Effectiveness of Communication Strategies Employed in the Management of Bursary Funds in Kenya: A Case of Embu County in Kenya

Abstract

This study intended to help increase the effectiveness of communication in managing bursary funds in Kenya with a focus on Embu County in recognition of the critical role communication plays in increasing access and uptake of the programs to target beneficiaries, thus reducing exclusion rates. The study sought to determine the effectiveness of communication strategies employed by institutions offering bursary funds in Kenya and specifically establish the channels of communication employed, determine the preferred channels by those seeking bursary funding, and determine the appropriateness of the information provided by institutions in facilitating application decisions. The study was premised on an increasing number of students who cannot transit to secondary schools and increased absenteeism and dropout rates due to inability to pay school fees, as well as increased complaints of exclusion of needy students. Embu County was chosen as the context of the study as most of its population are peasant farmers earning very low incomes and highly dependent on bursaries and scholarships to educate their children.

The study involved a total of 30 parents from Embu County with children in school schools and who depend on bursary funding. Parents were taken as the right respondents to the study since the children in school schools who fall in the age category of 15-17 years are considered minor and not able to legally transact any business on their own. The data were collected using a structured questionnaire comprising both closed and open-ended questions where some parents were able to fill out the questionnaires on their own, but others were assisted by researchers. The data was checked for completeness and analysed using factor analysis using SPSS software. Descriptive statistics in the form of frequencies and percentages were used. The findings of the study revealed that a variety of channels of communication were employed in disseminating information on bursary funds by various institutions offering bursary funds. However, the study registered very low responses in some of the channels, implying that they were not popular with the respondents either because they were not aggressive and regularly used or not appropriate for target beneficiaries.

With regard to preferred channels of communication, the study established that all the channels were important. However, some, such as through religious institutions, mass media, and social media and through friends, were more popular than others. The study also established that information required by bursary funds applicants, such as where to get application forms, the deadline for submitting applications, eligibility criteria required and documents required to accompany the application, was given. However, information about the contact/ liaison person in case one required clarification or other form of assistance was not available. In addition, there was no information on how a dissatisfied applicant would lodge a complaint or appeal, which is essential in such circumstances.

Going by the findings and conclusions and in consideration that bursary funds target the poor and disadvantaged groups in society, the study recommended that institutions offering bursary funds in Kenya should consider increasing their coverage and access to such minority groups by increasing the number of channels used in the dissemination of information on bursary funds. Mass media provide awareness of the existence of the bursary fund but might not provide detailed information on how to apply and other required information. Further, most disadvantaged families might have no access to mass media and information passed by friends may be incomplete and/or distorted. In addition to mass media, consideration should be given to other channels that are readily accessible to most disadvantaged groups. Channels such as institutions of religion, local administration, that is, chiefs’ Barazas, Social media platforms and notices at convenient public places such as markets should be considered. While home visits by bursary funds officials could be explored, their administrative costs could be too high for institutions. However, where the benefits of making such visits outweigh the costs, then they should be considered. Such visits could be ideal as they could offer opportunities for verifying the information given by beneficiaries.

Although the study, to a great extent, managed to address the research objectives, a few limitations were noted that required further research. The study concentrated on the demand side, that is, communication strategies applied with respect to beneficiaries, while the supply side was not addressed. This was an area that required to be researched as the effectiveness of communication on the supply side does, to a great extent, affect that of the demand side. The study also failed to establish which of the channels used provided the most appropriate information and only generalized the findings. This, therefore, was another area that required further research, given that different channels have unique strengths and weaknesses. Overall, the study provided insights into improving communication strategies for managing bursary funds in Kenya and, specifically, in Embu County.