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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 …
Segmenting The Volunteer Market: Learnings From An Australian Study, Melanie J. Randle, Bettina Grun, Sara Dolnicar
Segmenting The Volunteer Market: Learnings From An Australian Study, Melanie J. Randle, Bettina Grun, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
The volunteering industry in Australia contributes over 42 billion dollars to society each year. It is facing increasing pressures due to reduced funding and growing competition for limited resources. This study provides valuable information to volunteer managers by segmenting what is otherwise an extremely heterogeneous market into homogenous subgroups based on peoples’ motivations to volunteer. This is useful in the development of targeted marketing campaigns to identify, attract, and retain volunteers. Three segments are identified with distinctive motivational patterns – ‘social volunteers’, ‘community volunteers’ and ‘altruistic volunteers’. These segments are then profiled so that managers can identify the most effective …
Tourism And Discretionary Income Allocation - Heterogeneity Among Households, Sara Dolnicar, G. I. Crouch, T. Devinney, T. Huybers, J. Louviere, H. Oppewal
Tourism And Discretionary Income Allocation - Heterogeneity Among Households, Sara Dolnicar, G. I. Crouch, T. Devinney, T. Huybers, J. Louviere, H. Oppewal
Faculty of Commerce - Papers (Archive)
Tourism expenditures have been much researched in the past: at the aggregate level to evaluate national benefit of the tourism industry and at the disaggregate level to evaluate the attractiveness of tourist market segments. Past studies, however, fail to take into account that tourism expenditures are affected by the plethora of other expenditures households make and that households are heterogeneous in allocating discretionary funds to alternative spending options. The present study fills this gap by investigating heterogeneity in household discretionary expenditures derived from a realistic choice task. In doing so it challenges the implicit paradigm of prior research into tourism …
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 …