Identificação, lealdade dos membros em organizacôes sem fins lucrativos: comunicação e prestação de contas
DOI:
https://doi.org/10.22267/rtend.252601.266Palavras-chave:
comunicação, empresa sem fins lucrativos, parte interessada, prestação de contas, responsabilidade socialResumo
Introdução: As entidades sem fins lucrativos (OSFLs) enfrentam um relacionamento complexo com suas partes interessadas. Para que seu desempenho seja bem-sucedido, é fundamental implementar estratégias que vinculem o valor social de sua missão à sua gestão, aumentando sua legitimidade sem afetar sua eficiência operacional. Objetivo: O objetivo deste estudo é identificar os fatores de comunicação utilizados pelas ESALs em sua prestação de contas, que geram identificação e retenção de membros da Associação Colombiana de Micro, Pequenas e Médias Empresas (ACOPI) Bogotá - Cundinamarca no período 2016-2020. Metodologia: Foi adotada uma abordagem qualitativa, com um escopo descritivo e interpretativo, com base em entrevistas com membros do Conselho de Administração e funcionários da ACOPI. Resultados: A organização desenvolveu uma comunicação estratégica eficaz que favorece a retenção de membros, o posicionamento da marca e o cumprimento de sua missão, usando canais interativos e tradicionais. Os membros demonstram um forte vínculo afetivo e comportamental, o que reforça sua identificação e permanência na associação. Conclusão: A análise revelou que o cumprimento da missão melhora o desempenho organizacional e fortalece o vínculo de confiança com os membros.
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