Designing Effective Volunteering Appeals: Results of Choice-Based Conjoint and Latent Class Segmentation Analyses

Abstract

Volunteers represent an important resource for nonprofit organizations. The competition for volunteers is rising, increasing the pressure to optimize volunteer recruiting. One way to recruit volunteers is the use of volunteering appeals. To help optimize such volunteering appeals, we conducted two conjoint studies to identify the importance of design attributes of volunteering appeals as well as the utilities of the different attribute levels for potential volunteers by using choice-based conjoint analysis. The conjoint analyses are based on two student samples. We provide a segmentation of volunteers, allowing nonprofit organizations to design volunteering appeals according to specific target groups.

Keywords

volunteering volunteer recruitment nonprofit communication volunteer functions inventory choice-based conjoint

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