Building and marketing the mental image of civil society organizations

Training Description

Recently, there has been an increase in interest in creating the mental image of organizations because of its importance and impact on the organization’s performance and its ability to gain trust and credibility from members of society. The mental image of the organization influences the direction of opinions, decision-making, and shaping the behavior of the individual towards the organization. Here it becomes clear to us the importance of creating a positive mental image of the organization, which is what organizations seek to achieve and create within society and among its members. The image is formed. The organization's mentality is the result of the interaction of several factors, automatically, including social factors as a result of the organization's movement within society and institutionally based on the organization's internal capabilities. This training aims to introduce these factors and help workers in civil society organizations acquire the necessary skills to analyze and build a good mental image of the civil society organization within society as one of the requirements for institutional sustainability.

Training Period

5 training days

Target Group

• Pioneers of sustainable civil society work, members of boards of directors, middle management, project managers, development program officials, and executive management of civil society organizations.

Training Start

almost

Training Goals

Main Goals:

Developing participants’ skills to analyze and design a strategy to improve the mental image of their NGOs.

Secondary Goals:

By the end of this training course, participants will be able to:
 Defining the concepts and basics of the history of civil society organizations.
 Identify and know the most important obstacles facing civil society organizations.
 Defining the concepts and basics of mental image.
 Identifying the stages of mental image development, its importance, characteristics, characteristics, and factors influencing its formation.
 Monitoring the advantages of the positive mental image of the civil society organization.
 Applying and managing mental image concepts.
 Defining the reciprocal relationship between the three dimensions of the mental image.
 Knowing the sources of mental image formation among the audience of beneficiaries in civil society organizations.
 Measuring the mental image of the audience of beneficiaries in civil society organizations.

Main Topics

- Sustainable development as an entry point for community development.
- The most important requirements for achieving the sustainable development goals.
- The relationship between building and marketing the mental image of civil society organizations and the requirements for achieving sustainable development goals.
- Concepts and basics in the history of civil society organizations
The most important obstacles facing civil society organizations
- Concepts and basics of mental image
- The stages of development of the mental image, its importance, characteristics and characteristics, and the factors influencing its formation
- The advantages of a positive mental image of the institution
- Managing mental image
- The reciprocal relationship between the three dimensions of the mental image
- Sources of forming the mental image of the audience of beneficiaries in civil society organizations
- Tools and mechanisms for improving mental image
- How to measure the mental image of the audience of beneficiaries in NGOs
- A mental image development plan
- Practical applications