Effect of Communication Strategies on Parish Sustainability in the Catholic Diocese of Bungoma, Kenya

This study assessed the Effect of Communication Strategies on Parish Sustainability in the Catholic Diocese of Bungoma, Kenya. Implementation theory was used to anchor the study, and the concurrent embedded mixed-methods research design was used to collect both quantitative and qualitative data. The population of this study was 216 respondents who were selected from 72 parishes in the Catholic Diocese of Bungoma. A census method was adopted whereby all the parish priests, chairpersons and treasurers of parish councils, were included in the study. Semi-structured questionnaires and interview guides were used to collect data. Validity and reliability tests were performed to ensure the quality of the instruments used to collect data. A pilot study was carried out involving 7 parishes in the Catholic Diocese of Kakamega. For data analysis SPSS Version 24 was used. From the results obtained from the regression model, it can be noted that the communication approaches affected sustainability within parishes in the Catholic Diocese of Bungoma. In terms of the percentage of variance in parish sustainability explained by the regression model, it was 68.1% (R2 = 0.681; Adjusted R2 = 0.674), and it was statistically significant, F(1, 205) = 109.48, p < 0.001. From among all the strategic management practices, it was found that monitoring and evaluation (β = 0.473) was the best predictor of Parish sustainability in parishes followed by communication approaches (β = 0.472), leadership styles (β = 0.468), and allocation of resources (β = 0.431). It can therefore be concluded that communication strategy is a critical factor affecting parish sustainability in the Catholic Diocese of Bungoma. The recommendations from the study are that parishes should develop effective communication, ensure accountability in resource allocation, have strong monitoring and evaluations via participatory decision making, and adopt servant leadership practices via leadership development programs. Keywords: Communication Strategies; Parish Sustainability; Church Communication; Parish Management; Catholic Diocese