Improving community-based organization operations by addressing community concerns

Purpose: Community-based organizations (CBOs) must rely on an effective strategy to elicit help from donors in order to deliver public health services. The purpose of this study was to examine community members' beliefs about donating to a local Belizean CBO with the goal of identifying ways in which CBOs could improve their operations to gain more community support. Methods: This mixed-methods, theory-based study was conducted in Belize between 2009-2010. The Reasoned Action Approach guided a survey administered to 315 individuals to identify factors associated with donating services, supplies, or money to support children affected by HIV/AIDS. Beliefs about donating were correlated with intention to donate. In-depth interviews with eight donors explored issue about desirable organization characteristics and choosing a charity to act on one's behalf. Interviews were coded for emerging themes. Results: Three beliefs about making donating easier were significantly correlated with intention: having a convenient time and place to drop off donations; getting information from the organization; and knowing donations are going to the right people/place. Analysis of interview themes revealed that donors are concerned with accountability, trust, and confidentiality of an organization. Implications: Results suggest that individuals believe an organization must take particular steps in order gain community donations. Capitalizing on these beliefs and concerns, CBOs may consider having multiple donation drop-off centers and a variety of marketing strategies. CBOs must make certain their image is credible; therefore systems to ensure accountability, trust, and confidentiality are critical. Participant suggestions to improving CBO operations will be further discussed.