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Strategisk kommunikation i ideella organisationer: en fallstudie av Rädda Barnens modell med frivilligarbetande kommunikatörer
University of Borås, Swedish School of Library and Information Science.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Strategic communication in non-profit organizations : a case study of Save the Children’s model with volunteer communicators (English)
Abstract [en]

This thesis explores strategic communication management within the non-profit sector. Communication models need to be adapted to the specific sector as different sectors require different approaches of strategic communication management. In the spring of 2013, the non-profit organization Save the Children Sweden initiated a communication model based on volunteer communicators. The following study explores how non-profit organizations can manage communications with a focus on volunteers as a communication resource. The applied research questions concern how volunteers may be integrated into communication activities, the opportunities and challenges connected to involving volunteer communicators and how this may affect the role of the organization's employed communicators. The method applied is a case study of Save the Children Sweden. Semi-structured interviews have been conducted with both employed and volunteer communicators. The theoretical framework focuses on organizations’ internal and external communications. Results indicate that integration of volunteer communicators can improve outreach at the local level and thereby increase the visibility of the organization’s activities across the country. The model furthermore creates possibilities for increased volunteer participation as well as making use of volunteers’ skills and experiences. The most significant challenge attributed to this model is the length of time it takes for communication processes to be completed, due to activities being based on volunteers. A further challenge is to motivate volunteers to continued engagement. In conclusion, the communication model of Save the Children Sweden indicates that volunteers are an important communication resource in non-profit organizations’ local advocacy work.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2014.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2013:10
Keywords [en]
strategisk kommunikation, ideell organisation, intern kommunikation, extern kommunikation
Keywords [sv]
Rädda Barnen, frivillig, kommunikatör
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17556Local ID: 2320/13415OAI: oai:DiVA.org:hb-17556DiVA, id: diva2:1309465
Note
Program: Magisterutbildning i strategisk information och kommunikationAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf