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Relationship Marketing (RM) and The Volunteer Life Cycle

Relationship Marketing (RM) and The Volunteer Life Cycle. Deborah Forbes Newcastle University Sports Volunteering Research N etwork April 2013. Content. Background to Volunteer research Relationship Marketing defined The VLC explained Sector specific The future?. The 4 W’s.

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Relationship Marketing (RM) and The Volunteer Life Cycle

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  1. Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports Volunteering Research Network April 2013

  2. Content • Background to Volunteer research • Relationship Marketing defined • The VLC explained • Sector specific • The future?

  3. The 4 W’s • What is a volunteer - defined • Who is a volunteer - characteristic's • Why do they volunteer - motivation • Where do they volunteer - context • Bussell, H., & Forbes, D. (2002). Understanding the volunteer market: The what, where, who and why of volunteering. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), 244-257.

  4. What is Relationship Marketing • RM is a set of marketing activities oriented to establishing, developing, maintaining and terminating relational exchanges (Morgan & Hunt 1994) • RM aims to establish, develop and maintain relationships with clients (Berry 1995)

  5. The Volunteer Lifecycle explained

  6. The Customer Relationship Life Cycle (Gronroos, 2000 p.237)

  7. The Volunteer Lifecycle • Determinants of volunteering (corresponding to Gronroos’ initial stage) • The decision to volunteer (purchasing stage) • Volunteer activity (consumption process) • The committed volunteer (repeat purchase)

  8. 1. Determinants of volunteering • Raising awareness/ promote • AIDA • I go to supermarkets, health centres. I give talks to church groups. I put up posters, …visit leisure centres...I would say that the most successful is the leisure centre because people there have a lot of free time

  9. HOW • word of mouth • leaflets and other printed media • using Volunteer Centre databases • organising or speaking at events during Volunteer Week • press / radio adverts • online - on your own website and via volunteer recruitment websites. • Research shows that web users are incredibly fickle. Unless highly motivated, if they can't find what they want in a few seconds they will go elsewhere • Not everyone likes the word volunteering, but almost everyone knows what it means. If you are looking to recruit on your site and you don't have a link to volunteering in a prominent position then you are in danger of losing a sizeable number of potential volunteers

  10. 2. The decision to volunteer • Dialogue • Evaluation • Fit

  11. 3. Volunteer activity • Volunteer management • Engagement • ‘We don’t party enough’ • ‘one size does not fit all’. • Episodic volunteer • Episodic volunteering has been called “one of the fastest growing trends in the field of volunteerism” (Cnaan & Handy, 2005, p. 29). • Traditional volunteer

  12. = The committed volunteer • Retention • Loyalty • Identification

  13. RELATIONSHIPS IN THE VOLUNTEER LIFE CYCLE

  14. Bussell and Forbes (2005)The Theatre Volunteer Lifecycle Keswick DFC

  15. Any Questions

  16. Sources/ Additional Reading • Bussell, H., & Forbes, D. (2002). Understanding the volunteer market: The what, where, who and why of volunteering. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), pp. 244-257. • Bussell, H. & Forbes, D. (2003). The Volunteer Life Cycle: a marketing model for volunteering. Voluntary Action, 5(3), pp. 61–79. • Bussell, H., & Forbes, D. (2006). Developing relationship marketing in the voluntary sector. Journal of Nonprofit & Public Sector Marketing, 15(1-2), pp. 151-174. • Bussell, H., & Forbes, D. (2007). Volunteer management in arts organizations: A case study and managerial implications. International Journal of Arts Management, 9(2), pp. 16-28. • Das, K. (2009). Relationship marketing research (1994-2006): an academic literature review and classification. Marketing Intelligence & Planning, 27(3), pp. 326-363. • Grönroos, C. (1994) "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing", Management Decision, Vol. 32 Iss: 2, pp.4 – 20 • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 20-38. • Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), pp. 236-245.

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