"Do good, maintain a low profile and others will provide." YEAH RIGHT

"Why would an NGO need a communications strategy? Everyone knows they are helping the needy!" That was what one of my friends said to me when I mentioned that I was interested in working for an NGO. Should he be crucified for this high level of ignorance? I guess if he said it to me, there are several who think just like him and difference is, I haven't met them to convince them otherwise.

While in the past, it was viewed as self-serving for non-profit organizations to allocate time and resources to promote understanding and support for their mission and objectives, it is commendable that things are changing. Needless to say, a communication plan is NOT meant for Corporates only...even NGOs need communication plans, which need not be an expensive proposition. Why?

Visibility amongst competition for funds: while sources of funds are getting restricted and diverse, more and more NGOs are seeking funds. Visibility is a critical factor that defines the availability of funds for the projects. there is need for media to reach out to the audience for funds. It is likely that funds disbursement from donors will be dependent on the visibility of the NGO apart from the issues about the nature of their projects and past activities. Ever wonder why so much attention is given to the Kenya Red Cross?

Winning issues: Lobbying has been a tool used by Corporates to influence policy matters. The same can be used by NGOs either independently or collectively in order to bring policy level changes that will strengthen their issues. Change in perception and recognition of the fact that a problem exists is also achieved by using effective and planned communication.

Building credibility: Reinforcing the good work done through the media gives credibility to the NGOs work not only in the eyes of the donors but also in the eyes of the beneficiaries. This raises reputation with the beneficiaries as an organization that understands issues and provides solutions for the issues. Beneficiaries will look at the NGO achievements for their cause leading to a stronger bonding with the not-for-profit organization. It also

Changing stereotypes: Use communication to change stereotype image of the beneficiaries which impacts on the larger society and the cause. You cannot get AIDS/HIV through touching. Help others.

NGO Activism or Brand Destroyers?

When marketing gurus Philip Kotler and Gerald Zaltman realized that the same marketing principles used for products could be used for selling ideas, social marketing was born. The main obective here is to influence social behaviour not for the benefit of the marketer, read NGO, but for the benefit of the larger audience and general society.

Role of Social Marketers and Activists
As social change agents, activists try to nurture public consensus and act as an 'open system' which informs the public while at the same time learning from dialogue with stakeholders. It is therefore important to be seen as responsible citizens in order to win respect, acceptance and legitimacy from the majority of ordinary citizens who must be won over for movements to succeed. Social conditions and public policies that violate morally acceptable values are basically the main agenda when it comes to activism. The results being governmental policies being put in place to ensure such issues are accepted in political and judicial structures. However, some of these actions may not augur well with big corporations...

Stepping on large toes?
Corporations such as Nestle have had their share of "Corporate Crimes" highlighted by NGOs such as Oxfam and Greenpeace. The latest being the issue of palm oil being used in its products which is killing off orang-utans, all this after the issue with the Zimbabwe farm which claimed that Nestle Zimbabwe sourced 15 percent of its milk from a farm owned by the president’s wife, Grace Mugabe. All these crises as a result of close monitoring of activities of corporations by NGOs and Nestle has had quiet a rough time trying to manage their reputation and resorting to social media which hasn't worked much for them.

This video by greenpeace is the campaign against the destruction of the orang-utans' forest. Would you buy a Kit-Kat after watching it?

I thought not for most people...that's how powerful activists can be. Clearly, activism plays a big role in determining how organizations work. Pity that sometimes the environment will be destroyed in order to get people to travel as is the issue with the alarming rate of carbon prints.

References
Green peace UK, http://www.greenpeace.org.uk
http://www.techeye.net/internet/nestle-fails-at-social-media