NPOs marketing - nonvolunteers and organizations relationship and future volunteering intention

Resumo

This work aims to identify and categorize the main motives why individuals don¿t volunteer in NPOs, what are the characteristics of the relationship between nonvolunteers and NPOs as well as the probability of volunteering in the future. NPOs are always struggling for finding new volunteers to help the cause, so this work findings have important implications, both theoretical and practical. NPOs by gaining a deep understanding of potential volunteers can develop specific marketing and public relations strategies to attract volunteers to their causes. Further, the way they initiate, manage and maintain the relationship with this public can be managed in order to increase its quality and future volunteering intention. The theoretical model aims to explain future volunteering intention, starting from motives for not volunteering, relationship quality and type of relationship. Filling a literature gap, this work tries to identify and categorize motives why individuals don¿t volunteer. Further, the quality and type of relationship between nonvolunteers and NPO is characterized. Finally the impact of motives and relationships quality and type, in future volunteering intention is researched. In order to test the hypothesis several statistic methods were used. First of all, descriptive statistics were used to describe and analyse the sample. Next, a scale analysis was conducted in order to empirically validate it. In the beginning, a factor analysis to achieve an appropriated structure was used, and then a reliability analysis was conducted. In the end we tested the selected theoretical model to measure the volunteering future intention in the NPO through structural equations modeling. We conclude that there is a relationship between (a) motives for not volunteering and relationship quality; (b) motives for not volunteering and type of relationships; (c) relationship quality and volunteering future intention; (d) relationship quality and type of relationship e (e) motives for not volunteering and volunteering future intention.