Communication Conflicts In NGO: A Theoretical Approach

Juan Luis Martinez ()
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Juan Luis Martinez: Instituto de Empresa

Working Papers Economia from Instituto de Empresa, Area of Economic Environment

Abstract: Solidarity is the firm and unshakeable conviction of the need to make an effort for the common good. It arises out of the conviction that all men are equal and although it is clearly the case that an emotional appeal has to exist for supportive action to be brought about, it is not alone enough to turn sporadic aid into a stable line of conduct. We believe that it is necessary for there to be an effective evolution of the communication practices of NGOs, especially in the case of advertising, so as to base it on more rational and positive arguments that highlight the way the organization stands out, the effectiveness of its methods of action and the transparency of its management.

Keywords: Communication of Solidarity; Donor´s Behaviour; Non Profit Organisations; Non-Governmental Organisations; Social causes advertising; Persuasive communication (search for similar items in EconPapers)
Pages: 18 pages
Date: 2002-04
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