On the evening of Sunday, August 31, 'The Stage' theater in Riyadh hosted a dialogue titled: How is Financial Sustainability for Associations Built?, organized by The National Center for Non-Profit Sector Development, moderated by media personality Mohammed Al-Mousa, with guest speaker marketing and financial sustainability consultant Hamid Al-Dhuyabi.

From the very first moment, the hall seemed ready for a discussion that transcended conventional topics, as the event posed deep questions about self-funding, partnerships with the private sector, and the importance of institutional identity as part of the sustainability equation.

Sustainability Between the Entity and the Issue

I noticed – while following the dialogue – Hamid's distinction between "entity sustainability" and "issue sustainability." He explained that some social issues do not require the concerned association to exist forever, but rather the goal is to resolve the issue itself. As for the sustainability of the association, it is ensuring that it remains capable of functioning until it achieves its mission. This perspective restructured the usual discussion in the sector and opened a new angle for thought.

Marketing as Identity, Not as a Campaign

One of the most prominent discussion points was about marketing. Hamid clearly stated that marketing is not a luxury nor just an advertisement for attracting donations but is a long-term investment in building institutional identity. At this point, I found myself recalling our lengthy discussions with him in the "Story of the Sector Podcast" when he emphasized that today's donors seek a cohesive identity and an inspiring story, not a fleeting advertisement.

Partnerships with the Private Sector

The event also highlighted the importance of partnerships with the private sector and the necessity for associations to have an investment arm that ensures the diversification of income sources. This concept is not far removed from the ongoing transformations under Saudi Vision 2030, where social investment has become one of the main pillars of sustaining charitable work.

A Personal Reflection

For me, the event was not just coverage of a public seminar. I followed my colleague and friend Hamid Al-Dhuyabi – whom I accompanied on our shared journey through the "Story of the Sector Podcast" – as he translated our previous discussions into a public discourse heard by leaders in the non-profit sector. I felt that the ideas we were discussing behind closed doors were beginning to find their way onto open platforms, and that the sector was indeed transitioning from theory to practice.

The seminar "How is Financial Sustainability for Associations Built?" was not just a fleeting dialogue, but a station for rethinking concepts of sustainability, marketing, and partnerships. Personally, it was a multiplied experience: watching a friend and colleague transform from a voice in the podcast to a voice heard on stage, and realizing that what we discuss in closed rooms can create new awareness when it comes to light.