The Role of Corporate Communication in Local Fundraising in AMREF Health Africa Kenya
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Date
2017-10
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School of Communication, Daystar University
Abstract
The purpose of this study was to investigate the role of corporate communication in local fundraising focusing on Amref Health Africa in Kenya. The study aimed at establishing the role of Amref Health Africa’s corporate communication function in creating and sustaining fundraising need awareness in Kenya, its role in local donor identification and donor relationship management strategies. The study also aimed at identifying successes or challenges experienced in past fundraising strategies employed by Amref Health Africa in Kenya. The study was based on a census involving all staff in the Nairobi head office and the 33 project offices across Kenya. An online survey was conducted and a total of 80 copies of an online questionnaire out of 265 were returned. Responses were analaysed using the Statistical Package for Social Sciences (SPSS) version 20 data analysis tool. In-depth interviews with the staff in the Communication, Fundraising and Business development departments were conducted to shed more light on pertinent issues that arose from the online survey. Findings showed that the Corporate Communication function in Amref Health Africa had a role to play in creating and sustaining the organisation’s fundraising needs awareness by communicating the identified key messages. Similarly, findings indicated that the corporate communication function should be involved in the execution of the local fundraising strategy through donor identification, segmenting, communicating persuasive messages and building long term mutually beneficial relationships. The study recommended strategic use of corporate communication Amref Health Africa’s in the organization’s local fundraising strategy specifically in donor identification, donor segmentation and relationships building through symmetrical communication programs as advocated by the excellence theory.
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Thesis
Keywords
Corporate Communication, Local Fundraising, AMREF Health Africa Kenya, Donor relationship management strategies
Citation
Macharia, Grace W. (2017). The Role of Corporate Communication in Local Fundraising in AMREF Health Africa Kenya. School of Communication, Daystar University: Thesis