Calling all volunteers: The role of stewardship and involvement in volunteer-organization relationships

Virginia S. Harrison, Anli Xiao, Holly K. Ott, Denise Bortree

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Millions of people in the U.S. volunteer, and understanding how organizations can retain and deepen relationships with these individuals is critical to the sustainability of the nonprofit sector. The relationship maintenance strategies of stewardship may help nonprofit organizations strengthen relationships with their volunteers, particularly if organizations are able to influence volunteers’ feelings of involvement. An online survey of volunteers was conducted to see the relationships between stewardship, involvement, and organization-public relationship (OPR) outcomes. Our path analysis model indicates that stewardship strategies can positively contribute to volunteers’ involvement and their evaluations of OPR outcomes. One of the few to test this model, this study contributes new theory to public relations literature and better informs the practice.

Original languageEnglish (US)
Pages (from-to)872-881
Number of pages10
JournalPublic Relations Review
Volume43
Issue number4
DOIs
StatePublished - Nov 2017

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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