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Volunteers are often crucial components to many nonprofit organizations as their financial resources continue to decline. Volunteer activities in the nonprofit sector provide a broad range of services from administrative support (24%) such as fundraising and office work to providing social service and care (20%) such as preparing and delivering food, teaching or counseling. The purpose of this study was to examine the influences of important factors in creating volunteers’ engagement with nonprofit organizations.

The population of the proposed survey was volunteers of a faith-based nonprofit organization in the Northeast region of United States. The organization is a synod that oversees more than 1,000 Presbyterian churches over eight states in the Northeast region of the United States. The primary focus of its mission is prison ministry that aims to help imprisoned immigrants and their families with legal and other necessary supports. With help from the organization’s management, the researcher sent out an online survey to 1,973 eligible volunteers, with response rate of 29.90 percent (AAPOR RR1). This resulted in a total sample size of 590 volunteers who completed the survey.

This study found that, when the level of identification was higher, the influence of satisfaction on affective commitment became greater. Therefore, for this nonprofit organization that heavily relies on volunteer support, it is important to establish and maintain a mutually agreeable identification with its volunteers to foster volunteer engagement. Volunteer-organization identification seemed particularly crucial for volunteers to be empowered and to become actively involved with the case organization. Also, when individual volunteers identified themselves with the nonprofit organization, there was a greater influence of satisfaction with the organization on their engagement in their voluntary work.

This study findings suggest that for a nonprofit organization that heavily relies on volunteer support, it is important to establish and maintain a mutually agreeable identification with its volunteers to foster volunteer engagement. Volunteer-organization identification seemed particularly crucial for volunteers to be empowered and to become actively involved with the case organization. Due to the exploratory nature of the study with the survey data from a single nonprofit organization, the application of the research findings beyond the scope of this study should be made cautiously. Especially, given various kinds of nonprofit organizations, the specific context of this study’s nonprofit organization (i.e., faith-based charity organization) would limit the general application of research findings.

This study also suggests a sound measure of volunteer engagement. For management of volunteer engagement, the suggested measurement system can be helpful for management of nonprofit organizations and further research in nonprofit public relations.

Extra-role behaviors and organizational citizenship behaviors have been identified as manifest characteristics of both employee and customer engagement and this link has yet to be explored in the nonprofit sector for volunteering and cause advocating behaviors. The current study adopts engagement as an important motivational variable to understand volunteer motivations and suggests satisfaction with nonprofit organization management and volunteer-organization identification as important antecedents to volunteer engagement.

The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal branding. The main aim is to understand the active role of volunteers in internal branding that is in the co-creation of value. A subsidiary aim is to understand why some volunteers engage deeply and seriously in a nonprofit organization while other volunteers seem less connected?

A conceptual framework incorporates several motivators to volunteer-led co-creation. A quantitative, co-variance-based structural equation modelling approach is used on survey data of a sample of 357 volunteers from 14 organizations in the Australian nonprofit sector.

The research findings contribute to the newly emerging internal branding literature focusing on the active co-creation role of internal stakeholders. The main drivers of volunteer co-creation are volunteer engagement, commitment, altruism, values-congruency and brand reputation. Different explanatory mechanisms/motivators apply to each type of volunteer-led co-creation. In a major initiative, the paper demonstrates linkages across the different types of co-creation, with a foundation/pivotal role for one particular type of co-creation, namely, enhanced client-based solutions.

The research is restricted to the public sector and further research is needed to test applicability to the private sector. Future studies could continue the initiative in the current study to explore the linkages across co-creation types.

Implications depend on which type of co-creation is targeted. Enhancing client-based solutions co-creation requires a very strong role for engaged volunteers. Innovation co-creation requires both engaged volunteers and a propensity to co-create by enhancing client-based solutions. Brand advocacy co-creation is driven by volunteer commitment, altruism and a propensity to co-create innovation.

A non-profit context ensures major social implications.

The study operationalizes the Saleem and Iglesias (2016) new internal branding paradigm framework by demonstrating that brands are built organically by interacting and engaging with internal stakeholders (volunteers in this instance), which, in turn, inter alia, motivates co-creation by such internal stakeholders.

