The impact of good governance on managing reputation in non-profit organisations

Abstract

The purpose of this research is primarily identified as undertanding the role of reputation and antecedent concepts such as transparency, leadership, fairness and accountability with a view of enhancing organizational reputation in non profit organizations. The research study employed a quantitive analytical approach and questionnaires were administered to a sample of 300 participants who worked for different non-profit organisations in the Kingdom of Saudi Arabia. Descriptive statistics and regression were employed on the data and the relationships between the variables were tested by ANOVA and coefficient of standard. Outcome of the study shows that there are meaningful correlations between reputation management and some factors which include; transparency, fairness, leadership and accountability among them. The fact of improved relations in the activity of non-profit organizations have been additionally proved by the results, as well as the significance of transparency in the process of building the organization’s reputation. The performance of the hypotheses also reveals that accountability is positively associated with attaining improved reputations since organizations committed to accountability through giving regular financial information and giving avenues for communication with the beneficiaries were found to build a more credible reputation. Regarding the aspect of stakeholder fairness, the organization acknowledged the primary benefits that accrued from positive impacts in policies formulated and applied to both the employees and the beneficiary stakeholders. Therefore, this study suggests that non-profit organizations should attach large importance to attaining full transparency for all its activities, as well as for issuing financial statements periodically and explaining work plans. They should also maintain sound, effective and powerful leadership that encourages the employee and handles the beneficiary to perform activities and accomplish the agenda. There is also a need to improve accountability while developing ways of evaluating performance and establishing unending communication with all the stakeholders. Furthermore, there is the need for non-profit organizations to improve the justice for the existing internal organizational practices so as to improve the fairness at the workplace as well as promote chance for all. Last but not the least, try to utilize various technologies now available to improve reputation management and communicate with beneficiaries.