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Development of Fundraising Program Via Social Media for Hospicio de San Juan de Dios using the SOSTAC Model A Thesis Proposal Presented to the Faculty of Bulacan State University College of Arts and Letters In Partial Fulfillment of the Requirements for the Degree of Bachelor of Arts in Broadcasting by Bombay, Elijah Jamina C. Capili, Erwin C. De Guzman, Andrei D. Gregorio, Marie Ashley Reine T. Liboon, Michael C. Marcelo, Stephanee Rose M. Margen, Sweet Brien A. Santos, Christian Dave C. BAB 4B May 2023
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction One of the areas of health that receives the least attention globally is mental health. The neglect of mental health has occurred for several reasons, including the fragmented and outdated system of service. These include the mental health services provided in psychiatric facilities, the significant lack of preventative mental health care, the slow implementation of policy reforms, and a shortage of human resources (Kovacevic, 2021). Mental health issues are a growing concern globally, and the Philippines is no exception. According to the World Health Organization (WHO), the Philippines was ranked as the third- highest in terms of mental health issues within the Western Pacific Region (Dela Peña, 2022). Additionally, mental, neurological, and substance-related disorders constitute the third most prevalent category of disabilities in the Philippines. Furthermore, according to the Department of Health, the Philippine World Health Organization (WHO) Special Initiative for Mental Health in 2020 revealed that over 3.6 million Filipinos have at least one mental, neurological, or substance use disorder (Maravilla et al., 2021). This number may be higher since many Filipinos rarely seek professional health because of social and economic barriers, as Dela Pena (2022) noted. Unfortunately, the rate of seeking help for mental health issues remains low among Filipinos, as pointed out by Martinez et al. (2020). Given these data, mental health programs have significantly increased to address the global predominance of mental disorders previously overlooked by healthcare systems. To date, 44 groups in the Philippines are working to provide palliative and hospice care to those suffering from chronic and terminal illnesses, particularly those from unprivileged or
benchmarking to understand how to improve their operation, point out their relative position in the field, and improve their methods to enhance results, procedures, and fundraising strategies. With this, benchmarking can inform almost every strategic plan and decision, including conducting performance measurement and improvement, understanding and evaluating potential strategic alliances, and developing funding models. Also, according to Quiambao (2018), to assess the nonprofit's effectiveness in fulfilling its objective, benchmarking is an insightful and analytical method that can help in doing so. walang maayos na transition: from benchmarking, biglang talon sa Hospicio, anong connection nilang dalawa? For almost 50 years, a classified non-government organization (NGO) has been providing free services for abandoned mentally challenged individuals, the Hospicio De San Juan De Dios. The hospice depends on regular benefactors and occasional donors from different social brackets. San Juan De Dios treats men with a wide range of mental health issues, including drug- induced psychosis, depression, personality disorders, severe mental retardation, and epilepsy, with schizophrenia accounting for most cases. It is a charitable institution that serves as a home for mentally challenged individuals. Despite their advocacy and good intentions, the Hospicio De San Juan De Dios still experiences problems, mainly the lack of funds, resulting in outdated facilities. Moreover, there is a lack of volunteers and "brothers" who extend help, assistance, and support. Raising funds or donations is the main backbone of an orphanage or a charitable institution (Padilla et al., 2023). Unlike other orphanages or organizations here in the Philippines, the Hospicio de San Juan de Dios does not have international funding, so they greatly rely on the donations provided by the local community.
