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Transparency and accountability are two issues that are ubiquitous for nonprofits. Today, the application of these issues has moved from solely traditional mediums to include online technologies. Through content analyses of nonprofit Web sites and in-depth interviews, this paper seeks to determine if nonprofit leaders see a conceptual connection between transparency and accountability and their online communication mediums. It was found that most still visualize online communication tools as a medium to push information out to stakeholders. In addition, a pattern was found between an executive director’s conceptualization of the purpose of online tools and the organization’s use of its Web site in regard to the amount of information it provided and the tools it adopted.