Skip to main content
SpringerLink
Log in

The Marketing of Employee Volunteerism

  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receive employee support. Our research quantitatively extends research by Peloza and Hassay (Journal of Business Ethics 64(4), 357–379, 2006) who argued that employee volunteerism is motivated by egoistic, altruistic and organizational citizenship motives. Our findings suggest that volunteer opportunities that fulfill egoistic and organizational citizenship motives will be effective, but that the altruistic motive is not significant. We also find that formal policies concerning manager recognition or time off are not effective, providing more discretion for individual managers. Implications for managers seeking to increase the effectiveness (and therefore support the business case) of their corporate philanthropy are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Ajzen I., M. Fishbein: 1980, Understanding Attitudes and Predicting Social Behavior. Prentice-Hall, Englewood Cliffs, NJ

    Google Scholar 

  • Anderson J. C., D. W. Gerbing: 1988, Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411–423

    Article  Google Scholar 

  • Andreoni J.: 1990, Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving. The Economic Journal, 100, 64–77

    Article  Google Scholar 

  • Arnett D. B., S. D. German, S. D. Hunt: 2003, The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing. Journal of Marketing, 67(April), 89–105

    Article  Google Scholar 

  • Bentler P. M.: 1990, Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107, 238–246

    Article  Google Scholar 

  • Berger I. E., P. H. Cunningham, M. E. Drumwright: 2006, Identity, Identification and Relationship Through Social Alliances. Journal of the Academy of Marketing Science 34(2), 128–137

    Article  Google Scholar 

  • Bettman J. R., E. J. Johnson, J. W. Payne: 1991, Consumer Decision Making, in T. S. Robertson, H. H. Kassarjian (eds.), Handbook of Consumer Behavior. Prentice-Hall, Englewood Cliffs, CA, pp. 50–84

    Google Scholar 

  • Blau P. M: 1964, Exchange and Power in Social Life. John Wiley & Sons, Inc., New York

    Google Scholar 

  • Bolino M.: 1999, Citizenship and Impression Management: Good Soldiers or Good Actors? Academy of Management Review, 24, 82–98

    Article  Google Scholar 

  • Bollen K. A., J. S Long: 1992, Test for Structural Equation Models: Introduction. Sociological Methods and Research, 21(November), 123–131

    Article  Google Scholar 

  • Bommer W. H., E. W. Miles, S. L. Grover: 2003, Does One Good Turn Deserve Another? Coworker Influences on Employee Citizenship. Journal of Organizational Behavior, 24(2), 181–197

    Article  Google Scholar 

  • Browne M. W., R. Cudek: 1993, Alternate Ways of Assessing Model Fit, in K. A. Bollen, J. S. Long (eds.) Testing Structural Equation Models. Sage, Newbury Park, CA, pp. 132–162

    Google Scholar 

  • Burlingame D. F., P. A. Frishkoff: 1996, How does Firm Size Affect Corporate Philanthropy?, in D. F. Burlingame, D. R. Young (eds.) Corporate Philanthropy at the Crossroads. Indiana University Press, Indianapolis, 86–104

    Google Scholar 

  • Clary E. G., R. Ridge, A. Stukas, M. Snyder, J. Copeland, J. Haugen, P. Miene: 1998, Understanding and Assessing the Motivations of Volunteers: A Functional Approach. Journal of Personality and Social Psychology, 74, 1516–1530

    Article  Google Scholar 

  • Cnaan R. A., R. S. Goldberg-Glen: 1991, Measuring Motivation to Volunteer in Human Services. Journal of Applied Behavioral Science, 27(3), 269–284

    Article  Google Scholar 

  • Davidson A. R., J. Jaccard: 1979, Variables that Moderate the Attitude–Behavior Relation: Results of a Longitudinal Survey. Journal of Personality and Social Psychology, 37, 1364–1376

    Article  Google Scholar 

  • de Gilder D., T. N. M. Schuyt, M. Breedijk: 2005, Effects of an Employee Volunteering Program on the Work Force: The ABN-AMRO Case. Journal of Business Ethics, 61(2), 143–152

    Article  Google Scholar 

  • Donavan D. T., T. J. Brown, J. C. Mowen: 2004, Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors. Journal of Marketing, 68(January), 128–146

    Article  Google Scholar 

  • Drumwright M. E.: 1996, Company Advertising with a Social Dimension: The Role of Noneconomic Criteria. Journal of Marketing, 60(October), 71–87

    Article  Google Scholar 

  • Eagly A. H., S. Chaiken: 1993, The Psychology of Attitudes. Harcourt Brace Jovanovich, Fort Worth

    Google Scholar 

  • Ellen P., L. Mohr, D. Webb: 2000, Charitable Programs and the Retailer: Do they Mix? Journal of Retailing, 76, 393–406

    Article  Google Scholar 

  • Emerson R. M.: 1987, Toward a Theory of Value in Social Exchange, in K. S. Cook (ed.), Social Exchange Theory. Sage, Beverly Hills, pp. 11–58

    Google Scholar 

  • Fisher R. J., D. Ackerman: 1998, The Effects of Recognition and Group Need on Volunteerism: A Social Norm Perspective. Journal of Consumer Research, 25, 262–275

    Article  Google Scholar 

  • Granovetter M.: 1985, Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology, 91, 481–510

