Antonio Castillo-Esparcia

The communication of organizations with their audiences has undergone changes thanks to the Internet. Non-Governmental Organizations (NGOs), as influential groups, are no exception, as much of their activism takes place through grassroots digital lobbying. The consolidation of Web 2.0 has not only provided social organizations with a new and powerful tool for disseminating information but also brought about significant changes in the relationship between nonprofit organizations and their diverse audiences. This has facilitated and improved interaction between them. The purpose of this article is to analyze the level of interactivity implemented on the websites of leading NGOs worldwide and their presence on social networks, with the aim of assessing whether these influential groups are moving towards more dialogic systems in relation to their audience. The results reveal that NGOs have a high degree of interactivity in the tools used to present and disseminate information on their websites. However, not all maintain the same level of interactivity in the resources available for interaction with Internet users, as very few have high interactivity regarding bidirectional resources. It was concluded that international non-governmental organizations still suffer from certain shortcomings in the strategic management of digital communication on their web platforms, while, on the other hand, a strong presence can be noted on the most-popular social networks.