The application of a strategic integrated communication framework: The case of Mosaic SA and international donor organisations

Abstract

This study investigated the communication dynamics of Mosaic Community Development South Africa (Mosaic SA) and its international donor organisations, focusing on the applicability and implementation of a strategic integrated communication (SIC) framework. South Africa is home to approximately 5.2 million orphaned and vulnerable children (OVC) - a figure that is challenging to ascertain precisely due to its magnitude. Mosaic SA, a non-profit organisation, aims to support as many OVC as possible through its Potchefstroom, Gqeberha, and Paarl operations. The organisation emphasises a family-based care model, initiating support with the families of OVC. As the number of beneficiaries increases, Mosaic SA faces significant challenges in securing sufficient funding within South Africa, exacerbated by a competitive environment among nonprofits, a weak economy, and a decreasing number of donors. Consequently, Mosaic SA has sought funding internationally, establishing partnerships with people in the USA, Germany, and Sweden, which have registered non-profit organisations in their respective countries to raise funds and recruit volunteers for South African initiatives. Given the substantial contributions from these international donor organisations, they are considered key stakeholders in this study. The primary objective of this research was to examine the communication practices between Mosaic SA and its international donor organisations, assessing the perceptions of these practices. The study suggests that employing a strategic integrated communication (SIC) framework could enhance communication efforts. The core research question addresses the extent to which Mosaic SA and the international donor organisations adhere to the SIC guidelines. The research methodology comprised two main components. First, a literature review identified relevant SIC guidelines from the Degenaar (2021) SIC framework applicable to Mosaic SA and its international donor organisations. Second, empirical research evaluated the current implementation of these guidelines and gathered perspectives from the involved parties regarding their communication practices. The empirical research included qualitative semi-structured interviews and qualitative content analysis. The study found that while Mosaic SA and its international donor organisations demonstrate a foundational commitment to communication as a strategic asset, they face challenges in fully implementing an SIC framework. Key areas for improvement were identified as enhancing personalised two-way communication, improving digital platform usage, and instituting consistent monitoring and evaluation processes. It was concluded that addressing these areas should enable Mosaic SA to achieve its communication goals, strengthen stakeholder relationships, build brand recognition, and make significant progress towards becoming a sustainable organisation.