Dimensions of NGOs’ communication strategies to community stakeholders in the Philippines

Abstract

Effective communication is the lifeline of non-government organizations (NGOs), shaping their ability to mobilize communities and drive social change. Despite its critical role, a gap remains in understanding the strategic dimensions of their communication efforts that foster meaningful participation. This study addresses this gap by identifying the dimensions of communication strategies NGOs use to engage with communities in the Philippines. Through exploratory factor analysis (EFA), the research uncovers four primary dimensions: digital media presence, traditional channels, participatory communication, and events and public relations. These dimensions highlight NGOs' diverse strategies to connect with communities, from leveraging social media to maintaining traditional channels. The findings emphasize strengthening the participatory strategies of Philippine NGOs to foster collaboration and long-term impact. Practical implications suggest that NGOs should integrate digital platforms while maintaining culturally sensitive approaches that resonate with diverse communities, particularly in areas with limited internet access. Strengthening partnerships with local government units and adopting strategic, multi-channel communication frameworks can further optimize outreach and program effectiveness. By addressing critical gaps in communication strategies, this study offers significant insights for NGOs seeking to improve their engagement at the grassroots level.

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