Defining Volunteering for Community Campaigns: An Exploration of Race, Self Perceptions, and Campaign Practices

A substantial percentage of volunteer needs are met by a relatively small percentage of individuals. Community volunteer organizations may address these shortages by recruiting volunteers using media campaigns. However, problems occur when perceptions of volunteering differ between volunteers and th...

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Bibliographic Details
Published in:Journal of community practice 2010-01, Vol.18 (1), p.40-57
Main Authors: Boyle, Michael P., Sawyer, J. Kanan
Format: Article
Language:English
Subjects:
campaign development
community-based organizations
Males
Mass Media
Race
United States of America
Volunteers
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Summary:A substantial percentage of volunteer needs are met by a relatively small percentage of individuals. Community volunteer organizations may address these shortages by recruiting volunteers using media campaigns. However, problems occur when perceptions of volunteering differ between volunteers and the organization, with race emerging as a key factor in shaping these perceptions. This article addresses such a gap in perceptions by using focus group data to consider the extent to which African American male volunteers' perceptions and actions align with those of a major US volunteer organization. Our results provide insights on how groups can more successfully reach out to potential volunteers by recognizing and overcoming perceptual and actual differences regarding volunteerism.
ISSN:1070-5422
1543-3706
DOI:10.1080/10705421003753733