Volunteer as ‘Consumer:’ A Marketing Perspective to Understanding Volunteer Choice

In this issue of Research to Practice, Laurie Mook reviews a study that explores the question, ‘Why do volunteers choose the particular organization they do to volunteer for?’ The researchers in the study use a marketing perspective, where the volunteer’s choice of organization is a ‘consumer’ decision. They propose a framework to explain this choice, and also suggest further ‘marketing’ questions based on the implications of their findings for volunteer resource managers.