Communication

Cross organizational communication is crucial for success. However, communication can pose even greater challenges for organization in the international setting. Effective communication in an international setting requires creating a plan to maintain brand integrity. The plan should address (1) what the NGO will and will not offer to partners, (2) which types of partners they will consider, (3) how they will communicate with their clients, and (4) how the scope of work with partners will unfold. In the event a partnership is not the right fit, mentor NGOs should also have exit plans in place. I was able to write on this topic for the course Nongovernmental Organization Management in International Settings while simultaneously working on a project for Alliance for Children Everywhere (ACE).

The Need

Communicating clearly with potential clients about what we do and whom we serve helped our non-profit establish and maintain its brand integrity. This topic began as a consideration of mine early in 2020 when I was asked to be on the ACE’s Board of Directors subcommittee for ACE Transition Partners. As ACE began a journey of taking on clients for consulting as these organizations worked to transition from institutionalized care to family-based care of orphaned and vulnerable children, the board and executive staff needed to understand how ACE could retain its own identity while assisting other NGOs.

The Path

Early on, we realized that upfront communication with potential clients would be the necessary path forward if we were to understand their needs while retaining who we are. Understanding client needs meant spending time with the clients to learn their organizational goals, structure, and long term plans. Ensuring these international organizations were aware of exactly what we would and would not offer them needed to be part of the early conversations with our team leader. We alone would be at fault if a potential partner asked us to do something that we knew wasn’t best for orphaned and vulnerable children. Should a partner ACE takes on not uphold their end of the agreement, a well written memorandum of understanding should be in place that outlines each partner's rights as an exit from the partnership unfolds.

The Result

It is completely possible for effective communication between partner NGOs to lead to maintaining brand integrity. NGOs need to take the time to understand who their clients are as a whole organization before entering into any type of formal agreement to ensure compatibility between brand integrity and the scope of work being undertaken. The mentor NGO should also have clear guidelines for who they will consider as a client. Exit strategies for the mentor NGOs that will allow a graceful dissolution of the relationship are important. It is possible for NGOs to partner together in a mentoring relationship while not only maintaining brand integrity but strengthening it. With due diligence up front, these relationships can be beneficial to the NGOs involved directly as well as their stakeholders indirectly.