Economics, Market Segmentation and Recruiting: Targeting Your Promotion to Volunteers' Needs

Abstract

ABSTRACT The nonprofit sector relies to a large degree on volunteer labor to accomplish its various missions. Significant research has been done on what motivates individuals to provide volunteer labor. Further, economists have recently recognized the importance of this sector and have begun to apply economic theory to the micro theoretic variables associated with the supply of volunteer labor. This paper is a preliminary look at the marketing implications of the macro theoretic variables associated with the supply of volunteer labor for the promotional strategies nonprofits use to attract volunteers.