This is a "Self-help workbook" providing a guideline of how to set up, operate, or position a non-governmental organization (NGO) with an idealistic mission. This is set in the context of rising global complexity in economic, political and social issues that has left governments with challenges limiting their regulatory capacity. In a concise language the authors describe the spheres of (inter-)national governance, including the application of three interrelated disciplines Public Affairs (PA), Diplomacy and Marketing, illustrating these areas with practical examples.

The book highlights a new type of non-governmental organization, the New Era NGO (NENGO), as leaders and influencers that are setting the tone in the current transformation process, due to their unique competencies, global reach and the congruency of their ways.

In fulfilling their objectives authentic NGOs may patch system-gaps and in doing so get exposed to certain pitfalls of cooperating with traditional partners. Therefore they need to understand the multiple aspects of decision making when dealing with issues of their concern.