طراحی الگوی ارتقا برند و تصویر سازمان اوقاف و امور خیریه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
یکی از مسائل سازمان اوقاف و امور خیریه به عنوان متولی اصلی مدیریت موقوفات در کشور، موضوع تصویر و ارتقای برند آن است. سازمان اوقاف با طیفی گسترده از مخاطبان روبه رو است که ضرورتی روشن برای ارتقای تصویر این سازمان است. بررسی های انجام شده نشان می دهد مقوله ارتقای برند در این سازمان مورد توجه جدی قرار نگرفته است. این پژوهش در تلاش است تا با استفاده از روش نظریه داده بنیاد، مدلی برای ارتقای تصویر سازمان طراحی کند. برای این امر، با استفاده از ترکیب دو روش نمونه گیری هدفمند و گلوله برفی، با 18 نفر از مدیران و معاونان و کارشناسان ارشد سازمان اوقاف، مصاحبه های نیمه ساختاریافته انجام شدند. در مجموع، 222 کد اولیه شناسایی شدند که این کدها در قالب 85 مفهوم و 23 مقوله طبقه بندی شدند. در نهایت، شش راهبرد اصلی برای ارتقای تصویر سازمان اوقاف پیشنهاد داده شده اند که عبارت اند از: بهره گیری از روش ها و ابزارهای نوین تبلیغاتی برای ترویج وقف، تحول در منابع انسانی سازمان در حوزه برندسازی و ارتقای تصویر، فرهنگ سازی در موضوع اهمیت و چیستی وقف، بهره گیری از سازوکارهای ایجاد اعتماد عمومی در میان مردم، طراحی سازوکارهای جدید وقف به ویژه وقف همگانی و دیپلماسی سازمانی برای تعامل با دستگاه های دولتی و غیردولتی مرتبط با سازمان اوقاف برای ارتقای تصویر.Designing a Model for Promoting the Brand and Image of the Endowment and Charity Organization
Introduction Today, branding is the focus of attention of organization managers. Ways of branding and promoting the brand image in the minds of customers are key issues for organizations (Michaelidou et al., 2019). Non-profit organizations need to attract financial resources to survive and fulfill their mission, and they must compete fiercely with each other in this field (Febriani & Selamat, 2020). On the other hand, in the midst of this competition, some people are reluctant to donate due to a lack of trust in non-profit organizations and prefer to provide their assistance to the needy in other ways. As a governmental non-profit organization, the Endowment Organization faces a wide range of people and various governmental and non-governmental organizations, whose image and mentality management is vital. This research seeks to answer this question: What is the desired model for promoting the brand and image of the Endowment and Charity Organization? Since the nature of the research is exploratory, it lacks a hypothesis. The conducted studies show that no relevant research has been conducted on branding for the Endowment Organization. Some studies, such as Shamohammadi et al. (2020) or Ameri Siahouie et al. (2022), have addressed the factors affecting endowment, but a comprehensive model for the image of the Endowment Organization has not been seen in the past. In other words, it can be stated that, considering the research background, it was determined that no comprehensive research has been conducted on improving the image and brand of the Endowment Organization. Methodology The present research is qualitative and exploratory. This research is applied in terms of its purpose and is a descriptive survey study in terms of the method of data collection, using interviews. The research expert community is the employees of the Endowment Organization. In this research, a combination of purposive and snowball sampling methods was used. Theoretical saturation was achieved in 13 interviews, but for certainty, the interviews continued until 18. The average age of the total interviewees is 44. In total, 222 initial codes were identified in this research, which were categorized into 85 concepts and 23 categories. The following is a breakdown of the concepts and categories identified under the dimensions of the Strauss and Corbin model. In general, validity in qualitative research means the accuracy and correctness of the results and their compliance with the subjective reality of the participants. To enhance validity, an effort was made to sample from different levels of the organization, with a variety of work and executive areas, as well as different perspectives on the topic of branding. Also, the participant review method was used to provide them with parts of the interview text and extracted codes so that they could express their opinion on the accuracy of the recorded codes. Finally, the fact that reviewing and re-coding part of the text and their compliance with the initial coding (agreement between the two coders) indicates coherence and assurance of the reliability of the coding. Findings Based on the Strauss and Corbin model, the components of each were obtained as follows: Causal conditions Informing the public and the audience of the Endowment Organization Institutionalizing the necessity of promoting the brand image Supervisory and control mechanisms over the performance of managers and employees Participation and synergy of the organization's units in branding programs Using capacity outside the organization for branding Contextual conditions Special attention to referrals among the organization's employees Improving communication channels with clients in cyberspace Paying attention to the incentive system for empowering and developing employees Promoting and improving the system for attracting and retaining human capital in the organization Existence of planning to promote the image of the Endowment Organization and charity affairs Phenomenon Using new tools and methods for branding Intervening conditions Internal constraints External constraints Strategies Using new advertising methods and tools to promote the endowment Transformation in the organization's human resources in the field of branding and image enhancement Creating a culture for the public and the organization’s audiences on the issue of endowments Providing a performance report based on transparency to the public Continuously surveying the state of people’s attitudes towards endowments and the organization Designing new endowment mechanisms, especially public endowments Organizational diplomacy for interaction with government and non-government agencies Consequences Increasing the organization’s social capital Creating a positive image of the organization and people’s willingness to endow Developing endowments and increasing endowment revenues Increasing inter-sectoral and inter-agency cooperation with the organization Reducing poverty and making the endowment contribute more to solving community problems Increasing motivation and enthusiasm among the organization’s employees Discussion and Conclusion Brand enhancement and improving the organization’s image are essential issues for non-profit organizations. The Endowment and Charity Affairs Organization, as the main custodian of endowment administration in the country, has not benefited from this necessity. In this study, an attempt was made to present a model for branding and improving the image of the Endowment and Charity Affairs Organization. The six main strategies proposed to improve the image of the Endowment and Charity Organization are: - Using modern advertising methods and tools to promote endowment: Today, advertising is equipped with very modern technical equipment and supplies, both in the soft and hard dimensions. Various and diverse techniques have been developed for advertising and creating a positive mindset in the minds of the audience. - Transformation in the organization's human resources in the field of branding and image promotion: Improving the image and brand promotion of the organization goes through the path of transformation in the organization's human resources. - Creating a culture for the public and the organization's audiences on the importance and nature of endowment: In the field of improving the image of the Endowment and Charity Organization, both attention to the organizational and structural components related to the organization itself should be considered, and the endowment itself as an independent issue that is a perfect example of lasting good. - Using mechanisms to create public trust among the public: Providing periodic performance reports, organizational transparency, and greater interaction with the public will increase public trust. - Designing new endowment mechanisms, especially public endowment, and facilitating their implementation in society: Necessary innovations in designing new endowments (endowments in new subjects such as endowments for employment and entrepreneurship, as well as new endowment formats such as stock endowments, public endowments, and collective endowments) are among the solutions that can lead to improving the organization's brand. - Organizational diplomacy for interaction with government and non-government agencies: The Endowment and Charity Affairs Organization should design an independent and special program to improve interdepartmental relations with these agencies and carefully strengthen good interaction with them to help improve its image. The findings of this study are consistent with the research of Masoumi and Masoudipour (2023), which emphasizes the need for financial transparency, organizational diplomacy, management of doubts and responsiveness to them, and the promotion of human resources in the Endowment Organization. Also, the research of Hosseini et al. (2013), which emphasizes improving new methods of endowment management and increasing endowment productivity, can be considered in line with the findings of this study, which emphasizes the revival of endowments and considers it effective in branding.
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