Deepening Knowledge on Volunteers Using a Marketing Perspective: Segmenting Turkish Volunteers According to Their Motivations

Abstract

A steady increase in the marketing-based managerial point of view by the third sector manifests itself when exploring the question of what motivates volunteers to make unpaid contributions to a nonprofit organization (NPO). An in-depth investigation into volunteer motivations can be approached by looking at the quantitative marketing method of market segmentation. In this context, the purpose of the present study is to conduct a segmentation analysis of volunteers in Istanbul based on their motivations to volunteer and to enrich these segments with concomitant variables. Findings from the segmentation analysis identified five distinct segments of volunteers: self-improver, career-driven, benevolent soul, social networker, and faithful spirit. For theorists, this study presents an application of segmenting and a profile of volunteers based on the motivations to volunteer, whereas on the management side, the study provides knowledge constructed on empirical findings that shall serve to contribute to the recruitment and retention efforts of NPOs.