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Organizational identification and member retention in nonprofit organizations: communication and accountability

Author

Listed:
  • María Alejandra Osorio Arias

    (Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas)

  • Zuray Melgarejo Molina

    (Universidad Nacional de Colombia)

  • Katrin Simon Elorz

    (Universidad Pública de Navarra)

Abstract

Introduction: Nonprofit Organizations (NPOs) face a complex relationship with their stakeholders. For their performance to be successful, it is crucial to implement strategies that link the social value of their mission to their management, enhancing their legitimacy without compromising operational efficiency. Objective: The purpose of this study is to identify the communication factors used by NPOs in their accountability processes that generate identification and retention of members in the Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas [Colombian Association of Micro, Small, and Medium Enterprises] (ACOPI) Bogotá – Cundinamarca from 2016 to 2020. Methodology: A qualitative approach was adopted, with descriptive and interpretive scope, based on interviews with members of the Board of Directors and staff of ACOPI. Results: The organization has developed an effective strategic communication approach that favors member retention, brand positioning, and the fulfillment of its mission, using both interactive and traditional communication channels. Members show strong emotional and behavioral attachment, which reinforces their identification with and commitment to the association. Conclusion: The analysis revealed that fulfilling the mission improves organizational performance and strengthens members’ trust. Introducción: Las Entidades Sin Ánimo de Lucro (ESAL) enfrentan una relación compleja con sus stakeholders. Para que su desempeño sea exitoso, es crucial implementar estrategias que vinculen el valor social de su misión a su gestión, potenciando su legitimidad sin afectar su eficiencia operativa. Objetivo: Este trabajo tiene como propósito identificar los factores de comunicación utilizados por las ESAL en su rendición de cuentas, que generan identificación y retención de los afiliados a la Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas (ACOPI) Bogotá – Cundinamarca en el periodo 2016-2020. Metodología: Se adoptó un enfoque cualitativo, de alcance descriptivo e interpretativo, basado en entrevistas a miembros de la Junta Directiva y funcionarios de ACOPI. Resultados: La organización ha desarrollado una comunicación estratégica efectiva que favorece la retención de afiliados, el posicionamiento de su marca y el cumplimiento de su misión, utilizando canales interactivos como tradicionales. Los miembros muestran un fuerte apego afectivo y conductual, lo que refuerza su identificación y permanencia en la agremiación. Conclusión: El análisis reveló que el cumplimiento de la misión mejora el desempeño organizacional y fortalece el vínculo de confianza con los afiliados. Introducción: Las Entidades Sin Ánimo de Lucro (ESAL) enfrentan una relación compleja con sus stakeholders. Para que su desempeño sea exitoso, es crucial implementar estrategias que vinculen el valor social de su misión a su gestión, potenciando su legitimidad sin afectar su eficiencia operativa. Objetivo: Este trabajo tiene como propósito identificar los factores de comunicación utilizados por las ESAL en su rendición de cuentas, que generan identificación y retención de los afiliados a la Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas (ACOPI) Bogotá – Cundinamarca en el periodo 2016-2020. Metodología: Se adoptó un enfoque cualitativo, de alcance descriptivo e interpretativo, basado en entrevistas a miembros de la Junta Directiva y funcionarios de ACOPI. Resultados: La organización ha desarrollado una comunicación estratégica efectiva que favorece la retención de afiliados, el posicionamiento de su marca y el cumplimiento de su misión, utilizando canales interactivos como tradicionales. Los miembros muestran un fuerte apego afectivo y conductual, lo que refuerza su identificación y permanencia en la agremiación. Conclusión: El análisis reveló que el cumplimiento de la misión mejora el desempeño organizacional y fortalece el vínculo de confianza con los afiliados.

Suggested Citation

  • María Alejandra Osorio Arias & Zuray Melgarejo Molina & Katrin Simon Elorz, 2025. "Organizational identification and member retention in nonprofit organizations: communication and accountability," Revista Tendencias, Universidad de Narino, vol. 26(01), pages 89-114, January.
    • Handle: RePEc:col:000520:021333
    DOI: 10.22267/rtend.252601.266
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • L30 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - General
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M40 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - General
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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