To investigate on the organizational identification of the volunteers of the social project CompArte, an analysis was carried out from the functionalist contemporary perspective with mixed methodology. The attributes of identity were identified through a documentary review and the characterization of the internal public regarding the found values was developed with the help of virtual surveys. The presence of the found values was researched in the internal communications through focus groups. The main aim was to formulate a strategy for the strengthening of this aspect. The results showed that there is affinity with the corporate identity of the organization, with indirect presence due to the non-recognition of the attributes.