Abstract

MAMBADJA, Sabryna Joanne Tsinga; DONDOLO, Hilda Bongazana  and  CONRADIE, David Pieter. Exploring non-profit organisations' communication channels and message content. Communitas (Bloemfontein. Online) [online]. 2023, vol.28, pp.71-85. ISSN 2415-0525.  http://dx.doi.org/1038140/com.v28i.7582.

Currently, organisations must decide which communication channel to use due to changes in the media landscape. Communication occurs through various channels, such as television, radio, print, email, phone, social media, and messaging apps. Each channel has its own set of rules, conventions, and nuances, which influence how messages are interpreted and received. This study investigated ways in which non-profit organisations (NPOs) in South Africa communicate their corporate social responsibility efforts. A survey questionnaire was distributed to 245 employees of NPOs in South Africa's Gauteng province, and the data was analysed using SPSS software. The findings identified meetings as one of the most frequently employed approaches for internal communication. The study also found that NPOs preferred older or more established means of communication over newer media. More specifically, non-electronic media such as meetings and word-of-mouth were used more than electronic media such as emails or SMS messaging, whereas social media was used even less frequently. This study adds to the existing literature on corporate social responsibility communication by highlighting the types of messages and diverse communication channels used by South African NPOs.

Keywords : corporate social responsibility; non-profit organisations; communication channels; message content; new media; traditional media; uses and gratifications theory.

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