An online volunteer recruitment campaign for Association de Damas de Filipinas, Inc.

• Main Authors: Abad Santos, Waldo Raphael T., Catapang, Mia Claire L., Garcia, Elmira Nina Da
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Voluntarism > Philippines; Young volunteers > Philippines; Association de Damas de Filipinas, Inc
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/8647
• Institution: De La Salle University

This thesis focuses on enhancing the volunteer recruitment strategy of Association de Damas de Filipinas, Inc. (ADFI), a child care facility for disadvantaged children. An initial communication audit showed that ADFI's strategy for recruiting potential youth volunteers for its Kapatid Program was ineffective because its volunteer recruitment platforms were unable to effectively communicate messages that could strengthen a person's intention to volunteer and potentially lead to actual volunteering behavior. Using the theory of planned behavior and a gain framed persuasive appeal, the thesis involved the development of volunteer recruitment messages conveyed via a multi-modal online campaign (Facebook and website) targeted at youth volunteers aged 18-25. A post campaign assessment showed that the campaign helped influence potential volunteers' positive attitude towards volunteering for ADFI, saw volunteering for ADFI as a socially acceptable activity (subjective norm) and that they were capable of being an ADFI volunteer (perceived behavioral control). Comparing pre-and post-campaign survey results showed a significant increase in intention towards being an ADFI volunteer. The campaign also resulted in 17 young people signing up as volunteers for the organization.