Philosophy of Management

Volume 2, Issue 3, 2002

Knowing How to Manage

Doing Justice to Solidarity
How NGOs Should Communicate

Much NGO (Non-Governmental Organisation) fund-raising and publicity concern disasters, emergencies and the immediate relief of suffering. Donations and support may follow but they are prompted all too often by a superficially informed compassion or guilt with donors having little understanding of the results of their action. For all their impact, such campaigns can amount to demagogic sentimentalism leading to ‘compassion fatigue’ and lack of sustained support once media attention moves elsewhere. They thus undermine the unique mission of NGOs themselves. This paper urges a different and more strategic approach to communication by NGOs, one which takes account of their unique status and their mission to promote solidarity. It argues that as well as solving problems of underdevelopment, NGOs need to remain independent and to shape public opinion if they are to flourish. And for this they need stable funding from informed donors giving in a spirit of solidarity to support development carried out explicitly in the name of human solidarity. The paper sets out guidelines for NGOs to communicate in ways likely to gain the support of such donors. And it describes the la Florida project in Columbia as an example of how the beneficiary can - in the spirit of solidarity - be brought to the centre of NGO action and communication.