their functions. This paper examines the practices of 35 CBOs from
Australia, New Zealand and the UK from the viewpoint of how they use offline and online
strategies for website promotion. CBOs employed a mix of offline and online promotion
strategies – which appeared to relate to the operations of different types of CBOs. There was a
level of sophistication that was not expected by the authors. Another interesting result that
emerged from the study was that there was a degree of uncertainty as to how social
networking websites fit into the web presence of CBOs. --Australian and New Zealand Marketing Academy (ANZMAC)
Conference 2010 held, Canterbury, New Zealand, 29 November - 1 December 2010. Theme: ‘Doing More with Less'