Who volunteers?: An investigation into the characteristics of charity volunteers
- 1 January 1989
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 5 (2) , 133-151
- https://doi.org/10.1080/0267257x.1989.9964095
Abstract
Charities cannot operate, with only salaried staff. They usually need volunteers to help with collections, organising events, etc. This paper empirically analyses the characteristics of such volunteers in terms of their demographic, lifestyle and psychographic composition. Knowledge of these key variables will enable charities to become more efficient in identifying and approaching people who are most likely to provide non‐financial assistance.Keywords
This publication has 16 references indexed in Scilit:
- The scope for market segmentation within the charity market: An empirical analysisManagerial and Decision Economics, 1989
- Targeting of Fund‐raising Appeals — How to Identify DonorsEuropean Journal of Marketing, 1988
- Market segmentationJournal of Marketing Management, 1987
- Marketing and MatchingManagement Decision, 1986
- The Stimulation and Planning of Blood Donation: A Marketing ProblemEuropean Journal of Marketing, 1983
- Market segmentation for fund raisersJournal of the Academy of Marketing Science, 1982
- Marketing's Application to Fund RaisingJournal of Marketing, 1971
- Broadening the Concept of Marketing. Too FarJournal of Marketing, 1969
- How Important to Marketing Strategy Is the "Heavy User"?Journal of Marketing, 1964
- Product Differentiation and Market Segmentation as Alternative Marketing StrategiesJournal of Marketing, 1956