Self‐congruity and volunteering: a multi‐organisation comparison

Abstract

Abstract1. Purpose: To examine: (1) if individuals who prefer different volunteering organisations have different self-concepts; (2) if individuals perceive their preferred volunteering organisation as more similar to their self-concept than other volunteering organisations; and (3) if self-congruity theory correctly predicts consumer (volunteer) behaviour differences across organisations and organisational missions. 2. Design/methodology/approach: We collected data on people's preferred volunteering organisation, their self-concept and their perceived image from eight volunteering organisations using an online selfcompletion survey. We then used chi-square tests and paired-sample t-tests to identify significant differences between groups. 3. Findings: Individuals who prefer different volunteering organisations differ significantly in their selfconcept. For the three volunteering organisations with high levels of awareness and distinct images, self-congruity theory held; that is, people who volunteer for them perceive those organisations as more similar to their self-concept than other volunteering organisations. For the four organisations with lower awareness and less-distinct images, we found a tendency towards self-congruity, but results were not significant. In one case, self-congruity theory did not hold, possibly due to the more "obligatory" nature of the volunteering task. Research limitations/implications:This research extends the application of self-congruity theory to the volunteering context. It identifies three key dimensions that affect the extent to which selfcongruity holds for volunteering organisations: brand awareness, image distinctiveness and whether the involvement is actually "voluntary". 5. Practical implications: Self-congruity theory has the potential to be a valuable tool in helping volunteering organisations increase their productivity through better targeted marketing strategies. 6. Originality/value: This study is the first to apply self-congruity theory to the volunteering sector at the organisation brand level, and gives practitioners an additional tool to improve the effectiveness of their marketing.

Volunteer and keep volunteering: a look through TSR

“…This previous assistance eventually influenced the volunteer choosing to help such organization, which confirms the findings presented by Berkowitz (1972) and Mulder et al (2015). These authors suggest that the fact that individuals have already needed the services provided by the organization can establish a relationship of reciprocity, making, as Bussell and Forbes (2002) points out, the person wanting to contribute to the maintenance of the existence of the place as well as confirms the results of Randle and Dolnicar (2011) research regarding the influence of NGOs image and the selfconcept of the volunteer congruence on the choice and commitment of this volunteer with the volunteer service performed.…”

Volunteering research in Australia: A narrative review

“…Randle and Dolnicar () showed that a decision to join an organisation by a potential volunteer depends on the perceptions of that volunteering organisation. As such, individuals’ perceptions of volunteer organisations shape which organisations they would consider joining.…”

“…Moreover, when Randle and Dolnicar () specifically compared potential environmental volunteers to non‐volunteers, they found that the potentials showed more interest not just in protecting the environment, but also in a range of other factors (e.g., socialising). They (Randle & Dolnicar, , ) suggested that volunteer organisations should understand why individual join and address the whole array of reasons in their recruitment. Therefore, in this section of the review we address volunteer motivation and other factors that influence an individual to become a volunteer.…”

Organized Cooperation: a Behavioral Perspective on Volunteerism

“…The same is not the case in other fields. Volunteer management has generated discussions throughout many fields including applied psychology (Boezeman & Ellemers, 2008), consumer psychology (Mowen & Sujan, 2005), organizational psychology (Vantilborgh et al, 2011), social psychology (Clary et al, 1998;Cornelis, Van Hiel, & De Cremer, 2013;McBride & Lee, 2011;Nenga, 2012;Thoits & Hewitt, 2001), economics (Govekar & Govekar, 2002;Lee & Brudney, 2012), marketing (Randle & Dolnicar, 2011;Starnes & Wymer Jr, 2000), as well as what seem to be interdisciplinary fields dealing directly with the study of nonprofits and volunteerism (Farmer & Fedor, 1999;Liao-Troth, 2005;Nichols, 2012;Shye, 2009). Before diving into a new analysis of volunteerism from a behavior analytic perspective, some recognition should be paid to the valuable work done outside the field.…”