The volunteer life cycle: a marketing model for volunteering

Hdl Handle:
http://hdl.handle.net/10149/96938
Title:
The volunteer life cycle: a marketing model for volunteering
Authors:
Bussell, H. (Helen); Forbes, D. (Deborah)
Affiliation:
University of Teesside. School of Business and Management.; Third Sector Development Unit
Citation:
Bussell, H. and Forbes, D. (2003) 'The volunteer life cycle: a marketing model for volunteering', Voluntary Action, 5 (3), pp.61-79.
Publisher:
Institute for Volunteering Research
Journal:
Voluntary Action
Issue Date:
2003
URI:
http://hdl.handle.net/10149/96938
Additional Links:
http://www.ivr.org.uk/evidence-bank/evidence-pages/The+volunteer+life+cycle
Abstract:
As the competition for volunteers becomes more acute and volunteer managers become increasingly concerned with the recruitment and retention of volunteers, marketing techniques are playing an ever more important role. Using the findings of a series of focus groups, this article examines the recruitment and retention of volunteers in northeastern England. The findings indicate that volunteer behaviour goes through a number of stages. A ‘volunteer life cycle’ model is developed which emphasises the relevance of voluntary organisations using marketing communications, recruitment and retention strategies to facilitate the volunteer’s experience, so that it results in continued volunteering rather than an exit from the activity.
Type:
Article
Language:
en
Keywords:
recruitment; retention; northeastern England; volunteer life cycle; marketing
ISSN:
1465-4067
Rights:
Author can archive publisher's version/PDF. [Email from Research Dissemination & Administration Assistant at Institute for Volunteering Research, 28/06/2010]
Citation Count:
0 [Web of Science and Scopus, 20/04/2010]

Full metadata record

DC FieldValue Language
dc.contributor.authorBussell, H. (Helen)en
dc.contributor.authorForbes, D. (Deborah)en
dc.date.accessioned2010-04-20T15:20:37Z-
dc.date.available2010-04-20T15:20:37Z-
dc.date.issued2003-
dc.identifier.citationVoluntary Action; 5 (3): 61-79en
dc.identifier.issn1465-4067-
dc.identifier.urihttp://hdl.handle.net/10149/96938-
dc.description.abstractAs the competition for volunteers becomes more acute and volunteer managers become increasingly concerned with the recruitment and retention of volunteers, marketing techniques are playing an ever more important role. Using the findings of a series of focus groups, this article examines the recruitment and retention of volunteers in northeastern England. The findings indicate that volunteer behaviour goes through a number of stages. A ‘volunteer life cycle’ model is developed which emphasises the relevance of voluntary organisations using marketing communications, recruitment and retention strategies to facilitate the volunteer’s experience, so that it results in continued volunteering rather than an exit from the activity.en
dc.language.isoenen
dc.publisherInstitute for Volunteering Researchen
dc.relation.urlhttp://www.ivr.org.uk/evidence-bank/evidence-pages/The+volunteer+life+cycleen
dc.rightsAuthor can archive publisher's version/PDF. [Email from Research Dissemination & Administration Assistant at Institute for Volunteering Research, 28/06/2010]en
dc.subjectrecruitmenten
dc.subjectretentionen
dc.subjectnortheastern Englanden
dc.subjectvolunteer life cycleen
dc.subjectmarketingen
dc.titleThe volunteer life cycle: a marketing model for volunteeringen
dc.typeArticleen
dc.contributor.departmentUniversity of Teesside. School of Business and Management.en
dc.contributor.departmentThird Sector Development Uniten
dc.identifier.journalVoluntary Actionen
ref.citationcount0 [Web of Science and Scopus, 20/04/2010]en
or.citation.harvardBussell, H. and Forbes, D. (2003) 'The volunteer life cycle: a marketing model for volunteering', Voluntary Action, 5 (3), pp.61-79.en
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