As volunteering research in nonprofit organizations is growing significantly, the purpose of this paper is to examine the effects of volunteering drivers and work engagement on volunteer continuation will.

Building on empirical and theoretical perspectives, the authors hypothesized that work engagement mediates the relationship between volunteering drivers and volunteer continuation will. To verify our hypotheses, we examined data collected from 372 active volunteers from Palestinian nonprofit organizations. The authors conducted structural equations modeling (SEM) analyses using the AMOS 24 platform to investigate direct and indirect effects.

The results of the study show that work engagement is a significant predictor of volunteer continuation will; mediates the relationship between career driver of volunteering and volunteer continuation will; and mediates the relationship between the protective driver of volunteering and volunteer continuation will.

The research design limits establishing cause and effect relationships among the examined variables.

The results of the current study may be of use for nonprofit organizations managers formulating effective recruitment and training policies to retain their volunteers.

The paper contributes to the limited empirical body of the volunteering research. The study is novel as it is one of the few studies conducted using data coming from a non-western context.

The ability to attract and retain volunteers is crucial for not-for-profit organizations, and consequently, the need to understand and manage volunteers’ engagement is paramount. The purpose of this paper is to investigate the role of five volunteer engagement dimensions (cognitive, affective, behavioral, social and spiritual engagement) on perceived value-in-context, and its subsequent role for volunteer retention. Thus, providing for the first time an understanding of how unique types of value are determined through different facets of volunteer engagement.

To establish the nature and consequences of volunteer engagement, the authors collaborated with an Australian not-for-profit service organization. Using a survey method, the authors studied the organization’s volunteer workforce resulting in 464 usable responses. To capture volunteers’ degree of spiritual engagement, this paper introduces a rigorously developed unidimensional measure.

The results demonstrate the importance of the five engagement dimensions on volunteers’ perceived value-in-context, while highlighting significant effect differences including some counterintuitive consequences. The authors also establish the role of spiritual engagement and demonstrate the impact of value-in-context for volunteer retention.

This research explores the volunteer engagement-retention chain, by empirically studying the role of value-in-context. The authors provide first evidence for the relationship between volunteer engagement and value-in-context, examining the independent yet relative effects of various facets of volunteer engagement. In doing so, the authors offer new insight into the dimensionality of the volunteer engagement construct, broadening its conceptualization to include spiritual engagement as a core constituent. The authors further demonstrate the impact of value-in-context on volunteer retention, helping organizations to better make sense of meaningful volunteer experiences with long-lasting impacts and mutual benefits.

Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.

Based on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.

The impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.

The study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer–brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.

This paper aims to contribute to the growing body of research which demonstrates corporate social responsibility (CSR) initiatives can be linked to individual-level outcomes, such as employee engagement, using a quasi-experimental field study to provide initial evidence of a casual effect for such programs.

The authors examined whether participating in an international corporate-sponsored volunteer program increased employee engagement by comparing a sample of employees, matched on their pre-trip engagement scores and other demographic variables, with employees who did not volunteer in the program and comparing the differences in this employee engagement after completing the volunteer experience.

Using an exact matching technique, the authors were able to isolate the influence of the volunteer program on employee engagement and demonstrate that the program was associated with increased employee engagement after the program ended.

This study provides additional, and stronger, support on the CSR and employee engagement relationship through isolating the causal influence of the volunteer program on engagement. Thus, it provides additional justification for the use of, and financial investment in, such programs by organizations.

A profound managerial transformation approach is increasingly designed to unleash the energy and creativity of employees. The purpose of this paper is to observe as the organizations in this sector can use the knowledge sharing to derive maximum efficiency from such crucial volunteers, creating an environment suitable for stimulating the psychological well-being that is the basis of engagement.

This exploratory study proposes a model to account the intrinsic and extrinsic motivations to exchange knowledge related to factors that stimulate volunteer's engagement.

The results of a survey of 301 volunteers operating in European organizations indicate that influencers of volunteers in a specific domain activated by knowledge sharing can act as sources of creation and can reinforce their identity, sense of belonging and trust in the organization.

