INFLUENCE OF COMMUNICATION STRATEGY ON PERFORMANCE OF NON-GOVERNMENTAL ORGANIZATIONS IN GARISSA COUNTY, KENYA

Abstract: The performance of NGOs operating within Kenya has been a challenge due to the constant changing internal and external factors that hinder the effectiveness and efficiency of these organizations. Therefore, this study investigated the influence of communication strategy on performance of non-governmental organizations in Garissa County, Kenya. The research used a descriptive research design. The population consisted of 3 selected NGOs operating in Garissa County. Specifically, the sample size was 347 employees working in the selected 3 non-governmental organizations. Each stratum was represented by respondents selected through a simple random sampling method. The sample comprised 186 employees from three non-governmental organizations. All participants received questionnaires. From the three NGOs chosen in Wajir County, 18 individuals were selected for the pilot study. A content validity, criterion validity, and face validity were used in determining the validity. The reliability of the data was assessed using a Cronbach's alpha (α) test. Tables and figures were used to display the results of the quantitative data analysis, which made use of descriptive statistical techniques. Regression analysis and other inferential statistics were also carried out. The finding indicated that the communication strategy adopted by the NGOs within Garissa County, Kenya had contributed to a positive significant influence on their performance. The research concludes communication strategy employed by these NGOs has had a significantly positive influence on their overall performance. The recommendations made were that the organizations should enhance their employee training and development programs to enable the employees to learn the cultural backgrounds of various stakeholders they are serving within the County for effective communication. Keywords: Communication strategy, Organizational Performance. Title: INFLUENCE OF COMMUNICATION STRATEGY ON PERFORMANCE OF NON-GOVERNMENTAL ORGANIZATIONS IN GARISSA COUNTY, KENYA Author: Abdisalan Ali Salat, Dr. Reuben Kinyuru Njuguna International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 14, Issue 1, January 2026 - March 2026 Page No: 63-69 Research Publish Journals Website: www.researchpublish.com Published Date: 28-January-2026 DOI: https://doi.org/10.5281/zenodo.18401624 Paper Download Link (Source) https://www.researchpublish.com/papers/influence-of-communication-strategy-on-performance-of-non-governmental-organizations-in-garissa-county-kenya