The volunteer matrix: positioning of volunteer organizations

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-05-01 DOI:10.1002/NVSM.406

Debbie Haski-Leventhal, Lucas Meijs

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引用次数: 34

Abstract

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. Copyright © 2010 John Wiley & Sons, Ltd.

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志愿者矩阵:志愿者组织的定位

在志愿者组织面临的激烈竞争中，人们愿意贡献自己的时间，营销策略应该被使用。为了提高组织的招聘能力(招募合适志愿者的能力)，志愿者组织了解组织的定位和所提供的志愿服务类型是很重要的。在当前的文章中，我们建议使用一种营销工具来提高招募志愿者的能力:定位和感知映射。我们的感知映射——志愿者矩阵基于两个维度:价格(与志愿者体验相关的不同成本)和质量(志愿者体验的整体质量)。因此，矩阵包括四个不同的位置，我们展示了不同的志愿者组织或角色在每个位置的定位方式。还讨论了可能的实施矩阵，以招募合适的志愿者和留住他们。版权所有©2010 John Wiley & Sons, Ltd

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.