Enhancing Internal Communication and Youth Engagement: A Case Study of Finnish Red Cross Kajaani

Abstract

This study examines the issues of internal communication and youth engagement in the Finnish Red Cross Kajaani. The main goal is to improve the channels of communication and increase youth volunteerism by determining barriers and opportunities within the organization’s six branches. The study addresses inter-nal and external communication practices, especially communication through digital facilities (WhatsApp and Facebook). A mixed-methods approach was used to get the broad perspective. The research collected primary data in the form of semi-structured interviews with board members and surveys. This research explores the internal and external communication problems faced in Finnish Red Cross Kajaani regarding improving the youth engagement. Statistics showed major barriers in communication channels and the strategies of engagement. The findings point to the need for a centralised digital platform, organised com-munication principles, and specific social media campaigns to enhance the interaction with the volunteers, especially youth groups. The study offers practical recommendations that can be rapidly employed by the Red Cross to improve communication and promote higher participation of the youth in their activities. First, channel preference has little impact on satisfaction; second, it identifies a strong association be-tween communication tools, leadership involvement, and volunteer retention. The outcomes lead to real-istic changes in communication and engagement to improve volunteer experience and organizational ef-fectiveness.