Social and Behavioral Sciences Commons^™

Environmental Volunteers: Are They Driven By Altruism And A Strong Feeling Of Regional Identity?, Melanie J. Randle, Sara Dolnicar

Melanie Randle

The significant growth of the nonprofit sector in Australia has lead to increased competition between organisations in attracting and retaining volunteers. Nonprofit managers are under increasing pressure to adopt commercial marketing techniques in order to achieve volunteer targets, and are recognising the need for detailed market information in order to develop customised and targeted marketing strategies. Environmental organisations within Australia lack information in relation to the particular segment of the market which is most likely to volunteer for their type of cause. This study addresses this issue by investigating whether environmental volunteers display unique characteristics, such as strong levels of …