An integrated marketing communications campaign for SPECS Foundation Inc.

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ID: 286733
2024
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Abstract
In the heart of community upliftment lies the soul-stirring narrative of SPECS Foundation Inc. Born from a vision to ignite change in the poverty landscape and sow seeds of empowerment among our high-risk youth, SPECS embarks on a voyage marked by determination and transformative change. According to the World Bank (2022), poverty is characterized as a state of well-being deprivation, involving low incomes and the incapacity to access essential needs and services crucial for survival with dignity. Poverty encompasses diminished levels of health and education, limited representation, inadequate physical security, restricted access to clean water and sanitation, and a lack of capacity and opportunities for improving one's life. Since 1987, this Philippines-based non-governmental organization has been changing the lives of impoverished children and families in the streets of Pasay, Paranaque, Cavite, and most recently, Angono, Rizal. To eradicate poverty in their own methods, SPECS extends their help through their Residential Care Program, Community and Outreach Program, Educational Sponsorship Program and Crisis Response Program. In their three decades of charitable endeavors, the organization is now at its maturity stage, (Gartner, 2020) seeking for sustainability and loyalty among its mission-partners as a well-established nonprofit organization. In pursuit of this however, it is inevitable that donor fatigue poses a significant challenge for nonprofit organizations, impacting fundraising efforts and institutional resilience. Given this perspective, this integrated marketing communications campaign aims to develop and market a membership program for SPECS Foundation that is backed by research and comprehensive, creative marketing strategies. This program will help the organization stand stronger and unfalteringly with tenacity against donor fatigue, competition, and other external challenges. Among its four revenue streams, this campaign will specifically target donors and volunteers who are Filipino advocates aged 22 to 55 years old sharing the mission of poverty and abuse alleviation among our youth. Through a mixed-methods research approach, utilizing a quantitative study with 200 respondents fitting the organization’s target demographics and a qualitative study among 11 focus group discussion participants, preferences and perspectives on intent to join a nonprofit organization’s membership program were meticulously investigated. Social Exchange Theory by Homans and Blau was used as a foundation in designing the research instruments in the attempt to identify the influence of trust and reciprocity of intrinsic and extrinsic benefits to donors and volunteers’ contributions to nonprofits, as mediated by communication effectiveness. These insights were analyzed using regression analysis for the survey and thematic analysis
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Authors Macatangay, Elysha Marie C.
Journal Malay Journal
Year 2024
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/107
Keywords Keywords not found

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