THE DIFFICULTIES FACED BY NGOS IN THE SOCIAL MARKETING OF THEIR SERVICES DURING THE CORONA PANDEMIC (COVID-19)

Abstract

There are many non-governmental organizations operating in Egypt, and it is estimated that millions of people take advantage of their services in a variety of social care fields. In terms of the number of people they employ and the people who use their services, they are an organized social force. These non-governmental organizations (NGOs) have grown in recent years, not just in Egypt but in the majority of other nations as well. They have grown in terms of both quantity and activity, as well as in terms of the nature of their goals and objectives, as they cover a wide range of human endeavors. Through its work in the areas of health, education, social assistance, and economic care, it also addresses the key societal problems, fosters connection between people and groups, and aims to promote public engagement (Jack Rothman:1987).

The rapid spread of the Corona virus (Covid-19) caused the formation of numerous additional crises that were experienced by members of society, and in March 2020 the World Health Organization declared it to be a global pandemic (WHO: 2020). In order to contain the virus and reduce the number of infections, this crisis prompted countries to take a variety of measures, including closing schools, clubs, restaurants, churches, and mosques, as well as their facilities. These measures had the greatest impact on the work of civil society associations and organizations. The Corona pandemic has impacted civic associations in Egypt as well as the social marketing of social welfare organizations' services in their different scientific, health, economic, and social domains. Thus, the purpose of the current study is to identify the challenges that NGOs have while trying to sell their services socially during the Corona pandemic (Covid-19)