The face and voice of volunteering: a suitable case for branding?

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2005-05-01 DOI:10.1002/NVSM.15

Philippa Hankinson, Colin Rochester

引用次数: 61

Abstract

Volunteers make a substantial contribution to UK society but the level of volunteering has peaked and may, in part, be due to the poor ‘image’ of volunteering. Through qualitative research, this study explores the need to re-shape perceptions of volunteering and the extent to which this may be achieved through branding. Key findings suggest that although there is much consistency in perceptions about generic volunteering, perceptions of the different strands of volunteering, such as governance and campaigning, are different and may require individual development as sub-brands. It is argued that Volunteering England is best placed to lead a brand development programme, supported by managers of national and local bodies as well as volunteers to create a new visual identity and, importantly, key messages that will resonate with current and potential volunteers across different areas of activity. Copyright © 2005 John Wiley & Sons, Ltd.

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志愿者的形象和声音:品牌推广的合适案例?

志愿者为英国社会做出了巨大的贡献，但志愿者的水平已经达到顶峰，部分原因可能是志愿者的“形象”不佳。通过定性研究，本研究探讨了重新塑造志愿服务观念的必要性，以及通过品牌推广可以实现这一目标的程度。主要研究结果表明，尽管对一般志愿服务的看法有很大的一致性，但对志愿服务的不同方面(如治理和活动)的看法是不同的，可能需要作为子品牌的个人发展。有人认为，在国家和地方机构的管理人员以及志愿者的支持下，英国志愿者组织最适合领导一个品牌发展计划，以创造一个新的视觉形象，更重要的是，关键信息将与不同活动领域的现有和潜在志愿者产生共鸣。版权所有©2005 John Wiley & Sons, Ltd

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.