It’s Not All in the Ask: Effects and Effectiveness of Recruitment Strategies Used by Nonprofits in The Netherlands
Year: 2005
Type: article
Abstract: Two thirds of all volunteers have been recruited by someone else. Ninety five percent of all donations are made in response to solicitations. Using data from the Giving in the Netherlands Panel Survey, this paper studies the effectiveness of the activities of nonprofits in recruiting new volunteers and soliciting donations. I find that nonprofits mainly target new donors and volunteers that are more easily accessible, but not necessarily those who are more willing or more able to contribute. For researchers, the findings imply that solicitation strategies used by nonprofits cannot explain why those who are more resourceful are more likely to give and volunteer. For nonprofits, the findings imply that current solicitation strategies are rather ineffective and can be improved considerably.
Author: R.H.F.P. Bekkers
Institution: Utrecht University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2579828769