Non-profit organizations bridging the communication divide in a complex South Africa

• Stakeholder relationships in NPOs are problematic due to communication constraints.
• NPOs are change agents creating platforms for relationships, credibility and trust.
• NPOs need to manage themselves as profit organizations in order to survive.
• NPOs need to renovate and reinvent themselves to address social problems in SA.
• Corporate identity management serves as a foundation for stakeholder relationships in SA.

PurposeSouth Africa's post-apartheid governments have made remarkable progress in consolidating the nation's peaceful transition to democracy, but many South Africans still view themselves and each other according to stigmatizing categories. As the country's remarkable and peaceful transition to democracy unfolds, millions, both urban and rural, are still confronted with having to survive unemployment, homelessness, lack of basic services, HIV/Aids, food insecurity and unacceptable levels of crime and violence. Confronted by the complexity of our development challenges, one of our biggest failures is a lack of communication, trust, common purpose, collaborative leadership and sustainable relationships between the various sectors and stakeholders in development. Transforming South Africa's society to remove the legacy of marginalization will be a long-term process requiring the sustained commitment of the leaders and people of the nation's diverse groups. So the question remains: how can non-profit organizations (NPOs) establish themselves as development providers within the uncertain political arena, of which South Africa is characteristic, in order to represent all the masses who cannot speak for themselves and more than often find themselves in a marginalized and stigmatized position?Principle resultsSome Non-profit organizations recognize that their relationships with stakeholders is of great importance for their survival, various forms of communication take place without the necessary planning and without clear objectives for the development of these relationships. NPOs need a positive image and reputation due to financial implications where they do not have sufficient funds to support or market themselves effectively. In this climate of polarization NPOs play a pivotal role in providing a voice to the poor, mobilizing a motion of change and creating a platform for relationships, credibility and trust. Within the theoretical framework of relationship management theory, the interests of all stakeholders are balanced through the management of the stakeholder relationships.Major conclusionsNon-profit organizations need to ensure that they protect their stakeholders (especially those who are in desperate need of the services rendered by these organizations), deliver better services and although not operating for the purpose of making a profit, manage themselves so that they do generate profit which will enable them to support themselves especially when funding is something that is becoming a rare phenomenon. Although NPOs find themselves in difficult financial times they need to renovate and almost reinvent themselves, in order to be fully capable to address many social problems in SA and to indicate to those who support them (especially financially) that they are to be trusted, committed to make a difference, that they deliver on their promises and to ensure open communication channels with all their stakeholders. NPOs need to manage their reputations which are built on their corporate identities because it is the organization's reputation that often creates a lifeline in uncertain times. If the NPOs succeed in managing their identities effectively, it may serve as the foundation for developing and maintaining relationships with their respective stakeholders which in turn could change the face of South Africa's society. These organizations might go about creating a platform for dialog in an attempt to build sustainable productive relationships that can go about uplifting and empowering those who would otherwise not have such an opportunity.