Developing Stakeholder Communication in a Non-Profit Organization
Jääskeläinen, Heidi (2015)
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505229677
https://urn.fi/URN:NBN:fi:amk-201505229677
Tiivistelmä
This master’s thesis examines communication and marketing in a Finnish non-profit organization. The aim is to evaluate the quality and the effectiveness of communication from the membership’s and other external stakeholders’ viewpoints. The thesis provides knowledge of the stakeholders’ opinions and needs, as well as concrete ideas how communication and marketing could be developed.
The literature review introduces the key concepts related to communication, marketing, stakeholder relationships, and image building. Also communication and marketing in practice, as well as special features concerning communication and marketing in non-profit organizations are described.
The research method was mixed methods including both quantitative and qualitative approach. The empirical part included three parts: a survey for individual members, a survey for other important external stakeholders, and two focus group interviews for member organizations. The surveys were conducted between November 2013 and February 2014. The focus group interviews were arranged in February 2014.
The main findings of the research show that the organization has succeeded well in its stakeholder communication. Communication is perceived reliable and professional, and quite fresh, humane and fast. The research indicates that the stakeholder magazine, the websites and the newsletter contain useful and interesting information.
Based on the research results, several development ideas have been planned. The development areas relate to the visual appearance of the magazine, the newsletter and the websites; the structure of the websites; and the use of social media channels. Also targeting of marketing activities need to be developed.
The literature review introduces the key concepts related to communication, marketing, stakeholder relationships, and image building. Also communication and marketing in practice, as well as special features concerning communication and marketing in non-profit organizations are described.
The research method was mixed methods including both quantitative and qualitative approach. The empirical part included three parts: a survey for individual members, a survey for other important external stakeholders, and two focus group interviews for member organizations. The surveys were conducted between November 2013 and February 2014. The focus group interviews were arranged in February 2014.
The main findings of the research show that the organization has succeeded well in its stakeholder communication. Communication is perceived reliable and professional, and quite fresh, humane and fast. The research indicates that the stakeholder magazine, the websites and the newsletter contain useful and interesting information.
Based on the research results, several development ideas have been planned. The development areas relate to the visual appearance of the magazine, the newsletter and the websites; the structure of the websites; and the use of social media channels. Also targeting of marketing activities need to be developed.