Journal Article

Rethinking nonprofit brands through a volunteer lens: Time for B2V


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.

Attached files


Mitchell, Sarah-Louise
Clark, Moira

Oxford Brookes departments

Department of Marketing


Year of publication: 2020
Date of RADAR deposit: 2020-09-04

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

Related resources

This RADAR resource is the Accepted Manuscript of Rethinking non-profit brands through a volunteer lens: Time for B2V


  • Owner: Joseph Ripp
  • Collection: Outputs
  • Version: 1 (show all)
  • Status: Live
  • Views (since Sept 2022): 339