Short answer
Designers of recruitment campaigns should consider the target audience's prior involvement in volunteering and adapt the appeal strategy to maximize engagement.
- Field
- Innovation & Markets
- Source
- Yönetim Bilimleri Dergisi (2021)
- Method
- Experimental research
- Sample
- Not specified, but Study 1 comprised 'mainly volunteering adults' and Study 2 comprised a 'mainly non-volunteer student sample'.
- Evidence
- Moderate effect
Tailoring recruitment messages to an audience's existing volunteer status significantly impacts their intention to engage. This innovation & markets research insight is drawn from a 2021 study published in Yönetim Bilimleri Dergisi. Using Experimental research with Not specified, but Study 1 comprised 'mainly volunteering adults' and Study 2 comprised a 'mainly non-volunteer student sample'., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers of recruitment campaigns should consider the target audience's prior involvement in volunteering and adapt the appeal strategy to maximize engagement.
Other-oriented appeals boost volunteer intentions for existing volunteers; self-oriented appeals for non-volunteers.
Tailoring recruitment messages to an audience's existing volunteer status significantly impacts their intention to engage.
Yönetim Bilimleri Dergisi · 2021
Key Findings
- 01For existing volunteers, other-oriented messages were more activating than self-oriented messages.
- 02For non-volunteers (specifically students), self-oriented messages led to higher intentions to volunteer compared to other-oriented messages.
- 03Combined data confirmed that non-volunteers showed higher intention to volunteer with self-oriented appeals.
Application
Design takeaway
Designers of recruitment campaigns should consider the target audience's prior involvement in volunteering and adapt the appeal strategy to maximize engagement.
How to apply
When developing a campaign for a non-profit or community initiative, create two versions of your recruitment materials: one emphasizing personal growth and skill development (self-oriented) for new recruits, and another emphasizing community impact and helping others (other-oriented) for existing supporters.
Project actions
- 01Consider surveying your target audience to understand their primary motivations for engaging in similar activities.
- 02Test different message appeals in your design prototypes to see which resonates best with different user groups.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Differentiates between existing and potential volunteers.
- +Uses experimental design to establish causal links.
Limitations
The artificial nature of the 'fictitious foundations' may not fully replicate real-world scenarios. The specific demographics of the samples might limit generalizability.
Reliability & validity
The use of two studies and follow-up analysis on combined data enhances the reliability of the findings. However, the use of fictitious foundations and potentially specific sample characteristics might affect external validity.
Think critically
How might the type of organization or the specific volunteer task influence the effectiveness of self- versus other-oriented appeals?
Design Principles
"Audience segmentation and tailored messaging are key to effective communication and motivation in volunteer recruitment."
Understanding the psychological drivers behind volunteerism is crucial for organizations seeking to recruit and retain participants. By segmenting audiences and customizing messaging, design projects can more effectively motivate engagement and achieve their objectives.
What This Means for Your Design
If you want people to volunteer, tell existing volunteers how they help others, but tell people who have never volunteered before how volunteering can help them personally.
How to use in your project
- 1.Use this research to justify your choice of messaging in a promotional campaign for a product or service.
- 2.Reference this study when discussing user motivation and how to tailor communication strategies in your design project report.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that the effectiveness of recruitment messaging is contingent on the target audience's prior engagement. For individuals already involved in volunteering, appeals emphasizing altruism and community benefit (other-oriented) are more persuasive. Conversely, for those new to volunteering, messages highlighting personal advantages such as skill development or self-satisfaction (self-oriented) are more likely to foster intention to participate. This suggests a nuanced approach to communication design, where audience segmentation is critical for maximizing engagement.
Source
Yönetim Bilimleri Dergisi
The Varying Impact of Self and Other Oriented Message Appeals on Volunteering
journal · 2021
View sourceQuestions About This Research
- What does the research say about other-oriented appeals boost volunteer intentions for existing volunteers; self-oriented appeals for non-volunteers?
- Designers of recruitment campaigns should consider the target audience's prior involvement in volunteering and adapt the appeal strategy to maximize engagement. Evidence: Yönetim Bilimleri Dergisi (2021).
- Why does "Other-oriented appeals boost volunteer intentions for existing volunteers; self-oriented appeals for non-volunteers." matter for design?
- Understanding the psychological drivers behind volunteerism is crucial for organizations seeking to recruit and retain participants. By segmenting audiences and customizing messaging, design projects can more effectively motivate engagement and achieve their objectives.
- How can designers apply this research?
- Designers of recruitment campaigns should consider the target audience's prior involvement in volunteering and adapt the appeal strategy to maximize engagement.
- What were the main findings?
- For existing volunteers, other-oriented messages were more activating than self-oriented messages.. For non-volunteers (specifically students), self-oriented messages led to higher intentions to volunteer compared to other-oriented messages.. Combined data confirmed that non-volunteers showed higher intention to volunteer with self-oriented appeals.
- What research method was used?
- Experimental research with Not specified, but Study 1 comprised 'mainly volunteering adults' and Study 2 comprised a 'mainly non-volunteer student sample'..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2021 journal from Yönetim Bilimleri Dergisi.
- What should I do differently in my next project?
- When developing a campaign for a non-profit or community initiative, create two versions of your recruitment materials: one emphasizing personal growth and skill development (self-oriented) for new recruits, and another emphasizing community impact and helping others (other-oriented) for existing supporters.
- What are the limitations?
- The studies used fictitious foundations, and the samples were not fully representative (e.g., 'mainly' adults or students). The findings might differ for other types of organizations or volunteer roles.