No abstract

A steady increase in the marketing-based managerial point of view by the third sector manifests itself when exploring the question of what motivates volunteers to make unpaid contributions to a nonprofit organization (NPO). An in-depth investigation into volunteer motivations can be approached by looking at the quantitative marketing method of market segmentation. In this context, the purpose of the present study is to conduct a segmentation analysis of volunteers in Istanbul based on their motivations to volunteer and to enrich these segments with concomitant variables. Findings from the segmentation analysis identified five distinct segments of volunteers: self-improver, career-driven, benevolent soul, social networker, and faithful spirit. For theorists, this study presents an application of segmenting and a profile of volunteers based on the motivations to volunteer, whereas on the management side, the study provides knowledge constructed on empirical findings that shall serve to contribute to the recruitment and retention efforts of NPOs.

TürkiyeBankas was founded in 1924, after the military victory that is the Turkish War of Independence, with the contributions of Mustafa Kemal Ataturk in order to boost the economic growth of the young Republic of Turkey. Türkiye Bankas became a precursor of the country's economic growth by presenting the concept of 'saving' which means a lot to the individual of the modern period. As one of the economic agents of the young Turkey, Türkiye Bankas took it as its mission to raise awareness for the importance of savings. In the post-modern period, people are motivated to focus on consumption instead of saving, put themselves in the center of life, live in the moment and look for happiness. The banking sector in the post-modern period, unlike the modern period, boosts consumption by using strategies which cause consumers to use the money that has not yet been made, such as bank loans and credit cards. However, in both modern and post-modern periods, Türkiye Bankas has continued to give the same message, which raises awareness for the importance of saving, to the consumers. The study aims to analyze advertisements that are focused on saving which seems as a rebellion against the pillars of the consumption society, and discuss the reasons for such strategy.