Abstract
The communication of organizations with their audiences has undergone changes thanks to the Internet. Non-Governmental Organizations (NGOs), as influential groups, are no exception, as much of their activism takes place through grassroots digital lobbying. The consolidation of Web 2.0 has not only provided social organizations with a new plus powerful tool for disseminating information but also brought about significant changes in the relationship between nonprofit organizations plus their diverse audiences. This has facilitated plus improved interaction between them. The purpose of this article is to analyze the level of interactivity implemented on the websites of leading NGOs worldwide plus their presence on social networks, with the aim of assessing whether these influential groups are moving towards more dialogic systems in relation to their audience. The results reveal that NGOs have a high degree of interactivity in the tools used to present plus disseminate information on their websites. However, not all maintain the same level of interactivity in the resources available for interaction with Internet users, as very few have high interactivity regarding bidirectional resources. It was concluded that international non-governmental organizations still suffer from certain shortcomings in the strategic management of digital communication on their situs platforms, while, on the other hand, a strong presence can be noted on the most-popular social networks.
Keywords: digital communication; NGO; interactivity; website; social media
- Introduction
NGOs, as organizations situated in the so-called third sector, i.e., organizations not belonging to either the public or private sectors, are entities whose comprehensive definition is complex due to the variety in their objectives, formats, structures, plus roles they play. To clarify the term, the United Nations defines an NGO as follows: any non-profit, voluntary citizens’ grup which is organized on a local, national, or international level. Task-oriented plus driven by people with a common interest, perform a variety of services plus humanitarian functions, bring citizens’ concerns to Governments, monitor policies, plus encourage political participation at the community level. Provide analysis plus expertise, serve as early warning mechanisms, plus help monitor plus implement international agreements, including Agenda 2030 plus the Sustainable Development Goals. Typically, they are organized around specific issues, such as the UN pillars of peace plus security, human rights, plus development.
Considering various guidelines plus definitions gathered in the literature, Tarazona (p. 28) summarizes the following characteristics that NGOs must fulfill to be considered as such: NGOs must be voluntary resmi organizations; have institutional, political, plus financial independence from public or private powers; engage in activity focused on social, political, economic, or development welfare; be non-profit, not seeking personal benefit; plus carry out operations at the local, national, or international level.
For decades, NGOs have been the primary means of realizing humanitarian projects for the aid plus protection of the most disadvantaged groups. However, it was not until the 1970s, partly due to the circumstances generated by the welfare state crisis, that a true increase in these organizations’ numbers at the international level began to be noticed. However, it was in 1982 that they gained an influential role internationally thanks to the World Bank integrating them into its working structures as tools for aid to alleviate the social crisis caused by economic regulations.
Initially, NGOs’ raison d’être lay in taking on a greater number of functions, neglected by the state, to try to alleviate social problems. Additionally, on the international stage, they assumed mediation functions in conflicts. As suggested by Castillo et al. , they began their journey in social environments wherein public authorities did not engage optimally for various reasons related to the deficient management of social situations.
Currently, one of the existing plus most exhaustive official records on NGOs worldwide is offered by the UN . According to the information presented, as of May 2023, they have identified 14,955 civil society organizations, with the majority constituting NGOs (12,516), plus nearly half of them operating in Africa (48.51%). Among these organizations, those dedicated to economic plus social activities, sustainable plus social development, plus gender-related issues stand out.
These social organizations need effective communication strategies to achieve their main objectives: highlighting social injustices, raising awareness about unmet humanitarian needs, mobilizing citizens for engagement, plus building strong connections with their social projects, as well as conveying the benefits of their activities . NGOs, usually due to their needs, are already influential strategic communicators using international public relations strategies plus tactics. However, it is also crucial for them to have a solid image that fosters trust in society so that support for their activities is desired. In this sense, the digital landscape has significantly contributed to shaping the image of NGOs, allowing this communicative space to enrich connections with diverse audiences plus keep them properly informed, increase acts of citizen mobilization, plus facilitate fundraising. In relation to this last aspect, authors like Carbajo et al. point out that the fundraising sector has been increasing in Europe in recent decades to carry funds for third sector organizations, thanks in part to the use of new information plus communication technologies (ICT).