Nonprofit brand heritage its ability to influence volunteer retention, engagement, and satisfaction

Ross Curran, B. Taheri, R. MacIntosh, K. O'Gorman

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.
Original languageEnglish
Pages (from-to)1234-1257
Number of pages24
JournalNonprofit and Voluntary Sector Quarterly
Volume45
Issue number6
Early online date23 Feb 2016
DOIs
Publication statusPublished - 1 Dec 2016
Externally publishedYes

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