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.