Opportunities for Improving Digital Communication Campaigns of Non-Governmental Organizations: The Case of the IVAIGO Association

This article examines the digital communication campaigns of the association IVAIGO. The object of the study is the content, channels, and audience engagement of the campaigns carried out by the organization. The aim of the study is to analyse and evaluate the effectiveness of digital communications campaigns of the association IVAIGO by using the Lasswell communication model, and to propose ways to improve them. The research methods include quantitative and qualitative content analysis and comparative content analysis with the communication campaigns of the organization Active Youth, an organization engaged in similar activities. In the course of conducting quantitative analysis, the frequency, distribution, and engagement indicators of the campaigns were examined. The qualitative analysis covered the visual consistency of the campaigns, their communication tone, message structure, and language adaptation to audiences. The comparison was made by using Lasswell’s communication model to assess the characteristics of the messages, channels, and impact. The research data were collected from Facebook, Instagram, and the organization’s website in the period from February 2025 till April 2025. The results showed that IVAIGO campaigns can be characterised by visual consistency, a friendly tone, and regular content publication. Although the campaigns contribute to build the community spirit, yet, limited audience engagement and one-way communication were observed. A comparative analysis with the digital communication campaigns of Active Youth, an organization engaged in similar activities, revealed that IVAIGO’s communication campaigns are strong in their emotional impact, but, in order to achieve better effectiveness, it is recommended that IVAIGO should strengthen its interaction with the audience, differentiate the content by channels, and develop dialogue with the audience.