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Call for Papers: JNPSM/“Volunteer Recruitment, Activation, Commitment and Retention”

Tuesday, October 30, 2018   (0 Comments)
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Call for Papers, Journal of Nonprofit & Public Sector Marketing (JNPSM) –


“Volunteer Recruitment, Activation, Commitment and Retention”

The topic of volunteer recruitment, activation, commitment and retention is an area of growing concern in the non-profit sector. There is a consistent view in research literature (Cuskelly, Hoye & Auld, 2006; Rochester, Paine, Howlett, Zimmeck, & Paine, 2010) that volunteering in developed communities is under pressure from a number of factors that intersect and impact on volunteers at different levels. These include broader socio-demographic patterns such as an ageing population, increasing social inequalities, disruption of marriage and family ties, reduction in religious attachment, suburbanization, and, the fragmentation of traditional community life and interaction patterns due to residential mobility (Evers, 2016). Some authors (Lim & Laurence, 2015) have thus argued that due to these pressures and others there has been a decline in volunteering.

Diverse theoretical lens can be applied to understand volunteering including: marketing to attract and retain volunteers through relationship marketing (Bussell & Forbes, 2006), volunteers experiencing transformation (Mulder et al 2015), internal marketing strategies to increase volunteer retention (Bennett & Barkensjo, 2005), self-congruity theory to investigate the match to organization and volunteer (Randle & Dolincar, 2011), quality of life and motivation to volunteer (Taghian et al 2012) and applying agency, stakeholder and stewardship theory to enhance non-profit governance and thereby various aspects of volunteering (Van Puyvelde et al, 2011).  Corporate volunteering programs (Grant, 2012) offer a number of distinctive advantages to nonprofits, particularly economies of scale for recruiting and organizing volunteer efforts yet are relatively little researched for example using the lens of corporate social responsibility.


Contemporary issues around recruitment, activation, commitment and retention associated with the evolution of volunteering in present day society and in the future, are to be the focus of this issue. We invite critically informed articles that examine volunteering as a subject for research, or present examples of current and recent research in volunteering in the nonprofit sector and across sectors.

This special issue calls for any work addressing and advancing these issues, with focus but are not limited to:-

  • How emerging technologies have impacted on volunteering;
  • Volunteering trends;
  • Volunteering as key to sustaining communities;
  • The challenges of formal and informal volunteering;
  • Personal / social benefits of volunteering;
  • Value and positioning of volunteering;
  • Marketing for volunteer recruitment;
  • Impacts on retention and commitment of volunteers;
  • Measuring and demonstrating the collective impact of volunteering;
  • Different cultural and faith based understandings of volunteers and volunteering;
  • Involvement of diverse communities to volunteering i.e. People with a disability or CALD communities;
  • Spontaneous volunteering in crisis, disaster and emergency;
  • Volunteer identity;
  • Volunteering in social movements or political campaigns;
  • Enculturation of volunteers into the organization;
  • Volunteer motivation and reward, transitioning from short-term to long-term
  • Management and governance in volunteer involving organisations;
  • New or hybrid forms of volunteering i.e. Virtual volunteering, Micro-volunteering, Pro bono or skilled volunteering, Voluntourism, corporate volunteering.
  • Better understanding of volunteers for non-profit and for-profit organisations
  • Volunteering of employees in the public sector


Articles may be developed around a particular volunteering topic, or around a particular type of organisation. Conceptual and empirical contributions are welcomed, including comparative analysis, case study research, survey research and diverse theoretical frameworks.  

This edition will be edited by guest editors Dr Pam Kappelides (La Trobe University, Australia), Dr Claire D’Souza (La Trobe University, Australia), Dr Bob McDonald (Texas Tech University USA) and Dr Gillian Sullivan Mort (La Trobe University, Australia).


Important Dates

Submission of full paper before: 23 January 2019

Notification of first review before: 23 April 2019

Submission of revised manuscript: 23 July 2019

Second review / minor revision / final acceptance 23 September 2019

Publication of Special Issue: Issue 5 2019 (approximately)

Instructions for authors and manuscript submission

All enquiries should be directed to lead SI Editor or the JNPSM Editor or



The Journal of Nonprofit & Public Sector Marketing (JNPSM) is a peer reviewed journal devoted to the study of the adaptation of traditional marketing principles for use by nonprofit organizations and government agencies. The journal is broadly interested in the variety of topics included in the domain of nonprofit marketing, including donor and volunteer recruitment and retention, political marketing, social marketing, marketing strategy and planning, Internet marketing for nonprofit organizations, public relations, media planning, and so forth. Contributors of articles typically come from academic backgrounds. However, the articles are written in an accessible style to benefit a scholarly and practitioner readership. The journal is vital reading for a variety of professionals. Marketing professionals, scholars, and researchers from such disciplines as leisure services -- parks, recreation, tourism, public relations, higher education administration, and health care -- will discover a wealth of valuable information in JNPSM.



Bennett, R. & Barkensjo A. (2005) Internal Marketing, Negative Experiences, and Volunteers’ Commitment to Providing High-Quality Services in a UK Helping and Caring Charitable Organization. Voluntas, 16 (3) 251 – 274.

Bussell, H. & Forbes, D. (2006) Developing relationship marketing in the voluntary sector, Journal of Nonprofit & Public Sector Marketing, 15 (1/2), 151-174.

Cuskelly, G., Hoye, R., & Auld, C. (2006). Working with volunteers in sport: theory and practice. London: Routledge.

Evers, A. (2016) The meaning of volunteering: The general and constant versus the differentiation and shifting. Foundations of Science, 21 (2) 339-342. 

Grant, A.M. (2012) Giving time, time after time: Work design and sustained employee participation in corporate volunteering. Academy of Management Review, 37 (4), 589 – 615.

Lim, C. & Laurence, J. (2015) Doing good when times are bad: volunteering behaviour in economic hard times The British Journal of Sociology, 666 (2) 319 – 344.

Mulder, M.R., Rapp, J.M., Hamby, A. & Weaver, T. (2015) Consumer transformation through volunteer service experiences. Services Industries Journal, 35 (15-16) 865-882.

Randle, M. & Dolnicar, S. (2011) Self-congruity and volunteering: A multi-organisation comparison European Journal of Marketing, 45 (5), 739-758.

Taghian, M., D’Souza, C. & Polonsky, M.J. (2012) A study of older Australians’ volunteering and quality of life: Empirical evidence and policy implications. Journal of Nonprofit & Public Sector Marketing, 24(2), 101-122

Van Puyvelde, S., Caers, R., Du Bois, C., & Jegers, M. (2011). The governance of nonprofit organizations: Integrating agency theory with stakeholder and stewardship theories. Nonprofit and Voluntary Sector Quarterly, 41(3), 431–451. 

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