Masterclass: Factors that Strengthen the Legitimacy, Reputation, and Organizational Culture of NGOs-NPOs

We invite you to participate in our Master Class: Factors that Strengthen the Legitimacy, Reputation, and Organizational Culture of NGOs-NPOs from the Leadership and Social Innovation program!

In this session, we will analyze the data and conclusions of a recent study by the Esade Institute for Social Innovation on the legitimacy, trust, and reputation in NGOs, which will be officially presented in November 2024. Based on this data, we will identify the key factors that strengthen the legitimacy and reputation of these organizations.

Trust is a key component of the social contract and a fundamental element for the third sector. The UN Secretary-General has recently warned of a "trust deficit" in institutions on a global scale, which also affects the third sector. Despite the great diversity of NGOs, all of them rely on public trust to gain legitimacy and support, collaborate with other actors, and advance their organizational goals and missions.

To strengthen trust and legitimacy, NGOs must achieve results and demonstrate impact, enhance transparency and accountability, expand collaboration with other actors, reinforce openness and participation of different stakeholders, and develop a good communication and branding strategy. For all of this to develop institutionally, they must have leadership marked by ethics and authenticity.

During this session, we will explore how these organizations are implementing changes that require elements of strengthening and care. These efforts are crucial for building a more solid and relevant internal and external reputation.

This Master Class, led by Ignasi Carreras, director of the executive training programs for NGOs-NPOs at the Esade Institute for Social Innovation, will include a presentation and some exercises to help participants reflect on how to apply these concepts in their own organizations.