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Transcript of Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports...
![Page 1: Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports Volunteering Research Network April 2013.](https://reader035.fdocuments.in/reader035/viewer/2022062715/56649d895503460f94a6ee63/html5/thumbnails/1.jpg)
Relationship Marketing (RM) and The Volunteer Life Cycle
Deborah ForbesNewcastle University
Sports Volunteering Research Network April 2013
![Page 2: Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports Volunteering Research Network April 2013.](https://reader035.fdocuments.in/reader035/viewer/2022062715/56649d895503460f94a6ee63/html5/thumbnails/2.jpg)
Content
• Background to Volunteer research• Relationship Marketing defined• The VLC explained• Sector specific • The future?
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The 4 W’s
• What is a volunteer - defined• Who is a volunteer - characteristic's• Why do they volunteer - motivation• Where do they volunteer - context• Bussell, H., & Forbes, D. (2002). Understanding the volunteer market: The what, where, who
and why of volunteering. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), 244-257.
![Page 4: Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports Volunteering Research Network April 2013.](https://reader035.fdocuments.in/reader035/viewer/2022062715/56649d895503460f94a6ee63/html5/thumbnails/4.jpg)
What is Relationship Marketing
• RM is a set of marketing activities oriented to establishing, developing, maintaining and terminating relational exchanges (Morgan & Hunt 1994)
• RM aims to establish, develop and maintain relationships with clients (Berry 1995)
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The Volunteer Lifecycle explained
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The Customer Relationship Life Cycle (Gronroos, 2000 p.237)
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![Page 8: Relationship Marketing (RM) and The Volunteer Life Cycle Deborah Forbes Newcastle University Sports Volunteering Research Network April 2013.](https://reader035.fdocuments.in/reader035/viewer/2022062715/56649d895503460f94a6ee63/html5/thumbnails/8.jpg)
The Volunteer Lifecycle
1. Determinants of volunteering (corresponding to Gronroos’ initial stage)
2. The decision to volunteer (purchasing stage)3. Volunteer activity (consumption process)4. The committed volunteer (repeat purchase)
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1. Determinants of volunteering
• Raising awareness/ promote• AIDA
– I go to supermarkets, health centres. I give talks to church groups. I put up posters, …visit leisure centres...I would say that the most successful is the leisure centre because people there have a lot of free time
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HOW• word of mouth• leaflets and other printed media• using Volunteer Centre databases• organising or speaking at events during Volunteer Week• press / radio adverts• online - on your own website and via volunteer recruitment websites.
– Research shows that web users are incredibly fickle. Unless highly motivated, if they can't find what they want in a few seconds they will go elsewhere
– Not everyone likes the word volunteering, but almost everyone knows what it means. If you are looking to recruit on your site and you don't have a link to volunteering in a prominent position then you are in danger of losing a sizeable number of potential volunteers
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2. The decision to volunteer
• Dialogue • Evaluation • Fit
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3. Volunteer activity
• Volunteer management• Engagement • ‘We don’t party enough’• ‘one size does not fit all’.• Episodic volunteer
– Episodic volunteering has been called “one of the fastest growing trends in the field of volunteerism” (Cnaan & Handy, 2005, p. 29).
• Traditional volunteer
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= The committed volunteer
• Retention• Loyalty• Identification
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RELATIONSHIPS IN THE VOLUNTEER LIFE CYCLE
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Bussell and Forbes (2005)The Theatre Volunteer Lifecycle
Volunteer
Identification
Decision to Volunteer
Access
Lack of time
Withdrawl
Re-activate
Seek different organisation
Need Unfulfilled
Need change
Keswick
DFC
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Any Questions
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Sources/ Additional Reading• Bussell, H., & Forbes, D. (2002). Understanding the volunteer market: The what, where,
who and why of volunteering. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), pp. 244-257.
• Bussell, H. & Forbes, D. (2003). The Volunteer Life Cycle: a marketing model for volunteering. Voluntary Action, 5(3), pp. 61–79.
• Bussell, H., & Forbes, D. (2006). Developing relationship marketing in the voluntary sector. Journal of Nonprofit & Public Sector Marketing, 15(1-2), pp. 151-174.
• Bussell, H., & Forbes, D. (2007). Volunteer management in arts organizations: A case study and managerial implications. International Journal of Arts Management, 9(2), pp. 16-28.
• Das, K. (2009). Relationship marketing research (1994-2006): an academic literature review and classification. Marketing Intelligence & Planning, 27(3), pp. 326-363.
• Grönroos, C. (1994) "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing", Management Decision, Vol. 32 Iss: 2, pp.4 – 20
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 20-38.
• Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), pp. 236-245.