Visualizing a new virlanie: Stewarding donor relations for a child welfare organization through an applied social media manual
Date of Publication
3-25-2025
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
Maysa S. Arabit
Defense Panel Chair
Jan Michael Alexandre C. Bernadas
Defense Panel Member
Ruepert Jiel D. Cao
Norman S. Zafra
Jimmy A. Domingo
Abstract (English)
Virlanie’s external orgcom problem is rooted in public relations and communicating with their external publics. They struggle with optimizing their social media channels to elicit donations from their target donors, millennials (aged 28-43), to sustain the organization's aid programs. Guided by Kelly’s (2001) ROPES Model, specifically its application of stewardship (reciprocity, responsibility, reporting, and relationship nurturing) in public relations, which aims to deepen organization-donor relationships to encourage repeat donations and ongoing participation. The production will also be guided by Fox and McEwan’s (2017) social affordances of communication channels scale to assess Virlanie’s use of their social media sites which can attract donors and ultimately maintain current advocacy efforts.
Abstract Format
html
Abstract (Filipino)
n/a
Abstract Format
html
Language
English
Format
Electronic
Keywords
Nonprofit organizations; Charities; Social media
Recommended Citation
Abiera, C. D., Blanca, A. M., & Sy, J. C. (2025). Visualizing a new virlanie: Stewarding donor relations for a child welfare organization through an applied social media manual. Retrieved from https://animorepository.dlsu.edu.ph/etdb_comm/250
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Embargo Period
4-17-2025
