What is it about?
This study looks at why college students choose to volunteer for nonprofit organizations. It finds that how a nonprofit presents itself—its “brand image”—can make a big difference. When organizations show a clear personality (for example, friendly or exciting) and offer simple rewards like certificates of appreciation, students are more likely to volunteer. Even without pay or career benefits, these small signals help people feel more connected and valued. The findings suggest that nonprofits can attract more volunteers by clearly communicating who they are and by recognizing volunteers’ contributions.
Featured Image
Photo by ray sangga kusuma on Unsplash
Why is it important?
Addresses a key gap by showing how nonprofit branding—often overlooked—shapes volunteer interest. It brings marketing concepts into volunteer recruitment, offering timely insights as nonprofits face rising competition for volunteers. The findings can help organizations attract more people through simple, low-cost strategies.
Perspectives
I wanted to connect design and marketing ideas to real challenges nonprofits face. My perspective highlights how simple design choices—like visual identity and recognition—can meaningfully influence people’s willingness to contribute and support social causes.
Dr Juhri Selamet
Read the Original
This page is a summary of: College Students’ Intention to Volunteer for Non-profit Organizations: Does Brand Image Make a Difference?, Journal of Nonprofit & Public Sector Marketing, August 2019, Taylor & Francis,
DOI: 10.1080/10495142.2019.1656136.
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