Marketing Muslim Faith-Based Organisations With Transparent Reporting
Abstract
Muslim faith-based organisations, like any other organisation operating in the third sector, must compete for funding and financial support to carry out their social impact initiatives. Marketing themselves in a highly competitive third sector is necessary if these Muslim faith-based organisations are to remain visible to potential funders, and if they are to meet the expectations of stakeholders who demand transparency. Anchored to the premise that transparent reporting is an important part of any marketing initiative, this paper focuses on the capacity of Muslim faith-based organisations to plan for, measure, and report impact. We share the findings of a study which examined the web-disclosure practices of Muslim faith-based organisations in Malaysia by drawing on an existing framework for transparent reporting. The investigation paid particular attention to the reporting of social impact programmes which third sector organisations are tasked to manage. The findings revealed that the Muslim faith-based organisations were largely unsuccessful in leveraging on web-disclosure reporting practices in order to gain stakeholder trust, and convince potential funders to support future activities. It was found that the majority of Muslim faith-based organisations in Malaysia do not manage websites, and as such are severely limited in their capacity to showcase their expertise and achievements. Those which did, appeared uninformed about effective transparent reporting. The findings have implications for the management of effective reporting by organisations operating in the third sector, and sheds light on areas in which Muslim faith-based organisations in Malaysia require further support.
Copyright information
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Nair, R., Arshad, R., Shaharom, F. R., & Yusop, Z. M. (2024). Marketing Muslim Faith-Based Organisations With Transparent Reporting. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 793-802). European Publisher. https://doi.org/10.15405/epsbs.2024.05.64