In addition, according to Bhati & McDonnell (2020), nonprofits have many options for designing, implementing, and supporting successful fundraising campaigns through social media platforms. However, Hospicio does not have a social media Facebook page to help communicate the organization's details and what the institution needs, which varies in different categories such as money, food, medicine, and especially volunteers. Social media platforms can help public health advocacy organizations reach a broad audience, according to Bail (2016). Social media and the development of a new health culture have the power to influence both offline and online behavior in the field of advocating donations. As per Knox & Wang (2016), because non-profit organizations have limited funds, they must go beyond their limitations by securing financial support from donors and establishing solid relationships built on trust, meaningful impact, and a clear mission. Additionally, according to Cockrill and Parsonage (2016), individuals frequently extend assistance to others based on their emotional states, with negative emotions such as sadness, fear, or distress increasing their inclination to offer help. However, research by Albouy (2017) and Rijn et al. (2017) revealed that inducing feelings of guilt through the presentation of negative stimuli proves to be a more effective method for motivating people to assist compared to presenting positive stimuli. Thus, this study aims to create and develop a fundraising program to help the institution with its primary problem, which is the lack of funding, alongside the vast improvement of awareness about mental health. It utilizes social media as a platform to produce online campaign materials that will promote the fundraising program that highlights the understanding and empathy toward mentally challenged individuals. Given the prevalence of social media use among individuals of all ages and backgrounds, it is vital. By working with this non-government institution, the study also aims to provide a more holistic understanding of the challenges and
- How may the developed fund raising program be evaluated based on the following criterias: 3.1 Growth 3.2 Involvement; 3.3 Visibility 3.4 Efficiency and 3.5 Stability include questions regarding sa challenges or factors na kinakaharap ng Hospicio in terms of funding, facility maintenance, promotion, etc.
Significance of the Study The researchers’ quest to use the SOSTAC model in the development of a fundraising program for Hospicio De San Juan De Dios will benefit the following: Hospicio De San Juan De Dios. Being a charitable institution, a home for abandoned mentally challenged individuals that experiences a problem with lack of funding. This study will help them to develop a sustainable fundraising program that can be held yearly for the institution. Mental Health Advocates. As groups of people who promote the human rights of persons with mental disorders and reduce stigma and discrimination. This study will benefit mental health advocates to widen their knowledge about fundraising programs resulting in a wide range of opportunities for them to help mentally ill people. Mentally Ill People. Being the ones who have a psychiatric disorder or another disease that significantly affects their mental health and requires treatment or supervision. This study will benefit mentally ill people by raising awareness and increasing motivation for them to ask for help and receive the assistance and treatment they need. Non-Mentally Ill People. Being the ones who rely on the media due to lack of personal experience with mental illnesses. This study will widen their understanding about the experiences of mentally ill people and the needs of a mental institution that helps them.
Non-Government Organizations (NGO) and Local Government Units (LGU). As groups of people who strive to serve the Filipino community. This study will serve as a call to action for NGOs and LGUs by giving them insights into what they can do to support the Hospicio De San Juan De Dios and other institutions in Bulacan that assist mentally challenged individuals, emphasizing the importance of focused mental health services and programs for children and adolescents. Scope and Delimitation This study aims to develop a fundraising program for Hospicio De San Juan De Dios via social media using the SOSTAC Model. The lack of funds is the reason for the other problems in the institution to occur, such as outdated facilities and lack of funds for medications used to treat and control mental health disorders. The researchers will ask ____ respondents from Bocaue, Bulacan using a self-made questionnaire to describe the profile of the target donors in terms of age, gender, occupation, monthly income, awareness about Hospicio de San Juan de Dios, experiences of donation, reasons why they do and do not donate, frequency of donating, and how much are they willing to donate? The researchers will also benchmark international and/or national humanitarian or charitable organizations which are devoted to improving the lives of different sectors of the community; the selected organizations majorly rely on donations to sustain their programs which is also similar to the objective of the study. The purpose of benchmarking is to obtain information about the best practices of other organizations in developing fundraising programs. According to Canare 2000, Benchmarking goes beyond simply adopting or copying best practices from others. It is about what an organization can do to change things with the resources
it has. Hence, the researchers believe that benchmarking these kinds of organizations will greatly help in the success of the study. Following this is the consultation with the following: One (1) social media expert, one (1) advertising expert, and one (1) technical consultant will be interviewed as their inputs as experts in their corresponding fields will be crucial and beneficial in the development of the fundraising program for Hospicio de San Juan de Dios via Social Media. Definition of Terms Benchmarking. The process of determining the highest standards of excellence for products, services, or processes—commonly referred to as "best practices"—and then making the necessary adjustments to meet those standards is the essence of benchmarking. (Bhutta & Huq, 1999). This process will be conducted by the researchers to know the best practices of the organizations who already succeed in their fundraising programs. Fundraising program. is the entire strategy, objectives, tactics, case, and needs of an organization or institution. It is generally defined in terms of timeframe and specific opportunities for funding; a campaign's schedule (Ramesh, 2010). This will be essential for the survival of a community when there is low support from the government just like Hospicio de San Juan de Dios. Mental health. It is a state of mind characterized by emotional well-being, good behavioral adjustment, relative freedom from anxiety and disabling symptoms, and a capacity to establish constructive relationships and cope with the ordinary demands and stresses of life (Dictionary of Psychology). Since one of the researchers' aim is to raise awareness on mental health, in the study, it will be one of the topics that will be included in the campaign materials.
