Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering motives among retirees Export

@article{citeulike:3473433, abstract = {This paper examines whether older adult volunteers share similar or diverse motives for volunteering. Previous research has often treated senior citizen volunteers as a homogenous group that is significantly different from other cohorts. This paper argues that the senior citizen segment is far from homogeneous in its motives for, and behaviour towards, volunteering, which may have a significant impact on the effectiveness of recruitment and promotional campaigns. An exploratory study was conducted and, as expected, interviewees identified a variety of benefits sought from volunteering. There was considerable variability in the importance of these benefits among respondents, suggesting that further clustering would be useful. Implications for recruitment and promotional campaigns are discussed. Copyright {\copyright} 2004 Henry Stewart Publications}, address = {Morgan State University, Dept of Business Administration, 1700 Cold Spring Lane, Baltimore, MD 21251, USA}, author = {Callow, Michael}, citeulike-article-id = {3473433}, citeulike-linkout-0 = {http://dx.doi.org/10.1002/nvsm.252}, citeulike-linkout-1 = {http://www3.interscience.wiley.com/cgi-bin/abstract/112636666/ABSTRACT}, doi = {10.1002/nvsm.252}, journal = {International Journal of Nonprofit and Voluntary Sector Marketing}, keywords = {volunteer, volunteer\_motivation, volunteer\_recruitment, volunteering\_in\_retirement}, number = {3}, pages = {261--274}, posted-at = {2008-11-02 13:24:12}, priority = {2}, title = {Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering motives among retirees}, url = {http://dx.doi.org/10.1002/nvsm.252}, volume = {9}, year = {2004} }

TY - JOUR ID - citeulike:3473433 L3 - citeulike-article-id:3473433 N2 - This paper examines whether older adult volunteers share similar or diverse motives for volunteering. Previous research has often treated senior citizen volunteers as a homogenous group that is significantly different from other cohorts. This paper argues that the senior citizen segment is far from homogeneous in its motives for, and behaviour towards, volunteering, which may have a significant impact on the effectiveness of recruitment and promotional campaigns. An exploratory study was conducted and, as expected, interviewees identified a variety of benefits sought from volunteering. There was considerable variability in the importance of these benefits among respondents, suggesting that further clustering would be useful. Implications for recruitment and promotional campaigns are discussed. Copyright © 2004 Henry Stewart Publications IS - 3 JF - International Journal of Nonprofit and Voluntary Sector Marketing AD - Morgan State University, Dept of Business Administration, 1700 Cold Spring Lane, Baltimore, MD 21251, USA EP - 274 TI - Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering motives among retirees VL - 9 SP - 261 KW - volunteer KW - volunteer_motivation KW - volunteer_recruitment KW - volunteering_in_retirement AU - Callow, Michael PY - 2004/// UR - http://dx.doi.org/10.1002/nvsm.252 ER -