Background: This study in progress intends to identify the relationship between donor, beneficial programme and commercialisation to sustainable funding for social welfare group (SWG) in Malaysia. The study suggests that the funding sources can contribute to the sustainable funding for social welfare group. In Malaysia, non-government organisations (NGOs) including the SWG depend significantly on government fund to survive. However, the challenging of gaps and barriers to acquiring funding considerably troubled the sustainable funding goal. Therefore, the SWG should seek for various strategies to generate sustainable funding, potentially leading to long term success.

This study explores the extent of media facilitates Malaysian Social Welfare Non-Governmental Organizations (SWNGOs) to acquire funding. Malaysian SWNGOs rely on external funding to support their operation, but this external funding is uncertain and limited. The number of registered Malaysian NGOs has increased recently. For this reason, acquiring funding has become more challenging for Malaysian SWNGOs. Through semi-structured interviews with 6 Malaysian SWNGOs, the study found that television is a dominant media platform to acquire funding. Also, an official website, Facebook, Instagram, and WhatsApp were prominent platforms for most Malaysian SWNGO to acquire funding. Keywords: Media; Funding; Malaysian SWNGO eISSN: 2398-4287© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v6i18.3064

The purpose of the study is to explore donor relationship management (DRM) for funding in Malaysian Social Welfare Non-Governmental Organisations (SWNGOs). NGOs largely depend on donor funding to support their operations. However, donors’ funding can be limited. With the growing number of Malaysian NGOs, it has become more challenging in competing for donor funding. Through a semi-structured interview with six Malaysian SWNGOs, this study discovered that an exchange relationship was employed by Malaysian SWNGOs to manage their relationship with donors. Also, this study proposes a DRM model to secure funding for Malaysian NGOs. Keywords: Donor Relationship Management; Funding; Malaysian SWNGOs eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7i19.3150