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date: 08 April 2020

Abstract and Keywords

This chapter highlights the psychology underlying individual choices to get involved in volunteer activities, and we specifically highlight the organizational factors that impact such choices. It builds on psychological theory (Pierce, Kostova, & Dirks, 2001; Tajfel & Turner, 1979; Tyler & Blader, 2000) and argues that (anticipated) pride in the volunteer organization, (anticipated) respect within the organization, a sense of psychological ownership of the organization, and communications that the organization is open to newcomers, all are relevant in efforts aimed at recruiting new volunteers. This discussion specifically focuses on ways of fostering (1) the willingness of existing volunteers to engage in social network recruitment activities, and (2) nonvolunteers’ perceptions that the nonprofit organization is an attractive organization to work for as a volunteer. In addition, this chapter discusses strategies that help increase the willingness of paid employees to participate in corporate volunteer programs, and it highlights avenues for future research.

Keywords: volunteer work, recruitment, pride and respect, psychological ownership of the organization, recognition, morality, attraction to the organization.

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