Digital Trust Signals and Action Affordances in Third Sector Organizations: An Exploratory Analysis of 77 NGO Profiles on the Açık Açık Platform
DOI:
https://doi.org/10.63556/tisej.2026.1948Keywords:
third sector marketing, dijital trust signals, online accountability, action opportunities, digital fundraisingAbstract
This research examines the trust and accountability signals, platform routing patterns, and stakeholder action opportunities visible in the profiles of 77 NGOs on the Açık Açık platform. Data were obtained from profiles accessed on May 28, 2026, and from the 2024 financial summaries displayed in those profiles. The measurement audit found zero variance in the codable trust and accountability elements and revealed that the donation button and visit link are mutually exclusive routing options. A formative Breadth of Action Opportunities index consisting of the donation button, call for volunteers, and online store was used in the analysis. Visibility ratios were evaluated with Wilson confidence intervals, organization type differences with the Mann–Whitney U test, and financial relationships with Spearman correlations, bootstrap confidence intervals, FDR correction, permutation tests and sensitivity analyses. Among the 60 complete cases, 6.67% showed all three action opportunities. The index was positively correlated with donation amount and total income but not significantly associated with the donation/income ratio. When total income was controlled for, the donation association was attenuated and no longer statistically significant. The findings suggest that digital action infrastructure may reflect organizational capacity rather than donation intensity and that platform architecture should be treated as a measurement condition in digital visibility research.
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