Generation green: understanding the motivations and mechanisms influencing young adults' environmental volunteering

Environmental issues are particularly salient for today's generation of young adults. Indeed, many have suggested that it will be this generation that will lead the environmental movement forward. Therefore, this study examines the motivations and mechanisms that influence proclivity and intensity of young adults' environmental volunteerism. Using a survey of environmental attitudes and behaviors of college students at a large urban Canadian university (n = 1 372), we assess why today's young adults volunteer for the environment and the factors that motivate their commitment. Our findings suggest that young adults who engage in pro-environmental behaviors in general, as well as those who volunteer for other types of nonprofit organizations, are more likely to volunteer for environmental nonprofit organizations. Moreover, we find that social aspects of volunteering are the strongest positive predictor of the intensity of volunteerism in environmental groups. Copyright © 2011 John Wiley & Sons, Ltd.     

The volunteer matrix: positioning of volunteer organizations

• In the fierce competition that volunteer involving organizations face nowadays over people's willingness to donate their time, marketing strategies should be used. In order to enhance the organization's recruitability (ability to recruit suitable volunteers), it is important for volunteer organizations to understand what the positioning of the organization is and the type of volunteering that is being offered. In the current article we suggest using a marketing tool to increase the ability to recruit volunteers: positioning and perceptual mapping. Our perceptual mapping – the volunteer matrix is based on two dimensions: price (different costs attached to the volunteer experience) and quality (the overall quality of the volunteering experience). Thus, the matrix includes four different positions, and we demonstrate the manners in which different volunteer organizations or roles are positioned in each. Discussed are also the possible implementations of the matrix in order to recruit suitable volunteers and retain them.

Copyright © 2010 John Wiley & Sons, Ltd.     

Satisfaction,organizational commitment and future action in charity sport event volunteers

• Charity sport events (CSEs) are a key revenue source for nonprofit organizations (NPOs) with large numbers of volunteers needed for success and cost‐effectiveness. This study explored determinants of CSE volunteers' satisfaction, organizational commitment and intended future actions (CSE, other NPO activity/event volunteering, donating money). Relay for Life volunteers (N = 290) from one Australian state completed a cross‐sectional survey. Significant pathways were found from socializing/enjoyment (β = 0.17), fighting cancer (β = 0.29), financial support (β = 0.21) motives and social norm (β = 0.23) to satisfaction; 52% variance was explained. Age (β = ?0.09), survivorship (β = 0.09), region (β = 0.07), fundraising goal (β = 0.08), advocacy (β = 0.15), financial support (β = 0.25), social/enjoyment (β = 0.23) motives, social norm (β = 0.23) and satisfaction (β = 0.21) were linked with commitment; 63% variance was explained. Paths between satisfaction, commitment and intended future actions (CSE, NPO activity/event volunteering) were significant (βs = 0.17–0.43). Future targets to increase CSE volunteer satisfaction and commitment involve similar (social/enjoyment) and diverse (action‐oriented) motives, with satisfaction and commitment key contributors to future actions supporting NPOs. Copyright © 2016 John Wiley & Sons, Ltd.

     

The role of disgust sensitivity in volunteer recruitment and retention

In the United States, many volunteers contribute unpaid labor to nonprofit organizations. This labor includes direct volunteer service (working in close physical proximity to individuals who receive assistance, such as homeless and elderly individuals) and indirect volunteer service (administrative or fundraising tasks that do not require direct engagement with the target population). This paper extends the marketing theory of product contagion, in which proximity to disgust‐inducing stimuli devalues consumer products, to preferences for direct versus indirect volunteer activities. A study conducted among U.S.‐based adults found that higher sensitivity to disgust led to a greater preference for indirect volunteer service opportunities over direct volunteer opportunities. This result—which did not differ by gender—was mediated by the likelihood that indirect (vs. direct) volunteering was perceived as representative of volunteer work. Disgust sensitivity did not predict the total amount of volunteer work performed. Implications for recruitment and retention of volunteers are discussed.     

