COMMUNICATION STRATEGIES FOR THE PROMOTION OF NON-GOVERNMENTAL ORGANIZATIONS ACTIVITIES IN NIGERIA (A STUDY OF FOUR NGOs)

Abstract

This paper examines the importance of communication strategies to non-governmental organizations. Since, non-profit organizations are not profit oriented they have to find other means not just to get funds, supporters, but also to create awareness and credibility about what they do. And this where these communication strategies come into play. This paper examines these communication strategies, how they are utilized and how they influence the organizations performance and which of these strategies are the most effective to the organizations. This study was purely a qualitative research work, that made use of focus group discussion and in-depth interview with the staffs from four (4) selected non-governmental organizations in Nigeria. The findings from this work can be implemented in other non-profit organizations.