Developing relationship marketing in the voluntary sector

Hdl Handle:
http://hdl.handle.net/10149/58388
Title:
Developing relationship marketing in the voluntary sector
Authors:
Bussell, H. (Helen); Forbes, D. (Deborah)
Affiliation:
University of Teesside. Teesside Business School.
Citation:
Bussell, H. and Forbes, D. (2006) 'Developing relationship marketing in the voluntary sector', Journal of Nonprofit & Public Sector Marketing, 15 (1/2), pp.151-174.
Publisher:
Taylor & Francis
Journal:
Journal of Nonprofit & Public Sector Marketing
Issue Date:
Jul-2006
URI:
http://hdl.handle.net/10149/58388
DOI:
10.1300/J054v15n01_08
Abstract:
As more and more elements of the welfare state and community development in the United Kingdom have become dependent on the voluntary sector volunteer involvement has become an important issue. However, voluntary organisations believe that the recruitment situation has deteriorated and that it will become more difficult to recruit volunteers over the next five years. Building upon the findings of previous research (Bussell and Forbes 2002, 2003), this article uses a relationship marketing approach to examine recruitment and retention issues in the voluntary sector in the North East of England. A series of focus groups comprising directors of voluntary sector development agencies in the region, voluntary organisation co-ordinators and volunteers explore the key marketing issues facing the sector. The article concludes that there are a variety of relationships, which must be managed effectively to create a committed and loyal volunteer.
Type:
Article
Keywords:
relationship marketing; voluntary sector; marketing; volunteers
ISSN:
1540-6997
Rights:
Subject to restrictions, author can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 25/06/2010]
Citation Count:
3 [Scopus, 7/12/2009]

Full metadata record

DC FieldValue Language
dc.contributor.authorBussell, H. (Helen)-
dc.contributor.authorForbes, D. (Deborah)-
dc.date.accessioned2009-04-01T10:50:47Z-
dc.date.available2009-04-01T10:50:47Z-
dc.date.issued2006-07-
dc.identifier.citationJournal of Nonprofit & Public Sector Marketing; 15 (1/2): 151-174-
dc.identifier.issn1540-6997-
dc.identifier.doi10.1300/J054v15n01_08-
dc.identifier.urihttp://hdl.handle.net/10149/58388-
dc.description.abstractAs more and more elements of the welfare state and community development in the United Kingdom have become dependent on the voluntary sector volunteer involvement has become an important issue. However, voluntary organisations believe that the recruitment situation has deteriorated and that it will become more difficult to recruit volunteers over the next five years. Building upon the findings of previous research (Bussell and Forbes 2002, 2003), this article uses a relationship marketing approach to examine recruitment and retention issues in the voluntary sector in the North East of England. A series of focus groups comprising directors of voluntary sector development agencies in the region, voluntary organisation co-ordinators and volunteers explore the key marketing issues facing the sector. The article concludes that there are a variety of relationships, which must be managed effectively to create a committed and loyal volunteer.-
dc.publisherTaylor & Francis-
dc.rightsSubject to restrictions, author can archive post-print (ie final draft post-refereeing). For full details see http://www.sherpa.ac.uk/romeo/ [Accessed 25/06/2010]-
dc.subjectrelationship marketing-
dc.subjectvoluntary sector-
dc.subjectmarketing-
dc.subjectvolunteers-
dc.titleDeveloping relationship marketing in the voluntary sector-
dc.typeArticle-
dc.contributor.departmentUniversity of Teesside. Teesside Business School.-
dc.identifier.journalJournal of Nonprofit & Public Sector Marketing-
ref.assessmentRAE 2008-
ref.citationcount3 [Scopus, 7/12/2009]-
or.citation.harvardBussell, H. and Forbes, D. (2006) 'Developing relationship marketing in the voluntary sector', Journal of Nonprofit & Public Sector Marketing, 15 (1/2), pp.151-174.-
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