Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering motives among retirees

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2004-08-01 DOI:10.1002/NVSM.252

Michael A. Callow

引用次数: 63

Abstract

This paper examines whether older adult volunteers share similar or diverse motives for volunteering. Previous research has often treated senior citizen volunteers as a homogenous group that is significantly different from other cohorts. This paper argues that the senior citizen segment is far from homogeneous in its motives for, and behaviour towards, volunteering, which may have a significant impact on the effectiveness of recruitment and promotional campaigns. An exploratory study was conducted and, as expected, interviewees identified a variety of benefits sought from volunteering. There was considerable variability in the importance of these benefits among respondents, suggesting that further clustering would be useful. Implications for recruitment and promotional campaigns are discussed. Copyright © 2004 Henry Stewart Publications

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识别潜在志愿者的促销诉求:退休人员志愿服务动机的探索性研究

本文考察老年志愿者是否有相似或不同的志愿服务动机。以往的研究通常将老年志愿者视为一个同质群体，与其他群体明显不同。本文认为，老年人在志愿服务的动机和行为上远非同质化，这可能对招募和宣传活动的有效性产生重大影响。进行了一项探索性研究，正如预期的那样，受访者确定了志愿服务的各种好处。受访者对这些好处的重视程度存在相当大的差异，这表明进一步的聚类将是有用的。讨论了对征聘和宣传活动的影响。版权所有©2004 Henry Stewart Publications

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.