In this highly competitive world, which is full of alternative choices, social organizations (or NGOs), like business organizations, are not spared from the heat of competition, be it in generating more members, donations or even for public attention. One glance through our daily newspapers will reveal to us that there are not lacking in social organizations within Malaysia appealing for support from the members of the public. Therefore, how strategies are devised would, to a great extent, influence the success or failure of gaining that precious supports from people. Despite the great significance and importance of strategy in the modern days’ social organizations, there are still several fundamental things or basics that each social organization should not afford to neglect. These basics are now considered pre-requisite – something which social organization “must-have” or “must-do”. These pre-requisites are so important to the extent that without which, strategies will not work, regardless of how good they are. Furthermore, an organization will not last long with the absence of these fundamental and basic elements. The analogy is like every high tech product which must be underpinned by quality control process or ISO assessment. Products, which fail to meet the minimum industrial standard would be rejected outright by consumer, no matter how much hard work and skills are put into promotional effort. Likewise, social organizations that do not meet the minimum expectation of the public would witness the supports given to them earlier diminished and being channeled to other social organizations.

The one very basic thing that social organizations need to do is to foster a friendly, approachable and caring environment within the organization. Why are these terms important? The answer is simple, because organizations are made up of people, especially social organizations, which are constituted of people who joined in on the volunteering basis. A friendly, caring and approachable environment will give rise to sense of belonging and brotherhood among members, hence giving them motivation to bring in more new members. To take a step further, friendliness, caring and approachability should be developed into a culture (the way we do things here) for the organizations.

In order to successfully foster the virtue of friendliness, caring and approachability in a social organization, it is advisable for the management committee of the organization to adopt the concept of community development and implement projects to foster the spirit of friendliness, caring and approachability in the internal and external communities. A community development project should first be internally focused. Members in the organization must first be educated to fully understand the objective or purpose of the organization. Once members are able to have common understanding on the purpose, they should then be encouraged by the leaders to foster a caring relationship among themselves. For large organizations, it would be better to set up smaller groups. Each small group should be led by a mentor, who, by choice should either be a senior person in the organization or someone who have good understanding of the philosophy of the organization. The small-group concept will give the advantage of the sense of closeness among members. A caring and friendly culture will then act like a magnet to attract more new comers. There’s a saying in the field of business strategy, “ a satisfied customer will speak good of the product, hence bringing in more new customers”. Only when internal community development achieve success, the efforts put in external community development would be effective, especially in a non-machinery oriented organization, which is basically depending on service from members who are motivated through emotional approach.

Finally, among the basic of the basics, that will make community development a success, be it internal or external, is not to forget the common manners. Basic human manners like smiling, greeting and expressing gratitude are being perceived too insignificant by many who have been with the organization for some time but this attitude may turn off new comers because to a new comer, this is the first impression and first impressions always count. There are not lacking of examples that grand efforts tripped and fell over a tiny and seemingly insignificance action. So, be careful on this point. It always pays off to take initiative to introduce oneself (when meeting a new comer for the first time), lending an ear (active listening will give people good impression and help to gain friendship instantly) and display willingness to give elaboration on the purpose of the organization’s existence, as one will surely receive a smile or “thank you” in return.