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This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to enable NPOs to strengthen their volunteer recruitment.

A total of 51 service-delivery volunteers were interviewed, drawn from 5 leading NPOs. A laddering technique was used to understand the context in which the choice of organisation was made and the underlying personal needs and goals. The data was analysed using means-end chain (MEC) methodology to uncover the relationships between, and hierarchy of, the decision drivers.

Brand, cause, and role were found to be important in meeting personal needs and goals through volunteering. The paper makes three contributions. Firstly, it presents a clearer understanding of NPO choice through adopting an integrated theoretical perspective. Secondly, it identifies the decision-making process and key relationships between the attributes of the NPO, the consequences for the volunteer, and the connection to their personal needs. Finally, the study makes an important contribution to literature through presenting a new conceptual framework of volunteer decision-making in the nonprofit context to act as a catalyst for future research.

This research is both impactful through, and limited by, its context selection: regular service-delivery volunteers from five NPOs within two causes. The paper presents a rich research stream to extend this understanding to other nonprofit stakeholders, other causes including medical volunteer, and smaller NPOs.

In an increasingly competitive nonprofit environment with a growing need to support the vulnerable in society, NPO sustainability is dependent on their ability to recruit new volunteers. NPOs compete not only with other organisations with similar causes but also those offering similar volunteering roles, and other uses of time to meet personal needs such as sport, career, or community. Understanding how volunteers make their choice of NPO rather than other uses of their time is of vital importance to make the most effective use of scarce marketing resources. This paper contributes to that practitioner understanding.

To the best of the authors’ knowledge, this study is the first to extend the understanding of generic motivations of volunteers to consider specific choice of NPO. Unlike previous literature, the authors bring together theory on brand, cause, and role with personal needs. The authors are also the first to apply MEC methodology to the nonprofit context to uncover the personal underlying, less salient reasons behind NPO choice and the relationship between them.

This paper considers the specific opportunities and challenges of engaging in ethnographic research with organisations in which the researcher participates as a volunteer ethnographer.

The findings in this paper are based on four years of ethnographic research within a social enterprise.

This paper finds that there are significant benefits of the role of the volunteer ethnographer and suggests ways to address some of the challenges.

As the field of social enterprise and ethnography grows and researchers engage with methodological discussions about participant observation, the authors suggest that attention should also be paid to the specifics of the role of the volunteer ethnographer.

There is growing interest in the use of ethnography in social enterprises. This paper offers unique insight into how this methodology has been applied in the context of self-reliant groups and the importance of the engaging with discussion about the specific role of the volunteer ethnographer.

The purpose of this paper is to assess the decision-making process of multi-role emergency response volunteers and their preferences for which agency they would choose to volunteer for in an emergency, utilizing the New South Wales Rural Fire Service as an example.

Large-scale online survey data collection method, which enabled in depth analysis of responses.

There are a large number of individuals who hold multiple volunteer roles and their decisions as to which service they would prefer to volunteer for is influenced by many complex factors.

Research in this topic is rare and future research should be undertaken on a wider scale involving both quantitative and qualitative methods.

Findings will help policy makers and those responsible for providing emergency services with an understanding of the decision-making process of volunteers.

The results may help to promote understanding of a volunteers social preferences when engaged in work for emergency services.

This is an area that has had little research undertaken in and is therefore quite an original piece of work that will have resonance for emergency services across the globe.

This study examines the relationships between servant leadership and organisational citizenship behaviour (OCB) of young volunteers in non-profit organisations (NPOs) and investigates the mediating role of affective commitment and the moderating role of role identity in this relationship.

Self-administered questionnaires were distributed to 400 young volunteers from NPOs in Malaysia. Data were analysed using the partial least squares-structural equation modelling (PLS-SEM) approach.

The results reveal that affective commitment significantly mediates the relationship between servant leadership and OCB of young volunteers in NPOs. The role of identity was found to moderate the relationship between servant leadership and affective commitment of young volunteers in NPOs.

This study utilised servant leadership theory and examined the direct effect between servant leadership and OCB of young volunteers in NPOs, the mediating effect of affective commitment, and the moderating effect of role identity in this relationship simultaneously within a unified research framework.

NPOs should recruit more servant leaders and provide effective volunteer training and leadership development to current leaders to increase affective commitment and develop better service behaviours in dealing with volunteers.

