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Characteristics that predict volunteer retention and fundraising in community-based challenge events
Dunn, Jeff Ng, Shu-Kay Hyde, Melissa K. Legg, Melissa Zajdlewicz, Leah Stein, Kevin Savage, Anne Scuffham, Paul A. Chambers, Suzanne K.
Dunn, Jeff
Ng, Shu-Kay
Hyde, Melissa K.
Legg, Melissa
Zajdlewicz, Leah
Stein, Kevin
Savage, Anne
Scuffham, Paul A.
Chambers, Suzanne K.
Abstract
The financial viability of many not-for-profit organisations is linked to community fundraising by volunteers. This study explored predictors of volunteer retention and fundraising performance in relay for life (RFL), an international volunteer community-based cancer fundraising event. A self-report survey completed by 1298 RFL volunteers (24% response) assessed: satisfaction with volunteering; organisational commitment; psychological sense of connection; motives; social norms; capacity to volunteer as in perceived behavioural control and barriers to volunteering; satisfaction with community; behavioural intention. Primary outcomes were return participation in RFL and funds raised. Returning volunteers reported higher perceived behavioural control and satisfaction with community. Indirect effects through age-moderated intention-to-return were higher satisfaction with volunteering; organisational commitment; psychological sense of connection; capacity to volunteer. Funds raised were higher in teams with volunteers who were older, strongly committed to the organisation and motivate to fight cancer; with low interest in social/entertainment. Strategies to nurture the volunteer-organisation relationship and enhance volunteer capabilities may be most crucial for event success and long-term viability.
Keywords
nonprofit, peer-to-peer fundraising, volunteer retention, volunteers
Date
2021
Type
Journal article
Journal
Journal of Philanthropy and Marketing
Book
Volume
27
Issue
4
Page Range
1-7
Article Number
Article e1732
ACU Department
Faculty of Health Sciences
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled