A donor recruitment strategy for TAO-Pilipinas

TAO-Pilipinas, which stands for Technical Assistance Organization (TP), is a non-stock, non-profit, non-government organization that aims to assist urban and rural poor communities in the physical planning, development, and management of their communities.;"Results of the audit revealed that TA...

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Main Authors: Hao, Pauline Ruth M., Santos, Camille Julienne O.
Format: text
Language:English
Published: Animo Repository 2016
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Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/5523
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Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_bachelors-6072
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spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-60722021-05-03T09:01:28Z A donor recruitment strategy for TAO-Pilipinas Hao, Pauline Ruth M. Santos, Camille Julienne O. TAO-Pilipinas, which stands for Technical Assistance Organization (TP), is a non-stock, non-profit, non-government organization that aims to assist urban and rural poor communities in the physical planning, development, and management of their communities.;"Results of the audit revealed that TAO Pilipinas failed to maximize their website, the only platform to encourage individual potential donors, in communicating their need for funds. The potential of websites as a relationship building tool for charitable fundraising NPOs by Ingenhoff and Koelling (2008) determined the absence of dialogic principles on the website while Waters, Burnett, Lamm, & Lucas (2009) determined the absence of indicators on the Facebook page. This affected the organization in such that five projects have been put on hold for lack of funds.";"To help resolve this, the researchers proposed a donor recruitment strategy. The message-framing theory by Das, Kerkhof,& Kuiper (2008) was applied extensively in the projects. The donor recruitment strategy included 1) a major revamp of the current website which the organization referred to as the communication tool that is used to reach donors, 2) an organizational video that narrated a success story coming from the organization's beneficiaries, 3) a Facebook campaign that served as the mechanism to draw the target audience to visit the website, and 4) an e-manual for the mentioned proposed projects, for sustainability purposes. Specifically for the Facebook campaign the proponents applied the Dragonfly effect model by Aaker and Smith (2010)." 2016-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/5523 Bachelor's Theses English Animo Repository TAO-Pilipinas, Inc.--Public relations Community development--Public relations--Philippines Organizational Communication
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic TAO-Pilipinas, Inc.--Public relations
Community development--Public relations--Philippines
Organizational Communication
spellingShingle TAO-Pilipinas, Inc.--Public relations
Community development--Public relations--Philippines
Organizational Communication
Hao, Pauline Ruth M.
Santos, Camille Julienne O.
A donor recruitment strategy for TAO-Pilipinas
description TAO-Pilipinas, which stands for Technical Assistance Organization (TP), is a non-stock, non-profit, non-government organization that aims to assist urban and rural poor communities in the physical planning, development, and management of their communities.;"Results of the audit revealed that TAO Pilipinas failed to maximize their website, the only platform to encourage individual potential donors, in communicating their need for funds. The potential of websites as a relationship building tool for charitable fundraising NPOs by Ingenhoff and Koelling (2008) determined the absence of dialogic principles on the website while Waters, Burnett, Lamm, & Lucas (2009) determined the absence of indicators on the Facebook page. This affected the organization in such that five projects have been put on hold for lack of funds.";"To help resolve this, the researchers proposed a donor recruitment strategy. The message-framing theory by Das, Kerkhof,& Kuiper (2008) was applied extensively in the projects. The donor recruitment strategy included 1) a major revamp of the current website which the organization referred to as the communication tool that is used to reach donors, 2) an organizational video that narrated a success story coming from the organization's beneficiaries, 3) a Facebook campaign that served as the mechanism to draw the target audience to visit the website, and 4) an e-manual for the mentioned proposed projects, for sustainability purposes. Specifically for the Facebook campaign the proponents applied the Dragonfly effect model by Aaker and Smith (2010)."
format text
author Hao, Pauline Ruth M.
Santos, Camille Julienne O.
author_facet Hao, Pauline Ruth M.
Santos, Camille Julienne O.
author_sort Hao, Pauline Ruth M.
title A donor recruitment strategy for TAO-Pilipinas
title_short A donor recruitment strategy for TAO-Pilipinas
title_full A donor recruitment strategy for TAO-Pilipinas
title_fullStr A donor recruitment strategy for TAO-Pilipinas
title_full_unstemmed A donor recruitment strategy for TAO-Pilipinas
title_sort donor recruitment strategy for tao-pilipinas
publisher Animo Repository
publishDate 2016
url https://animorepository.dlsu.edu.ph/etd_bachelors/5523
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