Retaining volunteers for the cause: Hope and pride associated with cause-related charity events in cancer control
Article
Article Title | Retaining volunteers for the cause: Hope and pride associated |
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Article Category | Article |
Authors | Legg, Melissa (Author), Hyde, Melissa K. (Author), Chambers, Suzanne K. (Author), Ng, Shu-Kay (Author), Scuffham, Paul (Author), Stein, Kevin (Author) and Dunn, Jeff (Author) |
Journal Title | Journal of Philanthropy and Marketing |
Journal Citation | 27 (1), pp. 1-10 |
Article Number | e1707 |
Number of Pages | 10 |
Year | 2021 |
Publisher | John Wiley & Sons |
Place of Publication | United Kingdom |
ISSN | 2691-1361 |
Digital Object Identifier (DOI) | https://doi.org/10.1002/nvsm.1707 |
Web Address (URL) | https://onlinelibrary.wiley.com/doi/full/10.1002/nvsm.1707 |
Abstract | Special charity events are an important source of revenue for non-profit organisations in cancer control yet volunteering is declining and turnover is high. Experiences at cause-related events may influence retention, particularly emotions connected to the cause and ceremonies which honour cancer survivors and remember loved ones. We explore the degree to which emotions associated with cause-related volunteering and collective action in the literature are felt in response to Relay For Life and what emotions predict three indicators of retention: intention to return for future events, satisfaction with volunteering, and organisational commitment. Volunteers (n = 410) completed a cross-sectional survey at Relay For Life events in Queensland, Australia. Multiple regression analyses examined whether emotions associated with events predicted each indicator of retention, adjusting for number of years spent volunteering for events. Sixty-two percent reported an intention to return the following year. The most commonly reported event-related emotions were hope, pride, and empathy (62–69%). Intention to return, satisfaction, and commitment were each significantly predicted by hope and pride. The findings suggest special charity events in cancer control could retain volunteers by fostering pride and hope (e.g., for a cancer free future); however, future prospective research which examines the mechanisms of these relationships is warranted. |
Keywords | cause-related events; emotions; volunteering |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 420699. Public health not elsewhere classified |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
Division of Research and Innovation | |
Emory University, United States | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7qzq/retaining-volunteers-for-the-cause-hope-and-pride-associated-with-cause-related-charity-events-in-cancer-control
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