Chapter 8 – Part One

Lisa Copeland

Volunteerism

Having volunteers is a key factor to running a successful nonprofit organization.

“Volunteerism helps to keep down expenses while providing a channel for socially conscious people to contribute time to a cause they believe in” (pg.217).

Hospitals, political parties, trade associations, arts organizations, charitable institutions, churches, and social reform organizations use volunteers.

“The core concept of volunteerism is that individuals participate in spontaneous, private, and freely chosen activities that promote or advance some aspect of the common good, as it is perceived by the persons participating in it” (pg. 217).

Volunteerism across the world differs in levels or participation and structure.

Trends in Volunteerism Between 1989 & 1998, there was an

increase of volunteer participation in the areas of arts and culture, environment, human services, international, work-related, and youth development nonprofit organizations.

However, there was a decrease in the religion area.

Robert Putnam believes that generations are motivated by different values determined by the year of their birth, and circumstances of their formative years.

Kristin Goss believes the decrease of volunteerism in middle-aged Baby Boomers is due to : “1) Decreased club participation; 2) Fewer children at home; 3) More reliance on TV for entertainment; 4) More fulltime work for all adults” (pg.222).

Recruiting Volunteers

“Recruiting volunteers is simply another marketing task and should proceed in a planned strategic way” (pg.222).

The nonprofit marketer should: “Determine the target market

segments he/she is going to pursue. Determine the organization’s own

positioning vis-à-vis its competitors- which includes not volunteering.

Craft a powerful marketing mix to implement the positioning against the target markets” (pg. 223).

Positioning and Targeting The choice of targets for each

organization depends on it’s own mission. A good way to access market potential is

to evaluate the characteristics of existing volunteers.

“Positioning the volunteer opportunity requires more extensive analysis of the factors that are likely to cause someone to volunteer” (pg. 224).

Developing a Recruitment Strategy People become volunteers in stages.

It is important to determine what stage they are in, and then establish a strategy for that stage.

The 4 stages include: 1)Precontemplation,

2) Contemplation, 3)Preparation/Action, 4)Maintenance

Benefits When people consider volunteering, many

think of how it will benefit them.

The text gives many examples of the benefits of volunteering.

To be part of a team To gain status To demonstrate commitment to a cause For fun For work experience To feel needed

Different surveys and studies have been conducted to learn what motivates volunteers.

A study by Chinman and Wandersman showed that:

There seem to be 3 categories of benefits (material, solidarity, purposive).

“The relevance & importance of particular benefits vary by the type of organization” (pg.226).

“Normative & social benefits appear to be relatively more important” (pg.226).