Donor recruitment materials for Batang Munti Foundation

• Main Authors: Dayrit, Maria Karina Izabel C., Marquez, Beatrice Ysabel G., Velarde, Jodel Rose M.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Batang Munti Foundation, Inc. > Benefactors; Nonprofit organizations > Philippines; Organizational change; Batang Munti Foundation, Inc; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/6344
• Institution: De La Salle University

Non-profit organizations (NPO) such as Batang Munti Foundation (BMF), struggle in sustaining their operations due to the lack of funding. BMF, specifically, provides malnourished children in Muntinlupa supplemental nutrition and educational scholarships however, they are currently having trouble finding sufficient donors. BMF's donor recruitment process and materials were assessed using qualitative and quantitative methods through content analysis, as well as structured and unstructured interviews with organization and its current and potential donors. Results of the communication audit show that the organization's donor recruitment materials prove to be ineffective in getting potential donors. This is affirmed by the receiver audit in which the claim that the materials lack the appeal that would make them donate to the organization. With this, the proponents proposed to do a revamp of their current donor recruitment materials (electronic direct email (EDM), brochure, and website) using the framework of Waters (2009) in order to make an effective recruitment strategy. This included an added supplemental video, guide, and seminar to guide the organization on how to successfully utilize the materials to recruit donors. Lastly, business organizations in Metro Manila that have members who fit the target of donors of BMF were tapped. Organizations that were willing to partner with BMF sent the EDM containing the brochure and website link (including the video) to it members (specifically targeting individual donors) in order to widen their reach for potential donors. Addressing the communicative problems as such of other NPOs can contribute in the fulfillment of their respective advocacies, and increase the life of NPOs in the Philippines in the long run.