Abstract:
Social Marketing is an approach wherein it applies the principles of business
marketing for changing behavior and addressing societal problems. This approach is mostly
used by non-profit and/or cause-oriented organizations which aspire to resolve innumerable
social issues and improve the people's quality of life.
In that view, the researcher selected the religious non-profit cause-oriented
organization, Social Services and Development Ministry (SSDM) of Caritas Manila, Inc. in
the Manila District. It is a social marketing organization in the sense that it is not operated
for profit and it aims to develop the living conditions of people and empower the poor and
the disadvantaged groups as well
The researcher intended to determine whether Caritas — SSDM (Manila) is effective
with their social marketing approach in creating strategic partnerships with their
volunteers. This would be evaluated mainly through the compatibility of the organization's
objectives and the volunteers’ motives.
The researcher utilized the survey process to obtain the working motives or
motivations of the volunteers in joining Caritas’ SSDM (Manila). She distributed self-administered
questionnaires (using the 4-pt. Likert Scale) to current and active volunteers of
SSDM (Manila). The study sample was the current and active volunteers who attended the
general assembly held last February 28, 2003 (Friday) in Our Lady of the Abandon Parish
Church in Santa Ana, Manila. These target respondents who were purposively sampled
were from 19 different parishes affiliated with Caritas.
The survey questionnaire reflected the six major motives in volunteering, which are
values, understanding, enhancement, social, protective and career.
The tabulated results showed, through the rating scale that the researcher developed,
that all of the six domains of motivations to volunteer were the existing motives of the target
sample in volunteering in Caritas — SSDM. It was concluded that the values motive was the
primary concern of the study sample for it garnered the highest mean from all the six
motives. For the second highest mean, it was the understanding motive, which was closely
followed by the enhancement motive. The fourth, fifth and sixth domains were the
protective, social and career motives, respectively. On the one hand, the researcher also discussed and outlined the objectives of the
Caritas ~ SSDM Manila District which refer to the vision, mission and goals of the
organization.
The researcher concluded that the survey results gathered were compatible with the
objectives of the Caritas - SSDM Manila. The organization was able to create an
environment for its volunteers to help and achieve their own personal needs and wants as
well It seemed that the tasks of the volunteers were means of attaining their own goals.
The academe, the private sector and the government could do a lot in giving their
parts to solve the issues of poverty alleviation and unhealthy lifestyles. The government
should be vigilant also for organizations that would just take advantage of people aspiring to
progress.
It is also recommended by the researcher that it is time for the Filipino scholars to
develop a social -marketing approach and principles such as the assessment of the
effectiveness of the social marketing approach of institutions in the context of the current
conditions of the Philippine society and the Filipino culture. Furthermore, there should be a
broader understanding of the motivations of the Filipino people regarding prosocial
behavior. Understanding and incorporating the Filipino values system in the concerns and
activities of the different sectors would aid them in effectively resolving conflicts, managing
social structures and creating productive relationships.
Lastly, the researcher mentioned that as a nation, everyone should be sincere and
show cooperation to combat this plague that has been inflicting our country for the longest
time. Social marketing organizations, particularly non-profit cause-oriented institutions,
should be supported so that others may have the chance to have better and peaceful lives.