Proceedings of the 10th International Conference on New Findings in Humanities and Social Sciences, 2024
Year: 2024
DOI:
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Exploring The Factors Influencing Communication Outcomes Of Non-Profit Organisations
Sabryna Joanne Tsinga Mambadja, Hilda Bongazana Dondolo, David Pieter Conradie
ABSTRACT:
Corporate social responsibility (CSR) has become increasingly important for organisations in recent years. Even though corporate social responsibility is becoming more and more significant, most research investigated it from the viewpoint of profit driven businesses. It is unclear why nonprofit organisations (NPOs) participate in CSR projects. Particularly because nonprofit organisations were founded to further the social welfare of communities. They aim to support, empower and encourage social change both within their communities and beyond. Most research on this topic has been conducted from a Eurocentric perspective. In the few studies conducted in sub-Saharan Africa, there appears to be a lack of those who have paid attention to the factors that contribute to a comprehensive understanding of non-profit organisations’ CSR communication. This study examines factors that influence NPOs CSR communication outcomes. A survey questionnaire was used to collect data from a conveniently recruited sample of members of South African nonprofit organisations. The sample included 245 employees selected from nonprofit organisations in the Gauteng province of South Africa. The factors that may influence nonprofit organisations’ communication outcomes were identified using principal components analysis. Subsequently, structural equation modelling enabled the analysis of the proposed relationships. The results of the structural equation modelling show that the communication message, internal staff outcomes, and support for community-related activities influence nonprofit organisation communication outcomes. The results can be used to implement strategies to improve the communication results of nonprofit organisations.
keywords: Corporate social responsibility, corporate social responsibility communication; communication message; nonprofit organisations; support for community-related activities