Assessment of Strategic Communication towards Resource Mobilization at National Ngos, In Case of Charity Organizations in Three Regions.
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Date
2019-10
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AAU
Abstract
The main Purpose and contribution of this thesis is related to a multi‐level framework of the resource mobilization process of community ventures that integrates insights from the resource dependence theory, legitimacy, social embedded-ness, and entrepreneurial orientation approaches. These approaches enabled me to explore how mechanisms and actors are likely to work at different levels and times throughout the process of mobilizing resources. The results from this thesis will hopefully assist practitioners and policy makers in stimulating more community ventures within local communities.
In order to undertake this research the study followed mixed research method to obtain the required data and information to finalize the study with an acceptable set of results in the areas of strategic communication and resource mobilization.
The study could also vividly identified the findings within the three NGOs as to be the existing competition among NGOs in the same sector, the political influence and interference was also considered to be hindering challenges, the inadequate awareness on available opportunity; this study also outlined the concrete opportunities within the three NGOs, included in the list of opportunity : experience of the NGO towards RM, availability of the CCC, the condition of stable working team, the networking and referral system, Partnership and collaboration and the amended charity law was the opportunity findings. With regards to the relationship existing between strategic communication and resource mobilization, the study defined the amicable relation with the government structure and the use of strategic communication approach, the inadequacy of strategic and operational plan and the capacity building and advocacy as strategy was the identified findings from the research. The study also established findings like the referral service to CCC and the minimal communication and branding to respond on the importance of strategic communication towards resource mobilization of the three NGOs in referral linkage.This study after critical review and analysis of the study process made the following recommendation. First, creating and strengthening different awareness on opportunity. Second, the promotion of organizational branding. Third, continuous capacity building of CC. Fourth, Improving the reporting and documentation process of the three NGO’s activities. Fifth, communicating results was part of the recommendation made from the study.
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Charity Organizations