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 language | English (US) |
|---|---|
| Pages (from-to) | 872-881 |
| Number of pages | 10 |
| Journal | Public Relations Review |
| Volume | 43 |
| Issue number | 4 |
| DOIs | |
| State | Published - Nov 1 2017 |
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All Science Journal Classification (ASJC) codes
- Communication
- Organizational Behavior and Human Resource Management
- Marketing
Cite this
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Calling all volunteers : The role of stewardship and involvement in volunteer-organization relationships. / Harrison, Virginia S.; Xiao, Anli; Ott, Holly K.; Bortree, Denise Sevick.
In: Public Relations Review, Vol. 43, No. 4, 01.11.2017, p. 872-881.Research output: Contribution to journal › Article
TY - JOUR
T1 - Calling all volunteers
T2 - The role of stewardship and involvement in volunteer-organization relationships
AU - Harrison, Virginia S.
AU - Xiao, Anli
AU - Ott, Holly K.
AU - Bortree, Denise Sevick
PY - 2017/11/1
Y1 - 2017/11/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85021085790&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85021085790&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2017.06.006
DO - 10.1016/j.pubrev.2017.06.006
M3 - Article
VL - 43
SP - 872
EP - 881
JO - Public Relations Review
JF - Public Relations Review
SN - 0363-8111
IS - 4
ER -