AN ASSESSMENT OF FORMER BENEFICIARIES’ COMMUNICATION STRATEGIES IN RESOURCE MOBILIZATION AT CHILDREN OF GOD INSTITUTE-NYUMBANI
Abstract
This study sought to assess the former beneficiaries’ communication strategies in resource mobilization at Children of God Institute-Nyumbani. The specific objective was to interrogate the communication strategies used to enhance former beneficiaries’ participation in resource mobilization campaigns at Children of God Institute-Nyumbani. The study adopted the participatory communication theory and Power/Interest Grid (Matrix) theory for stakeholders to understand the influence of stakeholders in search of more resources in non-governmental organizations. The study used a mixed methods research design which integrated both quantitative and qualitative approaches. Questionnaires were used to collect quantitative data from 227 participants sampled using systematic random sampling from a target population of 757 beneficiaries while the key informant interview guide was used to collect qualitative data from 10 key informants drawn from the management of Children of God Relief Institute-Nyumbani. The study established that most of the beneficiaries would be willing to participate in resource mobilization but there were no proper structures for engagement. The former beneficiaries of Children of God Relief Institute-Nyumbani believes that they are key stakeholders in resource mobilization efforts. Their lifelong testimonies are key in influencing local and international donors to partner with the institute. However, the management of Children of God Institute is not guided by the best principles of communication strategies which are key to successful resource mobilization efforts. The strategies being used were found to be unreliable resulting to use of gossip as an alternative means of obtaining information. The study recommended that the Children of God Institute management should engage skillful personnel to coordinate and mobilize former beneficiaries to effectively participate in resource mobilization activities. The management should also consider giving prompt feedback and strengthening the relations with former beneficiaries.
Keywords
Fundraising; Fundraising Strategies; Fundraising Campaigns; Financial Aid; Financial Aid in Private Sector
Citation
