Title

A donor recruitment strategy for TAO-Pilipinas

Date of Publication

2016

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Adviser

Gerardo A. Mariano

Abstract/Summary

TAO-Pilipinas, which stands for Technical Assistance Organization (TP), is a non-stock, non-profit, non-government organization that aims to assist urban and rural poor communities in the physical planning, development, and management of their communities.;"Results of the audit revealed that TAO Pilipinas failed to maximize their website, the only platform to encourage individual potential donors, in communicating their need for funds. The potential of websites as a relationship building tool for charitable fundraising NPOs by Ingenhoff and Koelling (2008) determined the absence of dialogic principles on the website while Waters, Burnett, Lamm, & Lucas (2009) determined the absence of indicators on the Facebook page. This affected the organization in such that five projects have been put on hold for lack of funds.";"To help resolve this, the researchers proposed a donor recruitment strategy. The message-framing theory by Das, Kerkhof,& Kuiper (2008) was applied extensively in the projects. The donor recruitment strategy included 1) a major revamp of the current website which the organization referred to as the communication tool that is used to reach donors, 2) an organizational video that narrated a success story coming from the organization's beneficiaries, 3) a Facebook campaign that served as the mechanism to draw the target audience to visit the website, and 4) an e-manual for the mentioned proposed projects, for sustainability purposes. Specifically for the Facebook campaign the proponents applied the Dragonfly effect model by Aaker and Smith (2010)."

Abstract Format

html

Language

English

Format

Print

Accession Number

TU21377

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

103, [8] leaves, illustrations, 28 cm.

Keywords

TAO-Pilipinas, Inc.--Public relations; Community development--Public relations--Philippines

Embargo Period

5-3-2021

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