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Volunteerism Five common motivations for volunteering: Values “I volunteer because it is the right thing to do” Understanding “I want to learn about a new culture or to grow as a person or improve my ability in a skill” Clary et al. (1998)
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Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

May 22, 2020

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Page 1: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Volunteerism• Five common motivations for volunteering:

▫ Values� “I volunteer because it is the right thing to do”

▫ Understanding� “I want to learn about a new culture or to grow as a person or

improve my ability in a skill”

Clary et al. (1998)

Page 2: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Volunteerism• Five common motivations for volunteering:

▫ Values▫ Understanding

▫ Career� “Volunteering will allow me to get my foot in the door”

▫ Social� “I volunteer because people close to me volunteer”

Clary et al. (1998)

Page 3: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Volunteerism• Five common motivations for volunteering:

▫ Values▫ Understanding▫ Career▫ Social

▫ Enhancement� “Volunteering makes me feel better about myself as a person”

Clary et al. (1998)

Page 4: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Volunteerism• Matching messages to motivations

▫ Values motivation? � Design advertisement that makes people feel like they can

make a difference

▫ Career motivation? � Design advertisement that makes people feel like they will

pick up useful skills and improve their resume

Clary et al. (1998)

Page 5: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

https://www.youtube.com/watch?v=s-K0fZKdkSo

Page 6: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 7: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 8: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 9: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Volunteerism• Matching messages to motivations

▫ More volunteer interest

• Matching experience to motivations

▫ More volunteer satisfaction and continued volunteer involvement

Clary et al. (1998); Maki et al. (2015)

Page 10: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

Page 11: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• In 2010, 43% volunteers reported they volunteered because they were ask to

U.S. Bureau of Labor Statistics (2011)

Page 12: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Expertise

Hovland et al. (1953)

Page 13: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

• Who is requesting matters:▫ Expertise

Social Influence

Hovland et al. (1953) ; https://www.youtube.com/watch?v=quINGHA2gMA

Page 14: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Expertise▫ Likeability

Hovland et al. (1953)

Page 15: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Likeability

Hovland et al. (1953)

Page 16: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Expertise▫ Likeability▫ Like-you-ness

Hovland et al. (1953)

Page 17: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Like-you-ness

Hovland et al. (1953)

Page 18: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Social Influence

• Who is requesting matters:▫ Expertise▫ Likeability▫ Like-you-ness

Hovland et al. (1953)

Page 19: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Sense of Community• Identifying with a community

• Workshop designed to create a sense of community between individuals affected by HIV/AIDS

• Workshop participants felt more connected, engaged in more AIDS-related activism, and performed more HIV prevention behaviors

Omoto & Snyder (2002, 2010)

Page 20: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Policy and Donations

Page 21: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Organ Donations• 8,000 people die in the United States each year

while waiting for an organ donor▫ 95% of Americans support organ donation▫ Only 54% of Americans are registered organ

donors

https://www.donatelife.net/statistics/ ; Johnson & Goldstein (2003)

Page 22: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Opt-in program

Opt-out program

Johnson & Goldstein (2003)

Organ Donations• Rates of organ donation across countries

Johnson & Goldstein (2003)

Page 23: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

https://www.nptrust.org/philanthropic-resources/charitable-giving-statistics/

Page 24: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal

Thaler & Sunstein (2008)

Page 25: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal

Thaler & Sunstein (2008)

Page 26: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Thaler & Sunstein (2008)

Page 27: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal▫ Easy

Thaler & Sunstein (2008)

Page 28: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Easy

Thaler & Sunstein (2008)

Page 29: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Easy

Thaler & Sunstein (2008)

Page 30: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal▫ Easy▫ Automatic

Altmann et al. (2014)

Page 31: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Automatic

Altmann et al. (2014)

Page 32: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Automatic

Altmann et al. (2014)

Page 33: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal▫ Easy▫ Automatic▫ Expected

Goswami & Urminsky (2015)

Page 34: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Expected

Goswami & Urminsky (2015)

Page 35: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Expected

Goswami & Urminsky (2015)

Page 36: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal▫ Easy▫ Automatic▫ Expected▫ Rewarding

Cryder et al. (2013)

Page 37: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Rewarding

Cryder et al. (2013)

Page 38: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Rewarding

Cryder et al. (2013)

Page 39: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Donations• Make donating:▫ Have a clear goal▫ Easy▫ Automatic▫ Expected▫ Rewarding

Cryder et al. (2013)

Page 40: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Summary

Page 41: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

Summary

• Numerous factors linked to prosocial behavior▫ Empathy▫ Volunteer motivations▫ Social influences, such as requests and sense of community▫ Policy

Page 42: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 43: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 44: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal
Page 45: Understanding and Motivating Community …...Goswami & Urminsky (2015) Donations •Make donating: Expected Goswami & Urminsky (2015) Donations •Make donating: Have a clear goal

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