Measuring the Mental Images of Charity Organizations - Namaa Association in Kuwait as a model

Abstract

This article analyzes how stakeholders perceive Namaa Charity Association in Kuwait as a model for understanding the mental image of charitable organizations. In the context of Kuwait’s active charitable sector, the study explores how knowledge, satisfaction, and trust shape this image among key stakeholder groups: the Board of Directors, employees, the general public, beneficiaries, and imams and preachers. Using a mixed-methods approach, it combines surveys (n=919) with social media content analysis of 3,249 interactions on X (formerly Twitter). Results show a largely positive perception of Namaa’s performance, especially during the COVID-19 pandemic, its service quality, and its internal work culture. At the same time, gaps emerge in digital communication, outreach to religious leaders, and the speed and breadth of response. The study concludes with practical recommendations to strengthen governance, communication, crisis management, and digital tools in order to enhance Namaa’s overall mental image.