Effect of university heritage and reputation on attitudes of prospective students

• This study examines the impact of heritage and reputation of nonprofit universities on attitudes of prospective students. Data were collected from 208 community college (preuniversity) students in the USA. Results from structural equations modeling indicate that university heritage positively impacts university reputation, potential students' attitudes, and intentions to pay a tuition premium as well as to recommend the university. Students' nationality moderates the relationships between university heritage, reputation, and attitudes. International students from Asian nations with a long‐term orientation exhibit stronger relationships between these variables than domestic students from the USA. These findings add to the nascent and emerging literature on branding of nonprofit higher education institutions and will be of interest to administrators and marketing managers of universities to nurture and extol their university heritage in student recruitment programs, especially in promotional materials targeting international students.

Copyright © 2014 John Wiley & Sons, Ltd.     

How UK universities engage with their local communities: a study of employer supported volunteering

• In 2000, the UK Prime Minister pledged that employers should be encouraged to release staff for 1 day a year to undertake volunteering activity. Many and varied programmes are being set up to assist employees to volunteer, whether during work hours or in their own time. This is called employer supported volunteering (ESV). This paper discusses the increasing use of ESV and aims to provide an understanding of the key concepts of this phenomenon. An E‐mail survey was completed of all 122 universities in England, Scotland, Wales and Northern Ireland. University websites linked to volunteering for staff and students were also examined. Responses were received from 65 institutions (a response rate of 53%). This initial research reveals that university commitment to ESV varies across the sector. Many universities support staff volunteering and informally encourage links with the local community through voluntary activity but only seven institutions had developed a formal policy allowing staff time off work to volunteer. From this initial research, three best practice universities have emerged and their activities are discussed. The next stage in this project is to research the areas identified and to explore the extent of volunteering by university staff and staff attitudes to volunteering with a view to provide a full picture of ESV in the UK university sector.

Copyright © 2007 John Wiley & Sons, Ltd.     

Improving volunteer retention efforts in public library systems: how communication and inclusion impact female and male volunteers differently

Although volunteer levels are near all‐time highs, volunteer coordinators are increasingly spending more time on retention efforts. The purpose of this study is to measure the impact of organizational communication and inclusive behaviors on volunteers' intention to continue volunteering. Through a survey of 472 volunteers in three library systems, research revealed that two organizational communication theories can improve the effectiveness of volunteer coordinator efforts. Specifically, structural equation modeling revealed that social group inclusion and overall participation in organizational events were the strongest predictors of female volunteers' future intentions to volunteer whereas event participation, being included in the organization's information network, and participating in decision making were the strongest predictors for male volunteers. Relationship indicators successfully predicted which volunteers were most likely to continue volunteering. Copyright © 2011 John Wiley & Sons, Ltd.     

Volunteer tourism as an emerging trend or an expansion of ecotourism? A look at potential clients' perceptions of volunteer tourism organisations

• Volunteer tourism (VT) has recently been proposed as an alternative to ecotourism to link tourism and nature conservation. It is believed that VT represents an emerging tourism sector for vacationers who want to make a difference during their holidays. This investigation questions this belief using potential tourists' perceptions of volunteer tourism organisations.
• Through a multiple sorting procedure, respondents interpreted the promotional material of volunteer tourism organisations to describe this form of tourism and differentiate between organisations. The results suggested that respondents distinguish between organisations offering a volunteering experience and a holiday experience.
• Furthermore, the respondent's level of familiarity with expedition activities was important, as respondents with a high level of familiarity seek different benefits from their experience. The study suggests that volunteer tourism is a diverse sector, with different emphases on holiday and volunteering elements.

Copyright © 2006 John Wiley & Sons, Ltd.     

Understanding public awareness of nonprofit organizations: exploring the awareness–confidence relationship

• Public confidence has often been viewed as a critical indicator of legitimacy within the nonprofit sector. Indeed, confidence is believed to be among one of the sector's most important commodities. Surveys, however, have shown that the public does not always have much confidence in the performance of nonprofit organizations. Although this lack of confidence is certainly concerning, few studies have assessed whether the public actually has any awareness of what nonprofit organizations are, and no studies have examined the personal characteristics associated with more (or less) nonprofit awareness. Thus, by using individual‐level data from a survey of public attitudes toward nonprofits in San Diego County (n = 1002), the purpose of this study was to explore how individual characteristics relate to nonprofit awareness and to examine the extent to which awareness of the sector influences confidence in the performance of nonprofit organizations. The findings from the study indicate that nonprofit awareness varies by several individual‐level characteristics—with many of those likely to be the most dependent on nonprofit services being the least aware of the sector. The findings also indicate that awareness of the sector is the most significant predictor of confidence in the performance of nonprofits.

