Many nonprofit organisations (NPOs) deliver their services and mission through volunteers. Brand has been shown to be a powerful influence on the decision to volunteer. What was not known was the role brand plays in volunteer choice between NPOs. Understanding this enables NPOs to be more effective at attracting the volunteers they need, particularly given limited budgets. Using Framework Analysis with a large qualitative sample, this paper contributes to that gap in knowledge. The research identifies three constructs driving volunteer choice of NPOs, sources of Brand Knowledge, level of Brand Engagement, and the behavioural process of choice, labelled Brand Discovery. Through exploring the relationship between these constructs, the study points to significant implications for NPOs for volunteer recruitment, importance of brand presence, and competitive set.
Mitchell, Sarah-Louise Clark, Moira
Department of Marketing
Year of publication: 2020Date of RADAR deposit: 2020-09-04