The research explores the role of NPO websites in fostering public engagement within the context of SOCA. While social media platforms like Facebook and Twitter are important for interactive engagement, NPO websites are crucial for initiating dialogue and building relationships with stakeholders, including the general public, volunteers, and donors. The study highlights a gap in the literature regarding how to strategically design and manage NPO websites to maximize engagement and align with organizational goals. Prior research indicates that NPOs utilize websites for online stewardship, directing stakeholders to external social media sites, and promoting events. However, a comprehensive model for enhancing website-driven engagement is lacking. This research aims to address this gap by developing and validating a model to predict the success of NPOs based on their website engagement. Two key hypotheses are proposed: H1: The number of ways in which NPOs help will positively influence the achievement of engagement. H2: NPO engagement with the public will positively influence NPO results.

Existing research acknowledges the importance of corporate websites for communication between organizations and their stakeholders. However, limited guidance exists on how NPOs should construct their websites to contribute to strategic online communication. Studies show that NPOs often fail to use websites strategically. This study uses the SOCA framework, which emphasizes managing webpages to drive engagement as a primary objective, aligning with long-term business goals, and targeting diverse stakeholders. The literature highlights key website characteristics for engagement, such as dialogic communication, information usefulness, ease of navigation, and visitor retention. However, the specific features and their sequential impact on engagement within the NPO context need further investigation. The review identifies various models for evaluating website efficiency and maturity but lacks a model specifically addressing engagement within the SOCA framework for NPOs. This research seeks to bridge this gap by developing a model that links website features to levels of engagement and ultimately, NPO success.

The study uses a mixed-methods approach to validate the proposed EMEA model. **Sample:** The sample comprises the top 50 charities by income in England and Wales, selected from the Charity Commission for England and Wales ranking (2020). This non-probabilistic sampling method, while convenient, limits generalizability. **Variables:** The dependent variables are "Engagement" (measured using the EMEA model) and "Results" (measured by last recorded income and expenditure from the CCEW database). Independent variables include "Number of groups targeted," "Number of ways to help," and "Number of things done." The latter three variables, not directly available in the CCEW database, were calculated by the authors based on the available information. **Data Collection:** A data sheet based on the EMEA model was used to collect data on the presence or absence of specific features on each NPO's website. This qualitative part establishes the EMEA measurement framework. **Data Analysis:** The study employs a three-stage quantitative analysis: 1. **EMEA analysis:** The EMEA data sheet is applied to assess the engagement level of each NPO website. 2. **ANOVA and Kruskal-Wallis tests:** These tests examine significant differences between EMEA stages based on the quantitative variables from the CCEW database. 3. **Partial Least Squares (PLS):** A structural equation model is built using PLS to test the hypotheses and evaluate the predictive power of the EMEA model. The PLS-SEM approach allows for the handling of formative constructs, non-normal data, and small sample sizes. The model tests the relationships between "Number of ways to help," EMEA stages, and "Results." The model is assessed for goodness of fit using various measures and analyzed for predictive relevance. Missing data imputation is performed with less than 5% missing data.

The study's findings are presented according to the three stages of the methodology: **Stage 1: EMEA Analysis:** The application of the EMEA model revealed that no NPO reached the highest engagement levels (Stage 3: Action). Most NPOs (23 out of 50) were at the medium level of Interactivity (Stage 2). A significant number of NPOs showed the highest stage of Information and a smaller number showed the lowest stage of Information. **Stage 2: ANOVA and Kruskal-Wallis Tests:** Significant differences were found between EMEA stages and "Last recorded income" and "Number of ways to help." This suggests a relationship between engagement level and these two variables, though the exact nature and strength of the relationship require further analysis. **Stage 3: Partial Least Squares:** The PLS analysis supports both hypotheses: * H1: A positive relationship exists between the number of ways an NPO offers help and its level of engagement (path coefficient = 0.370, p < 0.002). * H2: A positive relationship exists between the achieved level of engagement and NPO results (path coefficient = 0.224, p < 0.022). The model demonstrates medium predictive relevance for EMEA on NPO results and a similar level of predictive power for the number of ways to help on the overall NPO result. The high interactivity stage, however, proved non-discriminant among NPOs, potentially indicating that such features are more effectively handled through social media platforms. The model reveals a weak explanatory power for EMEA and a negligible explanatory power for results. In terms of effect size, the impact of 'Number of ways to help' is moderate for EMEA and weak for Results. Out-of-sample predictions using PLSpredict show high predictive power for NPO results and low predictive power for EMEA.

The findings support the study's hypotheses, indicating that the number of ways to help offered by NPOs positively influences website engagement, which in turn, positively affects their overall results. The EMEA model provides a practical framework for NPOs to assess and improve their website engagement. The model's moderate predictive relevance suggests its utility in understanding the relationship between website features, engagement, and organizational success. However, the model's limited explanatory power indicates the influence of other factors not included in the model. The non-discriminatory nature of the high interactivity layer highlights the complementary role of social media platforms in NPO communication strategies. This suggests a need for a broader model encompassing various digital channels, considering the complex interplay between different communication modes. The findings also emphasize the importance of a strategic and well-planned approach to online communication, going beyond simply having a website presence.

This research contributes a novel model, EMEA, for understanding and enhancing NPO website engagement within a SOCA framework. The study confirms the positive relationship between the number of ways to help presented on a website, the level of engagement achieved, and the resulting NPO performance. EMEA proves useful for evaluating and predicting engagement levels; however, it’s vital to consider it within a broader multi-channel communication strategy. Future research should explore the interplay between websites and social media platforms, examining how both can work together to optimize engagement and broaden the application of EMEA across diverse NPO contexts and geographical regions.

The study's limitations include the non-probabilistic sampling method, limiting the generalizability of the findings. The focus on webpages alone overlooks the role of social media platforms in high interactivity. While EMEA predicts engagement levels, it doesn't guarantee that engagement will occur. Finally, the effective application of EMEA doesn't automatically equate to comprehensive SOCA compliance; a multi-channel online strategy is essential. Future research could address these limitations by using a larger, more representative sample, integrating social media data, investigating the mediating factors influencing engagement, and exploring the implementation of EMEA within broader SOCA strategies.