A donor recruitment communication strategy for Resources for the Blind Inc.

• Main Authors: Chan, Kiara Denise M., Sevilla, Jason John E., Superable, Jamie Mae R.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Blind; Advocacy advertising > Philippines; Communication; Non-governmental organizations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/6390
• Institution: De La Salle University

Resources for the Blind, Inc. is a non-government organization that offers various programs and services for the visually impaired to aid them in living a normal life. RBI need donors to further sustain their programs and services however, their donor recruitment process and materials were targeted on a very broad audience and lacked on certain vital information and appealing designs. Due to this, the urgency and the message that RBI wants to communicate to potential donors are not clearly delivered resulting to low intention to donate from donors. The thesis proponent created an intervention through a Donor Recruitment Package consisting of the following: letter, brochure, bookmark, information sheet, and a testimonial video. This is complemented with a website and a Donor Recruitment Strategy Handbook. The intervention was based on the theoretical framework that focuses on Trust, Satisfaction, and Commitment as the drive to increase intention to donate. It was found that the created intervention was able to facilitate the key factors that the abovementioned framework has suggested. Furthermore, the organization was able to maximize the use of these materials through a handbook that contains strategic guidelines that instructs maintenance and sustainability of the entire Donor recruitment Package