An online volunteer recruitment campaign for Association de Damas de Filipinas, Inc.

Date of Publication

2016

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

College

College of Liberal Arts

Department/Unit

Communication

Thesis Adviser

Cheryll Ruth Soriano

Defense Panel Chair

Cheryll Ruth Soriano

Defense Panel Member

Carlo Figueroa

Bea Ruiz

Norman Zafra

Abstract/Summary

This thesis focuses on enhancing the volunteer recruitment strategy of Association de Damas de Filipinas, Inc. (ADFI), a child care facility for disadvantaged children. An initial communication audit showed that ADFI's strategy for recruiting potential youth volunteers for its Kapatid Program was ineffective because its volunteer recruitment platforms were unable to effectively communicate messages that could strengthen a person's intention to volunteer and potentially lead to actual volunteering behavior. Using the theory of planned behavior and a gain framed persuasive appeal, the thesis involved the development of volunteer recruitment messages conveyed via a multi-modal online campaign (Facebook and website) targeted at youth volunteers aged 18-25. A post campaign assessment showed that the campaign helped influence potential volunteers' positive attitude towards volunteering for ADFI, saw volunteering for ADFI as a socially acceptable activity (subjective norm) and that they were capable of being an ADFI volunteer (perceived behavioral control). Comparing pre-and post-campaign survey results showed a significant increase in intention towards being an ADFI volunteer. The campaign also resulted in 17 young people signing up as volunteers for the organization.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU19909

Shelf Location

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

Physical Description

56 leaves : illustrations (some color) ; 28 cm.

Keywords

Voluntarism--Philippines; Young volunteers--Philippines; Association de Damas de Filipinas, Inc

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