Despite results cannot be generalized because of the samples of convenience, exploratory factor analysis was used to identify the elements for which nonprofit organizations should activate a knowledge-sharing strategy so that engaged volunteers feel like cocreators of values and therefore act as true competitive assets.

This paper contributes to the expansion of engagement studies through framing the motivations of volunteers in knowledge sharing as a process of social interaction that involves knowledge, experience and expertise and which is able to create an environment suitable to feeding the psychological well-being that is the basis of engagement.

The purpose of this paper is to offer insights into the processes associated with promoting volunteer engagement adopted by a large UK heritage attraction during a period of significant change. Engaged volunteers were regarded as essential to sustain, and where appropriate, to enhance the customer experience.

A case study approach was adopted. This involved review of relevant documentation and interviews and focus groups between researchers, managers and volunteers.

Working from the philosophical stance that information and involvement are strong predecessors to “buy-in”, the managers of the attraction used a series of initiatives that kept volunteers both informed and involved. These initiatives include a values-based induction programme, information and communication, training and development, and creating new narratives.

Volunteer engagement influences volunteer commitment to the organisation. This case study offers some insights into initiatives adopted in one heritage organisation to promote volunteer engagement, and thereby provides a basis for other organisations to reflect on their practices in this area.

The main aim of this paper is to demonstrate that “volunteer” employees’ perception of dimensions of intellectual capital (IC) – human, structural and relation capital – creates a motivational environment to enhance knowledge-sharing intention (KSI) and stimulates “volunteer” employee engagement (VEE). The model is applied on the non-profit organizations (NPOs) sector that base their path on sharing values with volunteers and employees in relation to which they have to implement engagement strategies that are beneficial to both developing and deploying individual and organizational human capital.

To verify the existence of relationships between the constructs of IC, KSI and VEE a partial least squares structural equation model on a sample of 300 “volunteer” employees of NPOs was tested to verify the research hypotheses, as this could explain the causal relationships.

The results confirm that KSI is positively and directly influenced by the favourable environment resulting from the motivations below the dimensions of IC. The improvement of KSI, determined by IC, has a positive effect on VEE.

Despite the limitation created by the peculiarities of NPOs and the role of volunteers, this paper suggests a strategic approach that the management could implement to create an environment based on the exchange of knowledge and to increase engagement in the value co-creation process.

The ability of a company to adopt sharing strategies depends on the existence of an environment in which individuals are willing to exchange knowledge realizing mutual benefits. The work broadens this perspective by providing governance with a behavioural model that creates a direct relationship between IC, KSI and VEE.

Nonprofit organisations (NPOs) are an increasingly fundamental part of our society. Meeting rising demand requires NPOs to attract enough resources, especially volunteers, to enable service delivery. This paper aims to adopt a novel theoretical lens to reframe this marketing challenge to inform practice and extend theory.

Practice-based exploration of a volunteer-enabled NPO, parkrun, through in-depth interviews and secondary source analysis.

The research identified that the brand community connects volunteers through three inter-connected levels. The big idea of parkrun, the focal brand, resonated with people through being “on their wavelength”, something they believed in. The local, physical event meant engagement was “on their patch”, anchored in place. Finally, the brand community enables people to volunteer “on their terms”, with fluid roles and flexible levels of commitment.

Not all NPOs have service beneficiaries who are able to volunteer, services with different volunteering roles, or operate through a local physical presence. However, taking a focal brand approach to consider the brand community through which people volunteer for an NPO, the practices that reinforce that community, and how to offer volunteers significantly greater flexibility in both role and commitment presents an opportunity for NPOs to rethink how volunteering works for them in the future.

Clear recommendations for practice include the opportunity to integrate service beneficiary with service delivery enabler (volunteer) to strengthen the implicit social contract, increasing participation to deepen the social identity felt towards the brand, and key practices that reduce barriers to volunteering.

The paper extends volunteering theory from the traditional individual needs approach to a focal brand community perspective. The marketing challenge of attracting volunteer resources to NPOs is understood through rethinking the boundaries between service beneficiaries and service enablers, anchored in social identity theory. It provides clear recommendations for practice through reframing the recruitment challenge.