This study is unique in that it highlights the partially mediated effects of affective commitment on the relationships between servant leadership and OCB of young volunteers in NPOs, as well as the fact that role identity significantly moderates the relationship between servant leadership and affective commitment of young volunteers in NPOs.

The purpose of this paper is to explore the roles, motivations and experiences of volunteers who work to support asylum seekers (AS), refugees and refused asylum seekers (RAS) in Glasgow.

Qualitative semi-structured interviews were conducted with eight volunteer participants who worked to support migrants in Glasgow, two of which were AS. Purposeful and theoretical sampling was used and data were analysed using the framework approach.

The roles of participants were broad included providing “destitution relief” (providing shelter and food for destitute asylum seekers (DAS)) and acting as advocates for AS to help them access services. The most common reported motivation of participants was a humanitarian interest in the situation of migrants in Glasgow and the UK. In contrast, participants who were AS, volunteered because they could not work and it helped to improve their mental well-being. The complexity of the circumstances of some migrants was seen as the most challenging aspect of volunteering. Participants were involved first hand in the difficulties migrants had in accessing health and social services.

This exploratory study confirmed the vital role voluntary organisations have in supporting migrants in Glasgow. It highlights the essential role volunteers have in supporting DAS and sets out some volunteer support needs. This has important implications for this context in Glasgow. Further work in other dispersal settings in the UK would help elucidate if this is replicable across the UK.

Volunteer's role as lay advocates should be recognised and then supported by statutory services such as primary care and social services.

The overall view was that the system of claiming asylum poses numerous challenges for both migrants and the volunteers working to support them. AS can become completely reliant on the volunteers and the services they provide.

This is the first research study examining the roles, motivations and experiences of volunteers who support migrants.

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.

Managing special events which utilise volunteer labour presents unique challenges due to the time-bound and infrequent nature of events, coupled with the non-traditional employment contractual basis associated with volunteers. Having committed, well-trained volunteers can sometimes be the difference between success and failure for an event. This paper explores factors shaping event managers' decision-making in relation to allocating organisational resources towards training for event volunteers.

Utilising qualitative methods, a sample of senior event managers practicing within Australia were invited to participate in semi-structured interviews. Their attitudes towards, and factors shaping, their decision-making in relation to allocating organisational resources towards training for event volunteers were analysed and discussed through an interpretive lens.

Six intervening variables which shaped event managers' decisions to resource volunteer training were identified. These six variables both shaped and constrained event managers' decisions to resource and implement volunteer training.

The study highlights factors that need to be considered when considering attaining festival attendance satisfaction with volunteers’ service provision through training. This work also contributes to future discussions about the value of volunteer training to event success.

The purpose of this paper is to examine the role of non-governmental organizations (NGOs) in home-stay arrangements in Ghana’s cultural city, Kumasi, and further assess NGO intermediation of home-stay from home-stay operators’ and international volunteer tourists’ perspectives.

A mixture of quantitative and qualitative approaches is used to target three main stakeholders of volunteer tourism including international volunteer tourists, home-stay operators, and local NGOs.

There are seven major roles played by volunteer NGOs in the home-stay arrangement. However, from operators’ perspective, NGOs may hinder the economic viability of home-stay through inadequate/low payment.

The study highlights the unexplored brokerage role of NGOs in volunteer tourism in home-stay intermediation and its implications for sustainable tourism.

This study aimed to examine factors associated with volunteer role identity in mentors of school-based mentoring programmes.

Drawing on established theoretical models of volunteerism (the Role Identity Model), and research and theory on mentoring programmes, an integrated model of predictors of mentor volunteer role identity was tested. Seventy-one mentors (63 females, mean age 36 years) completed a survey with measures of habit, subjective norms, satisfaction with the mentor-mentee relationship, relationship closeness, social skills and mentor role identity. Path analysis was used for data analysis.

Fit indexes revealed an acceptable fit to the data. There were six significant paths. Habit and subjective norms were directly related to role identity. The association between mentor role identity and two further predictors, satisfaction with the mentor–mentee relationship and social skills was respectively fully and partially mediated by relationship closeness.

Findings can inform mentoring programmes in supporting mentors to develop a close relationship with their mentees and promote the development of a role identity as a volunteer among mentors. A stronger role identity is in turn expected to enhance mentor retention in the programme.

An important and novel finding of this study is that relationship closeness contributes to mentors developing a volunteer role identity. Also, for the first time, the importance for mentors of support from significant others in fostering sustained volunteer engagement has been examined.

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.