Marketing Strategies and Financial Sustainability of Local Non-Governmental Organizations in Rwanda
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Date
2013-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, Degree of Master of Business Administration
Abstract
Financial sustainability is problematic in local non-governmental organizations
in Rwanda. While their number continues to increase/ many others frequently close
down their development work due to lack of funding as a result of decreasing donor
presence. It is within this framework that this study was carried out to establish the
extent to which marketing strategies affects financial sustainability in selected local
non-governmental organizations in Rwanda. Specifically/ the study wanted to
determine the level of marketing strategies applicability/ the level of financial
sustainability the correlation between marketing strategies and financial
sustainability the difference in the level of marketing strategies by Gender and level
of financial sustainability by education level of responsible in selected LNGOs in
Rwanda.
The study employed a descriptive correlation design and data was collected
from 166 respondents using a self administered questionnaire as the key data
collection instrument. Data was analyzed using descriptive statistics and Pearson
Linear Correlation Coefficient at bi-variate level.
The study revealed that there was a low level of marketing strategies and
there was also a low level of financial sustainability in selected LNGOs in Rwanda.
There was a significant and positive relationship between the level of marketing
strategies and the level of financial sustainability indicating that the low level of
marketing strategies is significantly responsible of the existence of low level of
financial sustainability in selected LNGOs in Rwanda.
From the above findings/ this study concludes that an improvement in
marketing strategies in LNGOs will significantly boost their level of financial
sustainability.
The study therefore recommends that different marketing strategies should
be enhanced by managers of the respective LNGOs such that they can help to
sustain themselves financially.
Description
A Thesis Presented to the College of Higher Degrees and Research Kampala International University Kampala, Uganda in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration
Keywords
Marketing Strategies, Financial Sustainability, Local Non-Governmental Organizations