<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932025000100089</article-id>
<article-id pub-id-type="doi">10.22267/rtend.252601.266</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Organizational identification and member retention in nonprofit organizations: communication and accountability]]></article-title>
<article-title xml:lang="es"><![CDATA[Identificación y fidelización de afiliados en empresas sin ánimo de lucro: comunicación y rendición de cuentas]]></article-title>
<article-title xml:lang="pt"><![CDATA[Identificação, lealdade dos membros em organizacôes sem fins lucrativos: comunicação e prestação de contas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[María Alejandra]]></surname>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Melgarejo Molina]]></surname>
<given-names><![CDATA[Zuray]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Simon Elorz]]></surname>
<given-names><![CDATA[Katrin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Pública de Navarra  ]]></institution>
<addr-line><![CDATA[Pamplona ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>1</numero>
<fpage>89</fpage>
<lpage>114</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932025000100089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932025000100089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932025000100089&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction:  Nonprofit Organizations (NPOs) face a complex relationship with their stakeholders. For their performance to be successful, it is crucial to implement strategies that link the social value of their mission to their management, enhancing their legitimacy without compromising operational efficiency.  Objective:  The purpose of this study is to identify the communication factors used by NPOs in their accountability processes that generate identification and retention of members in the Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas [Colombian Association of Micro, Small, and Medium Enterprises] (ACOPI) Bogotá - Cundinamarca from 2016 to 2020.  Methodology:  A qualitative approach was adopted, with descriptive and interpretive scope, based on interviews with members of the Board of Directors and staff of ACOPI.  Results:  The organization has developed an effective strategic communication approach that favors member retention, brand positioning, and the fulfillment of its mission, using both interactive and traditional communication channels. Members show strong emotional and behavioral attachment, which reinforces their identification with and commitment to the association.  Conclusion:  The analysis revealed that fulfilling the mission improves organizational performance and strengthens members&#8217; trust.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción:  Las Entidades Sin Ánimo de Lucro (ESAL) enfrentan una relación compleja con sus stakeholders. Para que su desempeño sea exitoso, es crucial implementar estrategias que vinculen el valor social de su misión a su gestión, potenciando su legitimidad sin afectar su eficiencia operativa.  Objetivo:  Este trabajo tiene como propósito identificar los factores de comunicación utilizados por las ESAL en su rendición de cuentas, que generan identificación y retención de los afiliados a la Asociación Colombiana de las Micro, Pequeñas y Medianas Empresas (ACOPI) Bogotá - Cundinamarca en el periodo 2016-2020.  Metodología:  Se adoptó un enfoque cualitativo, de alcance descriptivo e interpretativo, basado en entrevistas a miembros de la Junta Directiva y funcionarios de ACOPI.  Resultados:  La organización ha desarrollado una comunicación estratégica efectiva que favorece la retención de afiliados, el posicionamiento de su marca y el cumplimiento de su misión, utilizando canales interactivos como tradicionales. Los miembros muestran un fuerte apego afectivo y conductual, lo que refuerza su identificación y permanencia en la agremiación.  Conclusión:  El análisis reveló que el cumplimiento de la misión mejora el desempeño organizacional y fortalece el vínculo de confianza con los afiliados.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Introdução:  As entidades sem fins lucrativos (OSFLs) enfrentam um relacionamento complexo com suas partes interessadas. Para que seu desempenho seja bem-sucedido, é fundamental implementar estratégias que vinculem o valor social de sua missão à sua gestão, aumentando sua legitimidade sem afetar sua eficiência operacional.  Objetivo:  O objetivo deste estudo é identificar os fatores de comunicação utilizados pelas ESALs em sua prestação de contas, que geram identificação e retenção de membros da Associação Colombiana de Micro, Pequenas e Médias Empresas (ACOPI) Bogotá - Cundinamarca no período 2016-2020.  Metodologia:  Foi adotada uma abordagem qualitativa, com um escopo descritivo e interpretativo, com base em entrevistas com membros do Conselho de Administração e funcionários da ACOPI.  Resultados:  A organização desenvolveu uma comunicação estratégica eficaz que favorece a retenção de membros, o posicionamento da marca e o cumprimento de sua missão, usando canais interativos e tradicionais. Os membros demonstram um forte vínculo afetivo e comportamental, o que reforça sua identificação e permanência na associação.  Conclusão:  A análise revelou que o cumprimento da missão melhora o desempenho organizacional e fortalece o vínculo de confiança com os membros.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[stakeholder]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[nonprofit organization]]></kwd>
<kwd lng="en"><![CDATA[accountability]]></kwd>
<kwd lng="en"><![CDATA[social responsibility.]]></kwd>
<kwd lng="es"><![CDATA[agente interesado]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[empresa sin ánimo de lucro]]></kwd>
<kwd lng="es"><![CDATA[rendición de cuentas]]></kwd>
<kwd lng="es"><![CDATA[responsabilidad social.]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[empresa sem fins lucrativos]]></kwd>
<kwd lng="pt"><![CDATA[parte interessada]]></kwd>
<kwd lng="pt"><![CDATA[prestação de contas]]></kwd>
<kwd lng="pt"><![CDATA[responsabilidade social.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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