Serving with Purpose: How Strong Brands Keep Volunteers Coming Back

Source: Wymer, W., & Čačija, L. N. (2025). Brand Strength’s Influence on Volunteers’ Retention and Support Intentions. Journal of Nonprofit & Public Sector Marketing, 1–35. https://doi.org/10.1080/10495142.2024.2448420

Link to show notes: https://www.marketingsciencelab.org/p/brand-strength-and-volunteer-loyalty

This episode dives into a study from the Journal of Nonprofit & Public Sector Marketing that examines how a nonprofit's brand strength makes volunteers stay with them longer and support them over time. This research shows that having a strong brand doesn't just help businesses selling stuff; it's also important for nonprofits that rely on the dedication of volunteers. This is particularly relevant as we approach MLK Day of Service. We should understand what motivates people to offer more than just their time to a nonprofit.

Notable direct quotes from the authors:

• "The scientific and practical relevance of this study is that it adds to our knowledge on construct relationships that influence volunteers' retention intentions and intentions to support their organizations in additional ways."

• “It is valuable to examine a complex model that reflects the multiple influences at play in a real setting rather than testing a simple model that does not allow for the multiple influences and interactions that are present on volunteers in their actual experience.”

• “The importance of brand strength is amplified when its effects on an array of support intentions are better understood.”

• Brand Strength: A solid brand significantly increases the likelihood that a volunteer will stick around (both in the near and long term) and support the organization with donations, referrals, and even planned giving. Just look at famous brands like the Red Cross and the YMCA – their reputation likely influences volunteer loyalty.

• • Transparency Builds Trust and Donations: When an organization is open and honest, volunteers become more willing to donate or plan a bequest to support the work of the nonprofit.

  • Transparency Amplifiers: When volunteers have high morale, solid training, and feel included in the organization's operations, transparency plays an even stronger role in convincing them to support that nonprofit for the long term.

  • Factors That Don't Always Matter: Things like age didn’t really change the core link between brand strength and volunteer commitment. There was only a slight influence on long-term retention and recruitment for different age groups.