Two successful companies, Walmart and Scholarship America, have developed a similar website structure to gain online support for two independent goals. Walmart, a for-profit corporation, boasts low prices, quality products, convenient hours and global shopping for millions of customers seeking to satisfy many of their unlimited wants and needs. Walmart's website creates excitement among its consumers by featuring high-quality images of Walmart products at affordable prices. Scholarship America, a nonprofit corporation, differentiates itself from Walmart by targeting college students who desperately need financial aid to pay for their college tuition. Scholarship America executives created their website to represent their company successfully and benevolently. Additionally, these corporate websites create excitement and urgency to convince viewers to shop at Walmart or donate to Scholarship America. Executives at Walmart and Scholarship America adapted their websites to maximize the influence the site had on viewers. Walmart's website overloads its customers with information about Walmart's various home improvement accessories, gift cards, toys, clothing, electronics, groceries, and other quality products. The website consists of departments, retail prices, and products for sale. Walmart's streamlining of its website helps customers find exactly what they need so they can quickly compare prices with Walmart's competitors. By checking Walmart's low prices, customers are sure of Walmart's deals. In contrast, Scholarship America, a nonprofit financial aid company, reveals a success story in making college accessible to millions of college students. As a result, Scholarship America awards its money to college-bound, disadvantaged students. The combination of urgency and value effectively convinces customers to react to a company's business proposition. If a company emphasizes the urgency with its customers to purchase a product, then that company can increase its sales by creating a higher demand in a given period of time for a special product or service. However, Walmart and Scholarship America have demonstrated how urgency depends on reputation. Executives at Walmart and Scholarship America have successfully built their sites to communicate to their customers how low prices and financial aid enrich society. Customers respond to websites that clearly convey messages that are valuable to the company. Ultimately, urgency is a solid strategy, causing customers to react and purchase high-quality products that quickly appear and disappear on their monitors as they browse the website..