Kloppers, Elizabeth MariaBezuidenhout, LVan Zyl, Marné2025-08-082024https://orcid.org/0000-0002-6240-4743http://hdl.handle.net/10394/43029Master of Arts in Communication, North-West University, Potchefstroom CampusiDUC is a non-profit organisation (NPO) situated in Potchefstroom. It is dedicated to raising awareness of sexual assault and supporting rape victims in the community. iDUC’s survival depends on its ability to build and maintain positive long-term relationships with the stakeholders who support it financially and through collaborations. In the past, iDUC almost had to shut down due to a lack of supporting stakeholders. After an intervention, the NPO gained new stakeholders. In this study, it is argued that iDUC should apply the principles of two-way symmetrical communication and the relationship strategies identified in the stakeholder relationship management theory, supplemented by some stewardship strategies, to build and maintain positive long-term relationships with its new supporting stakeholders. The aim of the study was to determine the state of iDUC's communication with its supporting stakeholders. With this, the main research question was: To what extent does iDUC utilise two-way symmetrical communication with their supporting stakeholders to build and maintain positive long-term relationships? This research question was answered by following a qualitative research approach to determine both iDUC’s and their supporting stakeholders’ perceptions of the communication between them. Following a comprehensive literature review, semi-structured interviews were conducted with two representatives from iDUC and nine supporting stakeholders. Both sets of participants indicated a lack of two-way communication, with reference to dialogue, mutual understanding and responsibility. The iDUC representatives and supporting stakeholders had differing perceptions of participatory culture, networking towards task sharing, relationship nurturing and reciprocity, since iDUC had positive perceptions of these constructs, while most of the stakeholders did not. The only aspect of communication that both the iDUC representatives and stakeholders were positive about was conflict management. The empirical study, therefore, indicated that iDUC did not utilise two-way symmetrical communication with its supporting stakeholders in a manner that would build and maintain positive long-term relationships. Notably, the stakeholders’ expectations of communication aligned with most of the normative principles of two-way symmetrical communication and stakeholder relationship management theory. Based on the stakeholders’ feedback, it appears that adherence to the principles of these theoretical perspectives should contribute to long-term relationships, but that the NPO should customise its communication in certain respects, based on stakeholder preferences.enCommunicationIDUCIntegrated strategiesMutually beneficial relationshipsNon-profit organisation (NPO)NPO stakeholder relationship strategiesPositive long-term relationshipsRelationshipsStakeholder relationship managementStakeholdersStewardship strategiesTwo-way symmetrical communicationThesis