Non-governmental organizations (NGOs) in the humanitarian aid sector have been influential in extending assistance to the local communities in low-and-middle-income countries, e.g., Mongolia, since the mid-20th century. International non-governmental organizations (International NGOs) are known to fund projects that would help address social issues and improve the lives of local communities overseas. Local non-governmental organizations (Local NGOs) are regarded as close advocates for their communities, often funded by the international organizations. To fulfill their missions, international NGOs and local NGOs must establish trust and relationships with their local beneficiaries. NGOs often develop promotional strategies to engage stakeholders in their activities, including their local beneficiaries. Culture is one of the crucial aspects to understanding the way of life in the communities, which in some cases needs to be prioritized. This thesis used a qualitative in-depth interview method to explore how international NGOs and local NGOs reflect the cultural characteristics of their beneficiary communities in their communication strategies and tailor their messaging to serve their beneficiaries. This thesis also explored how the beneficiaries perceived the NGOs’ activities in their communities in Mongolia’s cultural context. A theoretical framework – Hofstede's cultural dimensions have been used in this study to develop research questions, and collect and analyze qualitative in-depth interview data. The study aims to contribute to the literature that focuses on culture-driven promotional strategies in the NGO sector. The findings of this study suggest practical implications for international NGOs and local NGOs to evaluate their promotional strategies in unique cultural settings and identify the proper communication approaches focusing on the cultural characteristics of the target communities to build relationships with the beneficiaries.
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