An integrated marketing communications campaign for Make-A-Wish Foundation Philippines
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ID: 286783
2022
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Abstract
Established in 2000, Make-A-Wish Foundation Philippines is the first and only non-profit wish-granting foundation in the country. It is an affiliate of Make-A-Wish International, the largest wish-granting organisation in the world. The Foundation grants the wishes of children with critical illnesses to enrich the human experience with hope, strength and joy. Make-A-Wish Foundation Philippines is a nonprofit organization that makes up the nonprofit sector which is also often referred to as the philanthropic sector. According to a study conducted by Mastercard, about one of every five Filipinos donates to charity. As stated in the mastercard study, 47.7 percent of the Filipino respondents contribute to charity. In addition to that, Filipinos are among the most generous people in the world, according to a new study made by a charity foundation. Even while the world has become a less generous place, the Philippines was among the top 5 nations devoting the most amount of time to charity work, with the country having the largest number of people in Southeast Asia volunteering their time, the UK-based Charities Aid Foundation (CAF) said. (ABS-CBN, 2012) Make-A-Wish Foundation is one of the most established non profit organizations in the world. In the study conducted, the majority of the respondents recognize the brand even if they haven’t experienced donating to Make-A-Wish. To further understand the perception, behavior, and preferences of the target market, surveys on the Usage, Attitude, and Image (UAI) and Theory of Planned Behavior (TPB) were distributed, and interviews were conducted. The study was able to gather 429 respondents for the UAI and TPB survey, and 6 participants for the interview. Based on the data gathered, Make-A-Wish Foundation is not the top-of-mind non-profit organization in the Philippines for most of the survey respondents and interview participants, the majority answered UNICEF as their top of mind NGO. To deepen the understanding, different factors were tested to identify which variables affect the intention to donate to non-profit organizations. To briefly discuss the results, The niche market of Make-A-Wish Foundation is mostly composed of individuals in their late 20s and early 30s who are employed in private organizations. This target demographic’s behavior and intention in contributing to a non profit organization is greatly affected by attitude, self-supported behavior, perceived behavioral control, moral norm and subjective norm. In crafting the marketing strategy of the foundation, perception on these 5 substantial TPB factors must be of great consideration. Focusing on
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| Authors | Inolino, Lystria Felin T. |
| Journal | Malay Journal |
| Year | 2022 |
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