Communication Strategies Benefits to NGOs Sustainability: A Case of Malaysian Elderly Care Centres

Abstract

Malaysia is experiencing a significant surge in the population of the elderly, leading to a higher demand for elderly care centres run by NGOs. As a result, effective communication is essential for NGOs, particularly the elderly care sector as both aspects are connected to public affairs and resource management. To sustain their organisations, they depend heavily on the way they communicate their vision, mission which at the same time being transparent with the wider stakeholders. This study explores how communication strategies lead to sustainability of elderly care centres of Malaysia. In order to achieve a better and more in-depth understanding, a qualitative research strategy and semi-structured interview technique were adopted to collect the data. The sample comprised ten (10) elderly care centres of NGOs in Kuala Lumpur and Selangor, Malaysia. The findings revealed that NGOs have integrated effective communication strategies into their organisations, which have a higher impact on their sustainability. Based on the findings, a recommendation plan has been proposed. This study presents a proposed layout that incorporates effective communication strategies in elderly care centres of Malaysian NGOs. Thus, identifying the communication strategies which relevant to Malaysia will add to the existing body of knowledge and this study will benefit the board of NGOs as well as assist policymakers in formulating strategic communication within NGOs.