Abstract
ABSTRACTNongovernmental organizations (NGOs) have moved from small-scale community relief and services to complex advocacy missions at the international level. NGOs that operate in advocacy and social movement are addressed as fourth generation NGOs. Drawing on the literature of communication strategies in the nonprofit sector, the author investigates how fourth generation NGOs formulate and execute their communication strategies to achieve organizational goals. The author reports an in-depth case study of a single NGO. The results identify recurring themes in constructing and negotiating communication strategies in NGO campaigns for social support and resource mobilization. Organizational structures, public perceptions, and strategic approaches are examined to provide theoretical and practical implications related to understanding NGOs’ strategic communications choices.
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