AN ASSESSMENT OF COMMUNICATION STRATEGIES IN INCLUSION OF FORMER BENEFICIARIES IN RESOURCE MOBILISATION: THE CASE OF CHILDREN OF GOD INSTITUTE -NYUMBANI

ABSTRACT
This study sought an assessment of communication strategies in inclusion of former beneficiaries in resource mobilisation at Children of God Relief Institute - Nyumbani. The specific objectives of the study were: to interrogate the communication strategies used to enhance former beneficiaries’ participation in resource mobilisation campaigns at Children of God Institute; to investigate factors that inform the participation of former beneficiaries in resource mobilisation campaigns in an organisation at Children of God Institute; to establish the contribution of former beneficiaries in resource mobilisation at Children of God Institute; to establish challenges encountered by former beneficiaries’ participation in resource mobilisation at Children of God Institute. The study adopted the participatory communication theory by Habermas and Power/ Interest Grid (Matrix) theory by Sharma for stakeholders to understand the influence of stakeholders in search of more resources in non-governmental organisations. The study used a mixed methods research approach. Questionnaires were used to collect quantitative data from 227 participants out of 757 of the beneficiaries. The key informant interview guide were used to collect qualitative data from 10 key informants from Children of God Relief Institute – Nyumbani. Systematic random sampling was used to sample respondents from the target population, consisting a list of 757 beneficiaries, while purposive sampling technique was used to identify 10 Nyumbani Homes Staffs for interviews. Quantitative data was analysed through descriptive and inferential statistics which was generated through Statistical Package for the Social Sciences and presented in tables, charts, and graphs while qualitative data, content analysis was used findings were presented in prose form. The study concludes that former beneficiaries are key stakeholders of the Children of God Institute and should be considered in all aspects of resource mobilisation. Their lifelong testimonies are key to influence local donations and consequently international donors. The study recommends that Nyumbani management should embrace bottom up process of communication because sticking on top-down limits them on feedback. Sticking on top-bottom demotivates the urge to freely participate in the process of mobilising resources.