Date of Publication

3-24-2025

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 Advisor

Carlo Magno P. Figueroa

Defense Panel Chair

Norman S. Zafra

Abstract (English)

Volunteers are key stakeholders that keep the advocacy and non-governmental organizations alive. Urban Farmers PH relies significantly on these volunteers for its operational sustainability and a wider, more effective outreach. However, extensive communication audits revealed that Urban Farmers PH is not able to communicate consistently with volunteers due to multiple responsibilities, which leads to volunteers being inactive and feeling disconnected with the organization. This thesis addresses the observed communicative gap in volunteer communication, directly tackling Urban Farmers PH’s organizational communication problem, which is the absence of formal volunteer communication and retention strategies. To manage said organizational communication problem, the researchers utilized Organization-Public Relationship (OPR) Theory by Hon and Grunig (1999) to create a volunteer communication and retention campaign to effectively communicate with and increase volunteer retention. The implemented strategies included (1) feedback and consultation forms, (2) distribution of communication resources, (3) an in-person interactive onboarding session, and (4) a volunteer communication and retention manual. These measures were conceptualized to embed control mutuality, trust, satisfaction, and commitment among volunteers, aligning with the principles of the OPR theory. The evaluation of these efforts demonstrated increased retention attributed to the established formal communication. However, the low response rate to feedback mechanisms suggested the need for further improvements. Recommendations include adjusting feedback systems as necessary and consistently incorporating interactive events and visual tools.

Abstract Format

html

Abstract (Filipino)

"-"

Abstract Format

html

Language

English

Format

Electronic

Keywords

Volunteers; Communication in organizations

Upload Full Text

wf_yes

Embargo Period

4-16-2026

Download

Available for download on Thursday, April 16, 2026

Share

COinS