INFLUENCE OF STRATEGIC DIRECTION ON THE PERFORMANCE OF HEALTH SECTOR NGOS IN KENYA

Purpose of the Study: This study examined the influence of strategic direction on the performance of health sector non-governmental organizations (NGOs) in Kenya. Specifically, it assessed how vision, mission, strategic objectives, stakeholder alignment, and strategic communication contribute to organizational performance, with the aim of providing empirical evidence to support strategic management practices in health NGOs. Methodology: The study adopted a positivist philosophy and descriptive cross-sectional research design. A sample of 183 programme managers was selected from 340 registered health sector NGOs using stratified random sampling. Primary data were collected through structured questionnaires and analyzed using descriptive statistics, Pearson correlation, and simple linear regression to determine relationships. Findings: Out of 183 questionnaires distributed, 175 were returned, yielding a 95.6% response rate. Descriptive findings indicated that most health sector NGOs possessed well-defined strategic direction characterized by clear vision, mission, stakeholder engagement, and alignment with national health priorities, although communication of strategic goals required improvement. Pearson correlation analysis established a positive and statistically significant relationship between strategic direction and organizational performance (r = 0.268, p < 0.01). Regression analysis further confirmed that strategic direction significantly predicted organizational performance (β = 0.268, t = 3.662, p < 0.001), leading to rejection of the null hypothesis and confirming its positive influence. Conclusion: The study concludes that strategic direction significantly enhances the performance of health sector NGOs in Kenya. Organizations with clearly defined and effectively implemented strategic direction achieve better organizational outcomes. Strengthening communication of strategic priorities and continuously reviewing organizational direction will further improve alignment, effectiveness, sustainability, and long-term organizational performance.