The nonprofit sector is an important part of the economic system, one that relies heavily on volunteer labor. Understanding higher participation levels among volunteers, particularly volunteering marketing professionals, not only affects the performance of individual nonprofit organizations but also has profound impact on the entire nonprofit sector of the economy. Using identity theory adapted from the consumer behavior literature, the authors investigate the motivation of dedicated volunteers. Results suggest that organizational attachment, involvement, emotions, and identity importance are useful for understanding volunteers' dedication. In this context, devoted volunteers make a significant impact on societal welfare.
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