Special Session: Optimizing the Design of Volunteering Appeals: A Choice-Base Conjoint Study Based on the Theory of Functional Volunteering Appeals: An Abstract

Abstract

As Barrick and colleagues (Barrick et al. 2005) stated, acts of peer support, such as volunteering, can be regarded as a “route to enlightenment and interdependence”. Volunteers are a crucial resource for nonprofit organizations and help them to achieve societal goals. Given the scarcity of resources in nonprofit organizations, it is important for organizations to know how potential volunteers can be efficiently recruited. This study is designed to determine which combination of ad features is best perceived by recipients of the ad. Based on those results, decisions can be made regarding the optimal design of advertising appeals and the allocation of advertising budgets. Based on the theory of functional (volunteering) motives and previous advertising/marketing research, this paper examines how volunteering appeals can be optimized. According to the Clary and colleagues’ (Clary et al. 1992) functional approach to volunteers’ motivation, volunteering serves different functions, namely: (1)values functions (i.e., expression of personal values)(2)understanding function (i.e., learning new things and facts or developing new skills)(3)enhancement function (i.e., personal development)(4)career function (i.e., acquisition of soft skills desired by employers)(5)social function (i.e., strengthening of social bonds), and(6)protective function (i.e., avoiding of negative feelings) The study design considers volunteer engagement motives as an attribute of volunteering appeals. In addition, and as a substitute for monetary costs, the time expense that relates to the volunteering engagement is considered as another attribute of volunteering appeals. Further attributes will be included in the study based on previous advertising research. This empirical research uses a choice-based conjoint approach in order to estimate pathworth utilities as well as the relative importance of the consider appeal attributes. The study is based on a sample of students from different study subjects of a German university.