Social and Behavioral Sciences Commons^™

Cultural Perceptions Of Volunteering: Attracting Volunteers In An Increasingly Multicultural Society, Sara Dolnicar, Melanie J. Randle

Melanie Randle

Contributing 42 billion dollars to the Australian economy annually, volunteering has become an industry of major importance. The increasingly multicultural nature of Australia has presented new challenges for nonprofit marketers in terms of designing recruitment strategies that appeal to the extremely heterogeneous cultural groups that make up our society. While various studies have focused on the application of marketing techniques to the nonprofit sector, there has been a lack of research looking specifically at the nonprofit organisations competing within a particular marketplace, and whether the perceptions and image of these competitors differs between cultural groups. This empirical study seeks to …