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Competition Or Collaboration? The Effect Of Non-Profit Brand Image On Volunteer Recruitment Strategy, Melanie Randle, Friedrich Leisch, Sara Dolnicar

Faculty of Business - Papers (Archive)

With increasing numbers of non-profit organizations and higher demand for a wider range of social services, the need for volunteers has never been greater. There is general agreement that competition within the sector is increasing, and this has led to organizations placing greater emphasis on building strong brand images to differentiate themselves from competitors. However, there are also many instances where non-profits have successfully collaborated with each other to achieve efficiencies and meet objectives. The purpose of this exploratory study is to examine, which of these approaches - competition or collaboration - is more appropriate for the challenge of volunteer …