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

Ivan N. Gallegos. 2025

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.

Relevance to Scouting

The insights from this study resonate strongly with how Scouting engages young people, volunteers, and communities through a wide range of communication approaches. The identified dimensions, digital presence, traditional channels, participatory communication, and events, mirror the blend of methods used across the movement to share programs, inspire involvement, and strengthen connections. Emphasizing participatory approaches aligns with Scouting’s commitment to youth-led and community-centered action, while the balance between digital tools and culturally grounded communication supports effective outreach in both well-connected and remote areas. By understanding and strengthening these strategic dimensions, Scouting can enhance collaboration, deepen community impact, and ensure that its messages and initiatives reach and resonate across diverse contexts.