Social marketing and its relationship with Fundraising in the donors of Asociación Sayariy Resurgiendo, Trujillo-2023 (#783)

Authors

Aguilar Aragón, Nancy Deifilia

Rodriguez Rodriguez, Sandra Briggitte

Valladares Gamboa, Grisel Ruth

Alva Morales, Jenny

Abstract

The research aimed to determine the relationship between social marketing and fundraising among donors of the Sayariy Resurgiendo Association, Trujillo-2023. This applied study utilized a non-experimental descriptive correlational cross-sectional design, with a sample of 50 national and international donors who contribute resources to the organization's activities and voluntarily consented to participate in the research. They were assessed through a questionnaire comprising 29 items. The results revealed a moderate positive relationship between social marketing and fundraising among donors of the Sayariy Resurgiendo Association, Trujillo-2023, supported by a Spearman's Rho correlation coefficient of 0.657 and a significance value of 0.000. This leads to the conclusion that these findings not only contribute to understanding the dynamics between social marketing and fundraising but also suggest tangible opportunities to enhance the effectiveness of fundraising strategies in organizations like the Sayariy Resurgiendo Association. Upon implementing these improvements, there is the potential to positively impact families and communities in vulnerable situations, allowing for a more significant and beneficial contribution to the organization's mission and objectives.