Communication Strategies for Involving the Moscow Youth in Volunteer Activities

Student: Ruchkina Polina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

Young people make up one third of the population of Moscow. According to research 75% of them are willing to selflessly help the business for the benefit of society - to become a volunteer. Nevertheless, there is a percentage of young people who do not know about the activities of voluntary organizations. Moreover, nowadays, Generation Y is more immersed in online and virtual world - the Internet becomes the most important channel. The purpose of this work is to identify possible motives of the young audience for joining to the volunteer organization and according to the results develop recommendations for an effective communication strategy to attract men aged between 18-30. The paper identified a number of factors impeding communication, as well as the main reasons to participate in volunteer activities.

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