Not just any volunteers: Segmenting the market to attract the high contributors

Journal of Nonprofit and Public Sector Marketing

Volumn 21, Issue 3, 2009, Pages 271-282

  Randle, Melanie ^a   Dolnicar, Sara ^a  

^a UNIVERSITY OF WOLLONGONG   (Australia)

Author keywords

Nonprofit marketing; Segmentation; Volunteering

Indexed keywords

EID: 70749148163     PISSN: 10495142     EISSN: 15406997     Source Type: Journal    
DOI: 10.1080/10495140802644513     Document Type: Article

References (32)

1. Alf, E. F., & Abrahams, N. M. (1975). The use of extreme groups in assessing relationships. Psychometrika, 40, 563-572.
2. Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67, 89-106.
3. Bendapudi, N., Singh, S. N., & Bendapudi, V. (1996). Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60, 33-49.
4. Bennett, R., & Kottasz, R. (2000). Advertising style and the recruitment of charity volunteers. Journal of Nonprofit and Public Sector Marketing, 8, 45-63.
5. Chiagouris, L. (2005). Nonprofit brands come of age. Marketing Management, 14, 30-33.
6. Curtis, J. E., Grabb, E. G., & Baer, D. E. (1992). Voluntary association membership in fifteen countries: A comparative analysis. American Sociological Review, 57, 139-152.
7. Dolnicar, S. (2004). Beyond commonsense segmentation: A systematics of segmentation approaches in tourism. Journal of Travel Research, 42, 244-250.
8. Dolnicar, S., & Randle, M. (2005). The international volunteering market: Market segments and competitive relations. University of Wollongong Higher Degree Research Student Conference Unpublished Conference Proceedings. Wollongong, New South Wales.
9. Dolnicar, S., & Randle, M. (2006). Environmental volunteers: Are they driven by altruism and a strong feeling of regional identity? Australasian Nonprofit and Social Marketing (Ansm) Conference Cd Proceedings. Newcastle, New South Wales.
10. Dolnicar, S., & Randle, M. (2007). What moves which volunteers? Psychographic heterogeneity among volunteers in Australia. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 18, 135-155.
11. Ewing, R. L., Govekar, M. A., Govekar, P. L., & Rishi, M. (2002). Economics, market segmentation and recruiting: Targeting your promotion to volunteers' needs. Journal of Nonprofit & Public Sector Marketing, 10, 61-76.
12. Florin, P., Jones, E., & Wandersman, A. (1986). Black participation in voluntary associations. Journal of Voluntary Action Research, 15, 65-86.
13. Frisch, M. B., & Gerrard, M. (1981). Natural helping systems: A survey of Red Cross volunteers. American Journal of Community Psychology, 9, 567-579.
14. Kingfisher, C. (2002). Western welfare in decline: Globalisation and women's poverty. Philadelphia: University of Pennsylvania Press.
15. Mazanec, J. (2000). Market segmentation. In J. Jafari (Ed.), Encyclopaedia of tourism. London: Routledge.
16. McDonald, M., & Dunbar, I. (1998). Market segmentation: How to do it, how to profit from it. Basingstoke, United Kingdom: Macmillan Press.
17. McPherson, J. M., & Rotolo, T. (1996). Testing a dynamic model of social composition: Diversity and change in voluntary groups. American Sociological Review, 61, 179-202.
18. Nichols, G., & King, L. (1999). Redefining the recruitment niche for the guide association in the United Kingdom. Leisure Sciences, 21, 307-320.
19. Omoto, A. M., & Snyder, M. (1995). Sustained helping without obligation: Motivation, longevity of service, and perceived attitude change among aids volunteers. Journal of Personality and Social Psychology, 68, 671-686.
20. Reed, P. B., & Selbee, L. K. (2000). Distinguishing characteristics of active volunteers in Canada. Nonprofit and Voluntary Sector Quarterly, 29, 571-592.
21. Riecken, G., Babakus, E., & Yavas, U. (1994). Facing resource attraction challenges in the nonprofit sector: A behavioristic approach to fund raising and volunteer recruitment. Journal of Professional Services Marketing, 11, 45-70.
22. Smith, J. D. (1999). Poor marketing or the decline of altruism? Young people and volunteering in the United Kingdom. International Journal of Nonprofit and Voluntary Sector Marketing, 4, 372-377.
23. Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33, 295-312.
24. Wray, B. R. (1994). Branding, product development and positioning the charity. The Journal of Brand Management, 1, 363-370.
25. Wymer, W. (1999). Understanding the volunteer markets: The case of senior volunteers. Journal of Nonprofit & Public Sector Marketing, 6, 1-23.
26. Wymer, W., Riecken, G., & Yavas, U. (1996). Determinants of volunteerism: A cross-disciplinary review and research agenda. Journal of Nonprofit & Public Sector Marketing, 4, 3-26.
27. Wymer, W., & Starnes, B. J. (2001a). Conceptual foundations and practical guidelines for recruiting volunteers to serve in local nonprofit organizations: Part I. Journal of Nonprofit & Public Sector Marketing, 9, 63-96.
28. Wymer, W., & Starnes, B. J. (2001b). Conceptual foundations and practical guidelines for retaining volunteers to serve in local nonprofit organizations: Part II. Journal of Nonprofit & Public Sector Marketing, 9, 97-118.
29. Wymer, W. W. (1997). Segmenting volunteers using values, self-esteem, empathy, and facilitation as determinant variables. Journal of Nonprofit & Public Sector Marketing, 5, 3-28.
30. Wymer, W. W. (2003). Differentiating literacy volunteers: A segmentation analysis for target marketing. International Journal of Nonprofit & Voluntary Sector Marketing, 8, 267-285.
31. Wymer, W. W., & Starnes, B. J. (1999). Segmenting subgroups of volunteers for target marketing: Differentiating traditional hospice volunteers from other volunteers. Journal of Nonprofit & Public Sector Marketing, 6, 25-50.
32. Yavas, U., & Riecken, G. (1997). Images of volunteer organizations: A positioning approach. Journal of Nonprofit & Public Sector Marketing, 5, 81-98.