Reputation is among a non-governmental organisation’s most valuable assets. Despite demonstrated professionalism, transparency and legal compliance, a scandal in the media, a financial pitfall or a security incident can seriously affect an organisation’s reputation or even the reputation of NGOs in general.
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War Child actively safeguards its reputation by monitoring perceptions of the organisation through annual quantitative research. The results are used to adjust either strategic or communication decisions.
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No child should be part of war. Ever. Nevertheless millions of children worldwide grow up with the consequences of armed conflict. To be effective in the face of massive need and increase our relevance, War Child will further sharpen its focus.
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