10 research outputs found

    Competition or collaboration? The effect of non-profit brand image on volunteer recruitment strategy

    Get PDF
    With increasing numbers of non-profit organizations and higher demand for a wider range of social services, the need for volunteers has never been greater. There is general agreement that competition within the sector is increasing, and this has led to organizations placing greater emphasis on building strong brand images to differentiate themselves from competitors. However, there are also many instances where non-profits have successfully collaborated with each other to achieve efficiencies and meet objectives. The purpose of this exploratory study is to examine, which of these approaches - competition or collaboration - is more appropriate for the challenge of volunteer recruitment. We use data from an empirical study of 1415 Australians to investigate whether, based on perceived organizational brand images, volunteering organizations compete with each other for volunteers or are seen as complimentary. Results indicate that while consideration of organizations with certain brand images - especially the Heroes image - means that donation of time to other volunteering organizations is unlikely, other organizational brand images, such as that of being a local volunteering organization or one that provides support to people experiencing difficulty are likely to be compatible, opening up valuable opportunities for collaborative marketing for the purpose of volunteer recruitment

    What motivates which volunteers? Psychographic heterogeneity among volunteers in Australia

    Get PDF
    Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteering motivations. The resulting segments include "classic volunteers," whose motivations are threefold: doing something worthwhile; personal satisfaction; and helping others. "Dedicated volunteers" perceive each one of the motives for volunteering as relevant, while "personally involved volunteers" donate time because of someone they know in the organization, most likely their child. "Volunteers for personal satisfaction" and "altruists" primarily wish to help others, and finally, "niche volunteers" typically have fewer and more specific drivers motivating them to donate time, for example, to gain work experience. The segments are externally validated and demonstrate significantly different socio-demographic profiles. Consequently, it seems that motivation-based data-driven market segmentation represents a useful way of gaining insight into heterogeneity amongst volunteers. Such insight can be used by volunteering organizations to more effectively target segments with customized messages

    Functional STAT3 deficiency compromises the generation of human T follicular helper cells

    Get PDF
    T follicular helper (Tfh) cells are critical for providing the necessary signals to induce differentiation of B cells into memory and Ab-secreting cells. Accordingly, it is important to identify the molecular requirements for Tfh cell development and function. We previously found that IL-12 mediates the differentiation of human CD4 + T cells to the Tfh lineage, because IL-12 induces naive human CD4 + T cells to acquire expression of IL-21, BCL6, ICOS, and CXCR5, which typify Tfh cells. We have now examined CD4 + T cells from patients deficient in IL-12Rp1, TYK2, STAT1, and STAT3 to further explore the pathways involved in human Tfh cell differentiation. Although STAT1 was dispensable, mutations in IL12RB1, TYK2, or STAT3 compromised IL-12-induced expression of IL-21 by human CD4 + T cells. Defective expression of IL-21 by STAT3-deficient CD4 + T cells resulted in diminished B-cell helper activity in vitro. Importantly, mutations in STAT3, but not IL12RB1 or TYK2, also reduced Tfh cell generation in vivo, evidenced by decreased circulating CD4 +CXCR5 + T cells. These results highlight the nonredundant role of STAT3 in human Tfh cell differentiation and suggest that defective Tfh cell development and/or function contributes to the humoral defects observed in STAT3-deficient patients
    corecore