The role of engagement in retaining volunteers

Jose M. Lorente (), Inés Küster () and Natalia Vila ()
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Jose M. Lorente: University of Valencia
Inés Küster: University of Valencia
Natalia Vila: University of Valencia

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 4, No 10, 1027-1055

Abstract: Abstract Under the Theory of Self-Determination, this paper determines the moderating role of volunteers’ engagement in their motivation and retention. A study with 761 volunteers from different types of NGOs and SEM methodology shows that (1) higher levels of psychological need to feel competent are associated with higher intrinsic motivation, and (2) higher volunteer satisfaction leads to higher intention to recommend the NGO to others; more in higher engaged volunteers. This study proposes that NGO managers should allow volunteers to choose the tasks that best meet their needs and even design their volunteer opportunities with motivating and meaningful tasks tailored to their preferences. The paper contributes as follows: (1) although the volunteer’s motivation has been studied, little research has focused on why a person wishes to volunteer and remain a volunteer; (2) the study of engagement applied to the field of volunteering is relative novel; and (3) there is a weakness in the literature related to the measures used to study volunteering motivations and engagement.

Keywords: Volunteer retention; NGO; Motivation; Engagement (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12208-024-00412-x

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