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What Motivates Which Volunteers? Psychographic Heterogeneity Among Volunteers In Australia, Sara Dolnicar, Melanie J. Randle
What Motivates Which Volunteers? Psychographic Heterogeneity Among Volunteers In Australia, Sara Dolnicar, Melanie J. Randle
Faculty of Commerce - Papers (Archive)
Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteering motivations. The resulting segments include “classic volunteers”, whose motivations are three-fold: doing something worthwhile, personal satisfaction, and helping others. “Dedicated volunteers” perceive each one of the motives for volunteering as relevant, while “personally involved volunteers” donate time because of someone they know in the organization, most likely their child. “Volunteers for personal satisfaction” and “altruists” primarily wish to help others, and finally,” niche volunteers” typically have fewer and more specific drivers motivating them to donate time, for example, to gain work experience. The segments are …
The International Volunteering Market: Market Segments And Competitive Relations, Sara Dolnicar, Melanie J. Randle
The International Volunteering Market: Market Segments And Competitive Relations, Sara Dolnicar, Melanie J. Randle
Faculty of Commerce - Papers (Archive)
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 …