An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi
MASTER OF ARTS in Communication
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| Format: | Thesis |
| Language: | English |
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Daystar University, School of Communication
2024
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| Online Access: | https://repository.daystar.ac.ke/handle/123456789/4649 |
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| author | Makokha, Jemimah Catherine |
| author_facet | Makokha, Jemimah Catherine |
| author_sort | Makokha, Jemimah Catherine |
| collection | DSpace |
| description | MASTER OF ARTS
in Communication |
| format | Thesis |
| id | oai:repository.daystar.ac.ke:123456789-4649 |
| institution | Daystar University |
| language | English |
| publishDate | 2024 |
| publisher | Daystar University, School of Communication |
| record_format | dspace |
| spelling | oai:repository.daystar.ac.ke:123456789-46492024-05-20T06:45:55Z An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi Makokha, Jemimah Catherine Documentaries Fundraising Tools for Non-Governmental Organizations (NGOs) Informal Settlements Nairobi MASTER OF ARTS in Communication Documentaries are increasingly being recognized as useful agents of NGOs financing. Scholars have found out that many NGOs and advocacy groups make use of documentary film in their communication strategies, but there is still little scholarly research on the impact and implications of its usage. Not much has been researched to ascertain the effectiveness of documentaries in raising resources for NGOs. This study therefore sought to evaluate the use of documentaries as fundraising tools for NGOs in Informal settlements. This study had four objectives that the researcher employed in evaluating the use of documentaries as fundraising tools for NGOs in Informal Settlements in Nairobi, Kenya. The research objectives that guided the study were i) to find out why NGOs in informal settlements in Kenya use documentaries for fundraising, ii) to assess the effectiveness of documentaries for raising funds by NGOs in informal settlements in Kenya, iii) to find out the type of framing appeals employed in the documentaries used by NGOs in informal settlements in Kenya for raising funds, and iv) to investigate the challenges faced by NGOs in informal settlements in Kenya in the use of documentaries for sourcing funds. This study was guided by the Elaboration Likelihood Model (ELM) that was employed to inform the basis of this study. The researcher used a multi-method research design since the study intended to explore why NGOs, specifically the ones that are concerned with poverty alleviation in informal settlements, are using documentaries, and to what extent are the documentaries effective in soliciting funding for these NGOs. The study focused on all NGOs in Kibera that have documentaries on their websites and social media platforms and are specifically concerned with poverty alleviation in informal settlements. Kibera slum was selected in this case to represent other slums in Nairobi. A sample size of 6 NGOs was utilized. For this study, a non-probability sampling technique was employed and particularly, the purposive sampling method. The study also combined the use of content analysis and in-depth interviews for collecting data for the study. Thematic analysis was considered as it fitted well within the study’s research design. The findings of this research indicated that NGOs in informal settlement use documentaries to create awareness, create impact, and inform social change through engaging donors and well-wishers to aid them in spearheading their developmental agenda. The research concluded that documentary impact may not be witnessed if the documentaries being showcased on NGOs website and social media platforms do not demonstrate high-quality persuasive tactics as highlighted through the use of ELM framework. The study recommended that NGOs concerned with poverty alleviation in society need to carry out an audience analysis first before engaging in their developmental efforts of bringing sustainable transformation in the society. This would enable them to identify the best and most effective communication strategy to use to aid in fundraising for their projects. It was also recommended that future research studies could use focus group discissions to establish other dynamics of persuasion among both individual and corporate donors of an NGO. Daystar University 2024-05-20T06:43:51Z 2024-05-20T06:43:51Z 2023-10 Thesis Makokha, J. C., (2023). An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi. Daystar University, School of Communication. Thesis https://repository.daystar.ac.ke/handle/123456789/4649 en application/pdf Daystar University, School of Communication |
| spellingShingle | Documentaries Fundraising Tools for Non-Governmental Organizations (NGOs) Informal Settlements Nairobi Makokha, Jemimah Catherine An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title | An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title_full | An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title_fullStr | An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title_full_unstemmed | An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title_short | An Exploration of the Use of Documentaries as Fundraising Tools for Non-Governmental Organizations (NGOs) In Informal Settlements in Nairobi |
| title_sort | exploration of the use of documentaries as fundraising tools for non-governmental organizations (ngos) in informal settlements in nairobi |
| topic | Documentaries Fundraising Tools for Non-Governmental Organizations (NGOs) Informal Settlements Nairobi |
| url | https://repository.daystar.ac.ke/handle/123456789/4649 |
| work_keys_str_mv | AT makokhajemimahcatherine anexplorationoftheuseofdocumentariesasfundraisingtoolsfornongovernmentalorganizationsngosininformalsettlementsinnairobi AT makokhajemimahcatherine explorationoftheuseofdocumentariesasfundraisingtoolsfornongovernmentalorganizationsngosininformalsettlementsinnairobi |
Non-governmental organizations and development /