REFERENCES:
American Psychological Association. (n.d.). Mental health. https://www.apa.org/topics/mental-health Bail, C. A. (2016). Cultural carrying capacity: Organ donation advocacy, discursive framing, and social media engagement. Social Science & Medicine, 165, 280–288. https://doi.org/10.1016/j.socscimed.2016.01. Bhati, A., & Hansen, R. K. (2020). A literature review of experimental studies in fundraising. Journal of Behavioral Public Administration, 3(1). https://doi.org/10.30636/jbpa.31. De Castro, M.,. (2022). Best Charitable Institutions to Donate to in the Philippines. Grit PH. https://grit.ph/charitable-institutions Dela Peña K. (2022). Mental health day: the need to refuse a ticking time bomb for millions. Inquirer.net https://newsinfo.inquirer.net/1677897/mental-health-day-the-need-to- defuse-a-ticking-time-bomb-for-millions Ensor, K. (2022b, May 6). Social Media Fundraising: Tips & Examples for Modern Nonprofits. Nonprofit Blog. https://donorbox.org/nonprofit-blog/social-media-fundraising
Folger, J. (2023). Non-Governmental Organization (NGO)? Definition, Example, and How it Works. Investopedia. https://www.investopedia.com/ask/answers/13/what-is-non- government-organization.asp Forgeard V. 2022) What does social engagement mean?. Brillantino https://brilliantio.com/what-does-social-engagement-mean/ Healthdirect. (2022, February 18). Mental illness. https://www.healthdirect.gov.au/mental-illness Kovacevic, R. (2023, May 22). Mental health: lessons learned in 2020 for 2021 and forward. World Bank Blogs. https://blogs.worldbank.org/health/mental-health-lessons-learned- 2020-2021-and-forward Love C.K (2018) Nonprofit Fundraising Strategies to Provide Quality Sustainable Services https://scholarworks.waldenu.edu/cgi/viewcontent.cgi? article=6148&context=dissertations&fbclid=IwAR3jZ1gluFEK2KcKXJjEAqcVTbxT0ZU7RM W_TNtcisUEYOiqLJP_4pDjJ1g Nonprofit Workforce Shortages: A Crisis That Affects Everyone. (2023, March 22). National Council of Nonprofits. https://www.councilofnonprofits.org/reports/nonprofit- workforce-shortages-crisis-affects-everyone Mental Illness and Stigma. (2022, January 4). Verywell Mind. https://www.verywellmind.com/mental-illness-and-stigma-
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter provides an overview of the literature and studies relevant to the research topic, gathered from both local and foreign sources. Additionally, all related theories will be discussed to establish a strong foundation for the research. These concepts will be used to formulate the theoretical and conceptual framework as they aid in a better comprehension of the backbone and key concepts of the research. Related Theories The ideas of this study were derived from three theories: Social Awareness Theory , which emphasizes the role of communication in creating effective campaigns; Social Marketing Theory , which seeks to merge marketing principles and tools with socially beneficial concepts; Development Communication Theory , which highlights the use of media to promote behavior and social change. Moreover, The GOST Model is used to serve as a structure for creating engaging content through digital marketing plans. These theories and models were applied in the research. Social Awareness Theory Social Awareness Theory is a multifaceted component of human competence,
encompassing the capacity to understand people, social events, and the procedures involved in managing social events (Greenspan, 1981). It is a cognitive component of human competence that involves interpersonal understanding, with a hierarchical structure that includes social sensitivity, social insight, and social communication. Physical and emotional competence and conceptual and practical intelligence are also part of a larger model of personal competence that includes social awareness. The first component of the theory is social sensitivity which involves showing empathy to other people. The second component is social insight, which involves the psychological, social, and moral dimensions of social comprehension and judgment. Psychological insight refers to an individual's ability to understand their own emotions and mental states, while social comprehension involves understanding the