Title

Give them something to smile about: A marketing-oriented approach to volunteer recruitment and retention

Document Type

Conference Paper

Publication Details

Karl, K., Peluchette, J. V. & Hall, L. M. (2007). Give them something to smile about: A marketing-oriented approach to volunteer recruitment and retention. Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators (pp. 222-254). South Charleston, WV: Association of Collegiate Marketing Educators.

Abstract

Using a marketing perspective, this study investigates whether the issue of “fun at work” would appeal to volunteers as a part of an effort to enhance recruitment and retention. Specifically, we examined volunteers’ attitudes toward fun, their perceptions of what is fun and what is not, and the relative importance of workplace fun in what they perceive as an ideal volunteer position. In general, we found that volunteers had positive attitudes towards fun and experiencing fun at work was associated with higher job satisfaction and lower turnover intentions. Although “a fun workplace” was ranked relatively low in importance relative to other reasons why they volunteer, creating such an environment could enhance retention. Some age and gender differences were found in the perceptions of whether certain activities are fun or not. The implications of these results and directions for future research are discussed.

RIS ID

36974

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