Donor recruitment materials for Batang Munti Foundation

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

Defense Panel Member

Miguel Q. Rapatan, FSC

"Carlo Figueroa

Jake Ruiz

Norman Zafra

Abstract/Summary

Non-profit organizations (NPO) such as Batang Munti Foundation (BMF), struggle in sustaining their operations due to the lack of funding. BMF, specifically, provides malnourished children in Muntinlupa supplemental nutrition and educational scholarships however, they are currently having trouble finding sufficient donors. BMF's donor recruitment process and materials were assessed using qualitative and quantitative methods through content analysis, as well as structured and unstructured interviews with organization and its current and potential donors. Results of the communication audit show that the organization's donor recruitment materials prove to be ineffective in getting potential donors. This is affirmed by the receiver audit in which the claim that the materials lack the appeal that would make them donate to the organization. With this, the proponents proposed to do a revamp of their current donor recruitment materials (electronic direct email (EDM), brochure, and website) using the framework of Waters (2009) in order to make an effective recruitment strategy. This included an added supplemental video, guide, and seminar to guide the organization on how to successfully utilize the materials to recruit donors. Lastly, business organizations in Metro Manila that have members who fit the target of donors of BMF were tapped. Organizations that were willing to partner with BMF sent the EDM containing the brochure and website link (including the video) to it members (specifically targeting individual donors) in order to widen their reach for potential donors. Addressing the communicative problems as such of other NPOs can contribute in the fulfillment of their respective advocacies, and increase the life of NPOs in the Philippines in the long run.

Abstract Format

html

Note

Sample brochure inserted in pocket

Language

English

Format

Print

Accession Number

TU17337

Shelf Location

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

Physical Description

112 leaves : illustrations (some color) ; 28 cm + ; 1 computer disc (4 3/4 in.)

Keywords

Batang Munti Foundation, Inc.--Benefactors; Nonprofit organizations--Philippines; Organizational change; Batang Munti Foundation, Inc

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