Poor marketing or the decline of altruism? Young people and volunteering in the United Kingdom

Smith, Justin Davis

doi:10.1002/nvsm.89

Cited by 36 publications

(29 citation statements)

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“…Therefore Hankinson and Rochester (2005) suggested using branding methods to change the images of volunteering and promote the willingness to volunteer. Studies (Niyazi, 1996;Smith, 1999) also showed that volunteering suffers from negative images, especially among young people, and is perceived as expensive, time consuming, boring, and out-dated (the preserve of white, middle-aged, middle-class females), which in turn can lead to difficulties in recruiting and retaining volunteers. Smith (1999) found that 61 per cent of young people could not see the point of volunteering, and 41 per cent thought their friends would think badly of them if they volunteered.…”

Section: Marketing and Volunteerismmentioning

confidence: 94%

The volunteer matrix: positioning of volunteer organizations

Haski‐Leventhal

Meijs

2010

J of Philanthropy and Mktg

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In the fierce competition that volunteer involving organizations face nowadays over people's willingness to donate their time, marketing strategies should be used. In order to enhance the organization's recruitability (ability to recruit suitable volunteers), it is important for volunteer organizations to understand what the positioning of the organization is and the type of volunteering that is being offered. In the current article we suggest using a marketing tool to increase the ability to recruit volunteers: positioning and perceptual mapping. Our perceptual mapping -the volunteer matrix is based on two dimensions: price (different costs attached to the volunteer experience) and quality (the overall quality of the volunteering experience). Thus, the matrix includes four different positions, and we demonstrate the manners in which different volunteer organizations or roles are positioned in each. Discussed are also the possible implementations of the matrix in order to recruit suitable volunteers and retain them.

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Section: Marketing and Volunteerismmentioning

confidence: 94%

The volunteer matrix: positioning of volunteer organizations

Haski‐Leventhal

Meijs

2010

J of Philanthropy and Mktg

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“…This is also the case among young volunteers. Davis Smith found a marked difference in relation to the school leaving age of young volunteers, with a small minority of his sample (15%) leaving school at 16 or earlier and higher participation rates among the higher socio-economic groups 48 .…”

Section: Who Volunteers?mentioning

confidence: 95%

Understanding the volunteer market: the what, where, who and why of volunteering

Bussell

Forbes

2002

J of Philanthropy and Mktg

343

319

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Although the work of the voluntary sector is growing the number of people volunteering is not increasing at a comparable rate. This paper argues that the key to an organisation"s success in recruiting and retaining its volunteers is to have an understanding of its target group. As a means to developing this understanding this paper reviews the prior research on volunteering and outlines the current situation in the voluntary sector with regard to the donation of time. The review shows that those who volunteer are an extremely diverse group active in a wide variety of contexts. This makes the definition of a volunteer a more complex task than one would expect. It also demonstrates that individuals and organisations may volunteer for reasons other than purely altruistic motives. Finally, the paper identifies gaps in this area of research and presents topics for further research.3

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“…However, students face a number of barriers to volunteering, such as the rising costs of education and the need to undertake more paid work, thus reducing the time available to volunteer (Evans & Saxton, 2005). Some young people also have a negative perception of volunteering as "not cool," "boring," and time-consuming, based on stereotypical views of volunteering (Commission on the Future of Volunteering, 2008;Davis Smith, 1999;Niyazi, 1996).…”

Section: Introductionmentioning

confidence: 99%

Motivations and Benefits of Student Volunteering: Comparing Regular, Occasional, and Non-Volunteers in Five Countries

Smith

Holmes

Haski‐Leventhal

et al. 2010

CJNSER

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Programs targeting student volunteering and service learning are aimed at encouraging civic behaviour among young people. This article reports on a large-scale international survey comparing volunteering among university students in Australia, Canada, New Zealand, the United Kingdom, and the United States. The data revealed high rates of student volunteering and the popularity of occasional volunteering. It also revealed that other young people were the main beneficiaries of students' voluntary activities. Student volunteers were influenced by a mix of motivations and benefits, with differences on a continuum of volunteer involvement between those volunteering regularly, those volunteering occasionally, and those not volunteering. RÉSUMÉ

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Poor marketing or the decline of altruism? Young people and volunteering in the United Kingdom

Abstract: This paper addresses the issue of the apparent decline in youth volunteering

Cited by 36 publications

References 1 publication

The volunteer matrix: positioning of volunteer organizations

The volunteer matrix: positioning of volunteer organizations

Understanding the volunteer market: the what, where, who and why of volunteering

Motivations and Benefits of Student Volunteering: Comparing Regular, Occasional, and Non-Volunteers in Five Countries

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