emotions and mental states of others. Moral judgment involves the ability to evaluate the rightness or wrongness of social situations from a moral perspective. The third component of social awareness is social communication, which includes the subdomains of social problem-solving and referential communication (McGrew, 2008). In line with the statements indicated above, the researchers can utilize this to create effective campaign materials for the institution's social media platforms. By understanding the different components of social awareness such as social sensitivity, social insight, and social communication, the researchers can craft messages that resonate with their audience and influence their emotions, mental states, and moral perspectives. This will help to increase the effectiveness of the campaigns, drive engagement on social media, and raise awareness of mental health issues.
will first identify their target audience and their characteristics such as demographics, psychographics, and behavior patterns. Once they have a clear understanding of their audience, they will develop messaging and interventions that are relevant and appealing to the audience, based on their needs, desires, motivations, and history. Through feedback and data analytics, they can refine their campaigns to improve social media engagement and awareness of the hospice’s services. Development Communication Theory Development Communication Theory uses media to promote a nation's development or assist its target population. It aims to foster critical consciousness that can be about autonomy, responsibility for one's actions, and social consciousness for good judgments and social relations (Bajracharya, 2018). The term "development communication" refers to the use of communication for social development and effective marketing and public opinion research (University of Calcutta, 2012). The theory emerged from the Sender-Message-Channel-Receiver (SMCR) model's mechanism and the notion of individuals as targets to be affected. Today, the theory aims to encourage economic expansion and create incentives to improve people's well-being through technologies of development communication. The model gained recognition for its application in underdeveloped and developing countries and became possible for social change with the introduction of the principle of participation, including interpersonal communication as the foundation of community participation in freedom from societal injustice (Rajan, 2020; McAnany, 2012).
Information, Education, and Communication (IEC) is a critical element of Development Communication theory that emphasizes promoting behavior and social change through participatory communication approaches. In the context of IEC, the goal is to provide information and knowledge to a target audience and promote behavior change. This is achieved through various communication tools such as brochures, posters, documentaries, and social media platforms (Bajracharya, 2018). IEC programs can be tailored to meet specific needs and goals, and it plays an essential role in promoting awareness, reducing stigma, and improving knowledge and understanding of various issues. The Development Communication theory is highly relevant as it highlights the researchers’ goals. They can utilize participatory communication approaches such as IEC programs – brochures, publication materials, and documentaries that will provide information and knowledge to their target audience about mental illnesses. Additionally, social media platforms can also be incorporated into their communication strategy to reach a wider audience and encourage engagement with their partner institution. The researchers can also consider the principle of participation in the theory by involving their key informants in the design and production of campaign materials. This can be done through their focus groups that allow for co-creation and feedback, which can improve the effectiveness and relevance of the campaign materials. Overall, Development Communication Theory can guide the study in adopting a holistic and participatory approach that prioritizes the needs and perspectives of the target audience in creating effective campaign materials.