Copyright © 2014 John Wiley & Sons, Ltd.     

The international volunteering market: market segments and competitive relations

• The number of nonprofit and social agencies relying on the help of volunteers has grown enormously in recent decades. This has lead to increased competition between these organisations for the limited resources available, and the growing adoption of what have traditionally been considered ‘commercial’ business techniques such as marketing. There have been calls for greater and more sophisticated use of ‘tried and tested’ marketing concepts such as competition, segmentation and positioning to help volunteering organisations manage this pressure effectively. This study shines the spotlight on individuals who volunteer for multiple types of organisations in an effort to determine which organisations are competing for the same volunteers. More specifically:
• Factor analyses are computed and four segments of volunteers are identified: ‘altruists’, ‘leisure volunteers’, ‘political volunteers’ and ‘church volunteers’;
• Positioning maps are constructed to illustrate the proximity of each organisation type in relation to key competitors; and
• Detailed profiles are provided for each segment to provide insight into the nature of the groupings.

Copyright © 2006 John Wiley & Sons, Ltd.     

Learning and development opportunities as a tool for the retention of volunteers: a motivational perspective

The growing reliance on volunteers in Australia has heightened the need for non‐profit organisations to retain these valuable resources. However, the current literature on volunteer retention is limited. One potential way volunteers can be retained is by providing learning and development opportunities (LDOs). This study investigates the relationship between volunteer perceptions of LDOs, their motivations for volunteering, and retention. Analyses revealed significant main effects for LDOs and volunteer motivations on retention and several interactive effects demonstrating that LDOs can have differential effects on retention depending on the reasons for volunteering.     

Sensation seekers and civic participation: exploring the influence of sensation seeking and gender on intention to lead and volunteer

• Approximately 1100 extreme sports participants were surveyed to identify the relationship between sensation seeking and gender on current civic participation, motivation for volunteer involvement, intention to participate in the future, and a preference for leadership.
• Sensation seeking was not helpful in identifying current civic involvement. However, sensation seekers reported a significant desire to work with activist and reform‐oriented organizations.
• Females reported a significantly higher level of motivation for civic participation than males as well as a greater intention to volunteer in the future.
• Both male and female sensation seekers reported a preference for a leadership role.

Copyright © 2007 John Wiley & Sons, Ltd.     

Understanding the volunteer market: the what,where, who and why of volunteering

Although the work of the voluntary sector is growing, the number of people volunteering is not increasing at a comparable rate. This paper argues that the key to an organisation's success in recruiting and retaining its volunteers is to have an understanding of its target group. As a means to developing this understanding the paper reviews the prior research on volunteering and outlines the current situation in the voluntary sector with regard to the donation of time. The review shows that those who volunteer are an extremely diverse group, active in a wide variety of contexts. This makes the definition of a volunteer a more complex task than one would expect. It also demonstrates that individuals and organisations may volunteer for reasons other than purely altruistic motives. Finally, the paper identifies gaps in this area of research and presents topics for further research. Copyright © 2002 Henry Stewart Publications     

How international nonprofits build brand equity

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:

• A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
• A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
• A series of specific managerial recommendations, for building nonprofit brand equity.

Copyright © 2008 John Wiley & Sons, Ltd.     

Employer‐supported volunteering benefits: Gift exchange among employers,employees, and volunteer organizations

Using gift exchange theory to explain the growing trend of employers offering employer‐supported volunteering (ESV) benefits, this article discusses the creation of exchange relationships between the employer and employee and between the volunteer organization and employee. Hypotheses derived from the employee's perspective are tested with a nationally representative sample of volunteers (n=3,658). Findings suggest that ESV benefits are positively related to hours volunteered by the employee. Volunteer hours predict employee perceptions of skill acquisition, and such perceptions are positively related to perceptions of job success and employer recognition. We discuss the implications of these findings for business, employees, and volunteer organizations, with an emphasis on human resource management policy and practice. © 2009 Wiley Periodicals, Inc.     

