Strategi Komunikasi dalam Keberlanjutan Organisasi Non-Profit: Studi Kasus Lions Club Cabang Kota Medan

Abstract

This research is titled Communication Strategy in the Sustainability of Non-Profit Organizations: A Case Study of the Lions Club Branch in Medan City. The purpose of this research is to understand the communication strategies implemented by the Lions Club of Medan City in maintaining the integrity and sustainability of the organization for the long term. The theories and concepts used in this study include Organizational Communication, Non-Profit Organizations, Organizational Identity Theory, Organizational Culture Theory, Non-Profit Organization Communication Strategy, and Lions Club Organization. The data collection techniques used in this research include interviews, observations, documentation, and literature study. The informants in this study consisted of four individuals, including three main informants and one triangulation informant. The research findings indicate that the communication strategy of the Lions Club of Medan City utilizes an application, social media, and even an official website as effective communication channels to disseminate information about the activities and achievements that have been accomplished. The communication strategy used by the Lions Club of Medan City plays a crucial role in building a strong organizational image, increasing member participation, and expanding its positive impact on the local community, thus contributing to the sustainability and development of the Lions Club of Medan City. The sustainability and development of the Lions Club of Medan City are also the result of a combination of strategies, commitment, and support from various stakeholders. By continuously maintaining focus on its mission and vision, the Lions Club of Medan City can continue to grow and make meaningful contributions to the progress and well-being of the community it serves.