1 INTRODUCTION
Organisational communication is important because it helps organisations achieve their
goals, share information, and work effectively. Gift of the Givers is a South African non-
governmental organisation (NGO) that provides disaster relief and humanitarian
assistance to people in need. Its communication practices help coordinate emergency
responses, manage volunteers, work with donors, and keep the public informed. This
discussion applies the concepts from COM1513 Study Units 1 to 5 to explain the
organisation's communication practices. It examines the main features of organisations,
the difference between mediated and mediatised communication, the role of
communication in organisational success, the type of organisation, and how
communication reflects social and economic realities in South Africa and across Africa.
, 2 QUESTION 1: FUNDAMENTAL FEATURES OF GIFT OF THE GIVERS
Organisations have four fundamental features, namely intention, structure, people and
embedding environment (Fielding 2006:80; Miller 2012:11; Mumby & Kuhn 2019:7).
This section applies these features to analyse Gift of the Givers and explains how their
communication strategies reflect these features.
2.1 Intention
The intentional nature of an organisation is expressed through its mission, vision,
purpose, goals and objectives (Freeman, Wicks & Parmar 2004:364; Miller 2012:11).
Gift of the Givers' mission is to "unite people, with a common vision, to make a real and
telling difference by serving mankind for the 'Greater Good'". The organisation provides
assistance unconditionally, "assisting the needy, irrespective of human or animal, race,
religion, colour, class, political affiliation or geographic location". This intention reflects
the organisation's commitment to serving humanity without discrimination, which aligns
with the African philosophy of ubuntu the idea that "we are because of others"
(Ratshinanga 2026:10).
2.2 Structure
Organisational structure refers to how an organisation is "put together" (Wrensh &
Punyanunt-Carter 2012). Gift of the Givers has a centralised control structure, with the
founder and CEO, Dr Imtiaz Sooliman, holding significant decision-making authority.
The organisation employs over 600 people with offices across nine areas including
Somalia, Yemen and Palestine. As a formal organisation, Gift of the Givers is registered
as a non-profit organisation (NPO) and a public benefit organisation (PBO). The
organisation's structure enables it to coordinate disaster response across multiple
countries while maintaining centralised leadership and decision-making.
Organisational communication is important because it helps organisations achieve their
goals, share information, and work effectively. Gift of the Givers is a South African non-
governmental organisation (NGO) that provides disaster relief and humanitarian
assistance to people in need. Its communication practices help coordinate emergency
responses, manage volunteers, work with donors, and keep the public informed. This
discussion applies the concepts from COM1513 Study Units 1 to 5 to explain the
organisation's communication practices. It examines the main features of organisations,
the difference between mediated and mediatised communication, the role of
communication in organisational success, the type of organisation, and how
communication reflects social and economic realities in South Africa and across Africa.
, 2 QUESTION 1: FUNDAMENTAL FEATURES OF GIFT OF THE GIVERS
Organisations have four fundamental features, namely intention, structure, people and
embedding environment (Fielding 2006:80; Miller 2012:11; Mumby & Kuhn 2019:7).
This section applies these features to analyse Gift of the Givers and explains how their
communication strategies reflect these features.
2.1 Intention
The intentional nature of an organisation is expressed through its mission, vision,
purpose, goals and objectives (Freeman, Wicks & Parmar 2004:364; Miller 2012:11).
Gift of the Givers' mission is to "unite people, with a common vision, to make a real and
telling difference by serving mankind for the 'Greater Good'". The organisation provides
assistance unconditionally, "assisting the needy, irrespective of human or animal, race,
religion, colour, class, political affiliation or geographic location". This intention reflects
the organisation's commitment to serving humanity without discrimination, which aligns
with the African philosophy of ubuntu the idea that "we are because of others"
(Ratshinanga 2026:10).
2.2 Structure
Organisational structure refers to how an organisation is "put together" (Wrensh &
Punyanunt-Carter 2012). Gift of the Givers has a centralised control structure, with the
founder and CEO, Dr Imtiaz Sooliman, holding significant decision-making authority.
The organisation employs over 600 people with offices across nine areas including
Somalia, Yemen and Palestine. As a formal organisation, Gift of the Givers is registered
as a non-profit organisation (NPO) and a public benefit organisation (PBO). The
organisation's structure enables it to coordinate disaster response across multiple
countries while maintaining centralised leadership and decision-making.
