A communication framework for community-based organisations to facilitate mutually beneficial long-term relationships with supporting stakeholders

Abstract

Community-based organisations (CBOs) often rely on supporting stakeholders (providing financial support, resources, and collaboration) for survival. Therefore, CBOs must build and maintain mutually beneficial, positive, long-term relationships with these stakeholders to ensure organisational sustainability. However, CBOs often experience challenges in this regard, leading us to ask the question: How can a small CBO with limited time and resources communicate with its supporting stakeholders to facilitate mutually beneficial, long-term, positive relationships towards organisational sustainability? The two-way symmetrical model, stakeholder relationship management theory, and stewardship theory provide relevant constructs to inform communication between CBOs and their supporting stakeholders to facilitate such relationships. However, the unique context of CBOs often puts them in a position where extensive relationship-building following the normative theory is impossible, necessitating adaptation of the theory. To adapt the normative theory, we conducted semi-structured interviews with two management members and seven supporting stakeholders of one South African CBO to determine their perceptions, needs, expectations, and realities in terms of communication. We integrated the empirical findings with the theoretical constructs to conceptualise a communication framework for CBOs to facilitate long-term relationships with supporting stakeholders. This framework should enable CBOs to tailor their communication with stakeholders to build sound relationships based on their unique contexts.