A Study of the Communication Strategy Employed by MDF in the Implementation of Community Mortgage Program

Abstract

This study sought to examine the communication strategy employed by Muntinlupa Development Foundation (MDF) in implementing Community Mortgage Program (CMP). Specifically, the study aimed to: 1) determine the effectiveness of the communication strategy, as viewed by the CMP beneficiaries; 2) determine the level of exposure of CMP beneficiaries to the communication strategy employed in implementing CMP; 3) determine the communication method/s preferred by the CMP beneficiaries; and 4) find out what factors might have influenced CMP beneficiaries’ preference for communication method/s.

Systematic random sampling was used in selecting the respondents for the study. They were chosen from the list of CMP beneficiaries per Community Association (CA), with names arranged in alphabetical order. A one-shot survey was employed on respondents representing a cross-section of the 427 CMP beneficiaries from the three Cas assisted by MDF, all located in the City of Muntinlupa. Respondents were individually interviews using the interview schedule. Information from the survey of CMP beneficiaries was supplemented by focus group discussions with MDF technical staff and the review of secondary sources. Results of the study revealed that MDF information dissemination activities on CMP were not regarded as separate communication strategy in the implementation of the program. It was part of the community organizing effort of MDF under its Community Building Program (CBP). All of the CMP beneficiaries were not involved in the design of the communication strategy nor in the formulation of message content, methods, and strategy.

Exposure of CMP beneficiaries to the communication strategy was often limited to individual involvement as participants in information dissemination activities; however, a few served as facilitators. Their assessment of MDF’s communication strategy, in general, was favorable. Majority of the respondents found such strategy effective and the competence level of MDF technical staff very good.

All the respondents were familiar with CMP – its basic features, documentary requirements, program activities, and guidelines. This could have been due to the fact that all of them were CMP beneficiaries. Respondent favored interpersonal communication more than the mass media as sources of information on CMP. Small group discussion, assembly meeting, and one-on-one discussion were popular choices. The respondents based their preferences on the following considerations: usefulness; cost effectiveness; practically; accessibility; and relevance. Pamphlets and posters were the preferred media under mass category and considered the best communication support to reinforce face-to-face approaches.

Factors such as age, sex, civil status, educational attainment, occupation and employment status, family income, prior knowledge on CMP, and ownership of housing structure did not appear to have influenced respondents’ preference for communication methods to be used for CMP.