Developing the effectiveness of the interorganizational communication of a limited-resourced NGO

Abstract

In this thesis the current interorganizational communication of an NGO, the UN Association of Finland (UNA), is analyzed and evaluated, and recommendations for the future are made. Currently the UNA has 67 member organizations. It communi-cates with these organizations primarily through e-mail. The UNA has faced prob-lems with e-mail, such as uncertainty about whether the messages reach the entire tar-get audience effectively. The limited resources (time, budget, and staff) prevent the UNA from researching the issue itself, hence it commissioned this research.

This thesis is based on applicable theories and two-phased empirical research. The preferences and opinions of the recipients of the UNA’s messages have been researched through surveys. The main research method is a quantitative questionnaire, but qualitative in-depth interviews were conducted as well.

The key finding is that the existing channel is recommendable, but more targeted messaging is desired. To achieve this, the UNA is advised to utilize a software solution that would also diminish other problems that e-mail possess. The findings benefit both the UNA and the member organizations. Furthermore, this research can be utilized by external parties, such as other organizations struggling with the same issues worldwide.