A donor recruitment communication strategy for Resources for the Blind Inc.
Date of Publication
2016
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Organizational Communication
Subject Categories
Communication
College
College of Liberal Arts
Department/Unit
Communication
Thesis Adviser
Cheryll Ruth R Soriano
Abstract/Summary
Resources for the Blind, Inc. is a non-government organization that offers various programs and services for the visually impaired to aid them in living a normal life. RBI need donors to further sustain their programs and services however, their donor recruitment process and materials were targeted on a very broad audience and lacked on certain vital information and appealing designs. Due to this, the urgency and the message that RBI wants to communicate to potential donors are not clearly delivered resulting to low intention to donate from donors. The thesis proponent created an intervention through a Donor Recruitment Package consisting of the following: letter, brochure, bookmark, information sheet, and a testimonial video. This is complemented with a website and a Donor Recruitment Strategy Handbook. The intervention was based on the theoretical framework that focuses on Trust, Satisfaction, and Commitment as the drive to increase intention to donate. It was found that the created intervention was able to facilitate the key factors that the abovementioned framework has suggested. Furthermore, the organization was able to maximize the use of these materials through a handbook that contains strategic guidelines that instructs maintenance and sustainability of the entire Donor recruitment Package
Abstract Format
html
Language
English
Format
Accession Number
TU21371
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
55 leaves ; colored illustrations ; 28 cm.
Keywords
Blind; Advocacy advertising--Philippines; Communication; Non-governmental organizations
Recommended Citation
Chan, K., Sevilla, J. E., & Superable, J. R. (2016). A donor recruitment communication strategy for Resources for the Blind Inc.. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/6390
