Estrategias de marketing social para la captación de voluntarios para la Junta Cantonal de Cruz Roja de Arenillas.

Abstract

For the Arenillas Cantonal Board of the Red Cross, recruiting young volunteers is a strategic challenge. Although the institution has social recognition and a positive reputation in the community, this does not always translate into active participation. The purpose of this study was to suggest a comprehensive social marketing plan for volunteer recruitment at the Arenillas Red Cross. Methodologically, it was an exploratory and descriptive study with a mixed-methods approach. Using surveys conducted with 370 young people aged 16 to 34 from the Arenillas canton, quantitative and qualitative techniques were integrated, complemented by focus groups and document review. Descriptive statistics and thematic analysis were applied to the data. Approximately 77% of respondents identified their perception that the Red Cross has a positive impact on society, and on average, the desire to help the community was 4.28 as the main motivation. Time constraints due to studies or work were the dominant barrier (65.4 percent), and Instagram emerged as the preferred channel for recruitment (40 percent). The prospective intention to participate in the future was positive, with an average score of 3.96. The conclusion is that there is genuine interest in volunteering, but it needs to be transformed. Through human-centered, flexible, and digitally segmented communication strategies, this intention can become effective commitment.