Developing Relationship Marketing in the Voluntary Sector

Bussell, Helen; Forbes, Deborah

doi:10.1300/j054v15n01_08

Cited by 40 publications

(39 citation statements)

References 28 publications

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“…To reap the full benefits of recruiting energetic young adult volunteers, efforts should be made to have them evolve into committed and loyal volunteers. Based on research involving retaining volunteers (i.e., Bussell & Forbes, 2006), the specific needs and motivations of young adult volunteers should be explored. Clearly, nonprofit organizations benefit from specifically targeting young volunteers and nurturing their relationships into the future.…”

Section: Discussionmentioning

confidence: 99%

Young Adult Volunteers: Recruitment Appeals and Other Marketing Considerations

Shields

2009

Journal of Nonprofit & Public Sector Marketing

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The long-term survival of nonprofit charitable organizations depends on the recruitment and retention of today's young adults. A segmentation strategy proposed for retirees which was consistent with previous research on volunteer motivation was found to also be relevant for the young adult market, especially if implemented with consideration of this segment's unique interests and characteristics. In addition, young adults were found to be most inclined to volunteer for organizations that were either local and personal or nationally renowned. Organizations benefiting children were also highly regarded. The higher a college student's grade point average (GPA), the more likely they were to indicate an intention of volunteering in the future. Those most likely to volunteer in the future also exhibited higher teamwork and mentoring trait scores. The young adult market was found to be multidimensional and best approached with a variety of appeals.

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Section: Discussionmentioning

confidence: 99%

Young Adult Volunteers: Recruitment Appeals and Other Marketing Considerations

Shields

2009

Journal of Nonprofit & Public Sector Marketing

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“…One recent study discussed the need to develop a practice of relationship marketing in developing committed volunteers (Bussell & Forbes, 2006). These authors found that it is not simply a matter of finding individuals who are passionate about the NPO's cause.…”

Section: The Npo Volunteermentioning

confidence: 99%

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Pope

Isely

Asamoa‐Tutu

2009

Journal of Nonprofit & Public Sector Marketing

118

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Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960-1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.

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“…Practical measures in facilitating effective volunteer management have also been proposed, including, inter alia, establishing clear objectives and strategic planning regarding volunteer management (Eisner, Grimm, Maynard, & Washburn, 2009;O'Meara, Tourle, & Rae, 2012), diversifying and streamlining volunteer recruitment (Bussell & Forbes, 2006;Lynch & Smith, 2010), ensuring expectation management through training and professional development (Hager & Brudney, 2011), establishing and maintaining regular and open communication and feedback (Dhebar & Stokes, 2008), and role recognition and rewarding volunteers' contribution (Nichols, 2013). Wymer and Starnes (2001) proposed that high-quality recruitment allows resources (e.g., volunteers) to be efficiently allocated to meet the actual needs of the organization.…”

mentioning

confidence: 99%

The role of technology in reconfiguring volunteer management in nonprofits in Hong Kong: Benefits and discontents

Chui

Chan

2019

Nonprofit Mgmnt & Ldrshp

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There is plenty of evidence demonstrating that volunteering generates benefits for individuals and society at large. However, the role of technology used in recruiting, managing, and retaining volunteers in nonprofits is underexplored in East Asia. Drawing from in‐depth interviews with representatives of eight nonprofits, we examine how technology reconfigured volunteer management in nonprofits, identify its limitations and shortcomings, and discuss strategies in which technology can be utilized to enhance the effectiveness of volunteer management. We found, through this study, that the use of technology reconfigured key aspects of volunteer management: improving recruitment by enlarging and diversifying the volunteer pool; enhancing precision and speed of volunteer matching; improving nonprofits’ ability to recruit professionals; and reducing overall administrative burden of volunteer management within these nonprofits. However, challenges in volunteer management resulting from technology uptake were also observed, including resistance among frontline staff to adopt technology, and volunteer accountability and quality assurance. Specifically, it was found through this study that the extent to which nonprofits are able to effectively utilize technology in volunteer management is contingent on how well volunteer managers are able to actualize the notion of capacity optimization, create a friendly volunteer environment, and build rapport with volunteers. Implications for enhancing organizational capacity in volunteer management vis‐à‐vis the role of technology in the third sector are further discussed.

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Developing Relationship Marketing in the Voluntary Sector

Cited by 40 publications

References 28 publications

Young Adult Volunteers: Recruitment Appeals and Other Marketing Considerations

Young Adult Volunteers: Recruitment Appeals and Other Marketing Considerations

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

The role of technology in reconfiguring volunteer management in nonprofits in Hong Kong: Benefits and discontents

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