Campus cultural and artistic activity effects evaluation model: a study of universities in Taiwan

• This research examines three types of universities in Taiwan to discuss the factors that influence campus cultural and artistic activity effects and establishes a structure model. In this research, university students are the target group for nonprofit organizations (NPOs) that regard cultural and artistic activities as products or services. The study used message contact, emotion, cognition, message evaluation, and attitude toward the activity as the influence factors. The relationships among these factors along with student participatory intention, participation behavior, and activity effect were then explored. The results show that each influence factor affects student willingness to participate, which leads to different levels of participation and effectiveness. Moreover, there are hierarchical relationships between the influence factors and effects.

Copyright © 2007 John Wiley & Sons, Ltd.     

Website development by nonprofit organizations in an emerging market: a case study of Thai websites

• Nonprofit organizations are pertinent players in making the world a better place. Their websites aid in fulfilling their socially beneficial missions by being a platform to present themselves, to interact with stakeholders around the world, and to perform e‐transactions to raise funds. This interdisciplinary research explores nonprofit websites in Thailand, an emerging market, to determine their progress through an adapted e‐business stage model. A manual website decoding process was used to determine the development of websites, within the sector. On average, almost three‐quarters of the websites offered interactivity and just less than half conducted online transactions, but internationally connected organizations in Thailand were significantly more likely to do so. The findings suggest that while nonprofit websites in Thailand are progressing, there is significant lag between local Thai websites and those that have international connections. While the model successfully provided new data for understanding nonprofit websites in less developed markets, it may need to be modified in future studies.

Copyright © 2016 John Wiley & Sons, Ltd.     

An examination of factors impacting athlete alumni donations to their alma mater: a case study of a U.S. university

• It has been suggested that athlete alumni do not give as generously as they could to their alma maters. Athlete alumni may feel they have given enough to their schools by playing sports, and they may feel greater loyalty to their former sports teams than their alma maters. Drawing on social exchange theory, this study investigated whether such attitudes among athlete alumni at a U.S. university were related to lifetime donations. Results indicate:
  • the quality of alumni's athletic experience and the perception that they have already given to their school by playing sports are predictive of giving amount.
  • similar to the general alumni donor, the variables of age, income, and geography were also found to be related to giving level.
• Universities and colleges may need to develop specialized marketing communications programs to mitigate athlete alumni's perceptions of not needing to donate because they competed for their school. Implications for universities and other nonprofit organizations are offered.

Copyright © 2006 John Wiley & Sons, Ltd.     

Exploring what nonprofit branding can learn from contemporary art

• As more and more nonprofits seek to refashion themselves as brands, they tend to take inspiration from for‐profit organizations. Another domain that has had similar purposes to those of nonprofit branding for many years is contemporary art. This is an exploratory paper that looks at a recent trend in art, “message art,” and how it might inform nonprofit branding. Message art deals with many social issues that drive major nonprofits today including everything from pro‐environment causes to anti‐segregationist issues. This paper has two purposes: (1) to call attention to message art among nonprofit brand managers and (2) to explain how they can use this art. Message art is useful to the extent that it calls attention to new ideological trends and often provides selected pieces of art that can serve as exemplars of brand essence for relevant causes. Results are provided from a small, qualitative study of women's feelings about selected examples of feminist art. Two pieces of art drew the most positive responses. One piece, “Egyptian Rocket Goddess,” is felt to be a harbinger of Third Wave Feminism. Another piece, “Blessed Art Thou Among Women,” is felt to be an effective source of inspiration and direction for feminist organizations, which focus on mother–daughter relationships.

Copyright © 2015 John Wiley & Sons, Ltd.     

The effects of nonprofit brand equity on individual giving intention: mediating by the self‐concept of individual donor

• Currently nonprofit organizations have to rely more on individual donors and less on the government for funding. Therefore, understanding the individual donor from the perspective of nonprofit has been of increasing interest to nonprofit marketers. In this research, the effects of nonprofit organizational brand equity and individual self‐concept on individual giving intention were studied by using survey to selected 393 valid respondents in China. The empirical results indicated that, (1) the three dimensions brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention; (2) brand personality and brand awareness of the nonprofit organization has positive direct impact on the self‐concept of individual donor; (3) the self‐concept of individual donor has positive direct impact on individual giving intention; and (4) the self‐concept of individual donor mediates significantly the relationships between brand personality, brand awareness, and individual giving intention, while not significantly between brand image and individual giving intention.

Copyright © 2009 John Wiley & Sons, Ltd.