Eva Maria Jedicke, S. Olk, Adnan Zogaj, D. Tscheulin, Jörg Lindenmeier
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Designing Effective Volunteering Appeals: Results of Choice-Based Conjoint and Latent Class Segmentation Analyses
Volunteers represent an important resource for nonprofit organizations. The competition for volunteers is rising, increasing the pressure to optimize volunteer recruiting. One way to recruit volunteers is the use of volunteering appeals. To help optimize such volunteering appeals, we conducted two conjoint studies to identify the importance of design attributes of volunteering appeals as well as the utilities of the different attribute levels for potential volunteers by using choice-based conjoint analysis. The conjoint analyses are based on two student samples. We provide a segmentation of volunteers, allowing nonprofit organizations to design volunteering appeals according to specific target groups.
期刊介绍:
Nonprofit and Voluntary Sector Quarterly, the journal of the Association for Research on Nonprofit Organizations and Voluntary Action, is an international, interdisciplinary journal that seeks to enhance the quality of life and general welfare of humanity through effective and appropriate voluntary action by reporting on research and programs related to voluntarism, citizen participation, philanthropy, and nonprofit organizations in societies around the world.