    Article  Google Scholar 

  • Griffis S. E., T. J. Goldsby, M. Cooper: 2003, Web-Based and Mail Surveys: A Comparison of Response, Data, and Cost. Journal of Business Logistics, 24(2), 237–258

    Google Scholar 

  • Harrison D. A.: 1995, Volunteer Motivation and Attendance Decisions: Competitive Theory Testing in Multiple Samples from a Homeless Shelter. Journal of Applied Psychology, 80(3), 371–385

    Article  Google Scholar 

  • Hess D., N. Rogovsky, T. W. Dunfee: 2002, The Next Wave of Corporate Community Involvement: Corporate Social Initiatives. California Management Review, 44(2), 110–125

    Google Scholar 

  • Homans G. C.: 1974, Social Behavior: Its Elementary Forms. Harcourt Brace Jovanovich, New York

    Google Scholar 

  • Hu L. T., P. M. Bentler: 1999, Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6, 1–55

    Article  Google Scholar 

  • Joseph J.: 1991, The Corporate Stake in Community Involvement: Has Business Lost Its Social Conscience?, in J. P. Shannon (ed.), The Corporate Contributions Handbook. Jossey-Bass, San Francisco, pp. 3–19

    Google Scholar 

  • Konovsky M. A., D. W. Organ: 1996, Dispositional and Contextual Determinants of Organizational Citizenship Behavior. Journal of Organizational Behavior, 17(3), 253–266

    Article  Google Scholar 

  • Konovsky M. A., S. D. Pugh: 1994, Citizenship Behavior and Social Exchange. Academy of Management Review, 37(3), 656–669

    Article  Google Scholar 

  • Lambert S. J.: 2000, Added Benefits: The Link Between Work-Life Benefits and Organizational Citizenship Behavior. Academy of Management Journal, 43(5), 801–815

    Article  Google Scholar 

  • Lichtenstein D. R., M. E. Drumwright, B. M. Braig: 2004, The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. Journal of Marketing, 68(October), 16–32

    Article  Google Scholar 

  • Lindgreen A., V. Swaen: 2005, Corporate Citizenship: Let Not Relationship Marketing Escape the Management Toolbox. Corporate Reputation Review, 7(4), 346–363

    Article  Google Scholar 

  • Peloza J., D. N. Hassay: 2006, Intra-Organizational Volunteerism: Good Solider, Good Deed, and Good Politics. Journal of Business Ethics, 64(4), 357–379

    Article  Google Scholar 

  • Penner L. A., M. A. Finkelstein: 1998, Dispositional and Structural Determinants of Volunteerism. Journal of Personality and Social Psychology, 74(2), 525–537

    Article  Google Scholar 

  • Peterson D. K.: 2004a, Recruitment Strategies for Encouraging Participation in Corporate Volunteer Programs. Journal of Business Ethics, 49, 371–386

    Article  Google Scholar 

  • Peterson D. K.: 2004b, Benefits of Participation in Corporate Volunteer Programs: Employees’ Perceptions. Personnel Review, 33(6), 615–627

    Article  Google Scholar 

  • Petty R. E., R. H. Unnava, A. J. Strathman: 1991, Theories of Attitude Change, in T. S. Robertson, H. H. Kassarjian (eds.), Handbook of Consumer Behavior. Prentice-Hall, Englewood Cliffs, NJ, pp. 241–280

    Google Scholar 

  • Piliavin J., H. W. Charng: 1990, Altruism: A Review of Recent Theory and Research. Annual Review of Sociology, 16, 27–65

    Article  Google Scholar 

  • Podsakoff P. M., S. B. MacKenzie: 1997, Impact of Organizational Citizenship Behavior on Organizational Performance: A Review and Suggestions for Future Research. Human Performance, 10(2), 133–151

    Article  Google Scholar 

  • Points of Light Foundation 2000. The Corporate Volunteer Program as a Strategic Resource: The Link Grows Stronger. Points of Light Foundation, Washington, DC

    Google Scholar 

  • Porter M., M. Kramer: 2002, The Competitive Advantage of Corporate Philanthropy. Harvard Business Review, 80(12), 57–68

    Google Scholar 

  • Rigdon E. E.: 1998, Structural Equation Modelling, in G. A. Marcoulides (ed.), Modern Methods for Business Research. Erlbaum, Mahwah, NJ, pp. 251–294

    Google Scholar 

  • Rioux S., L. Penner: 2001, The Causes of Organizational Citizenship Behavior: A Motivational Analysis. Journal of Applied Psychology 86, 1306–1314

    Article  Google Scholar 

  • Rog E. J., S. M. Pancer, M. C. Baetz: 2003, Corporate Volunteer Programs. Canadian Centre for Philanthropy, Toronto

    Google Scholar 

  • Roloff M. E.: 1981, Interpersonal Communication: The Social Exchange Approach. Sage, Beverly Hills

    Google Scholar 

  • Sheppard B. H., J. Hartwick, P. R. Warshaw: 1988, The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15, 325–343

    Article  Google Scholar 

  • Smith A. C., D. W. Organ, J. P. Near: 1983, Organizational Citizenship Behavior: It’s Nature and Antecedents. Journal of Applied Psychology, 68(4), 653–663

    Article  Google Scholar 

  • Stukas A., M. Snyder, E. G. Clary: 1999, The Effects of Mandatory Volunteerism of Intentions to Volunteer. Psychological Science, 10(1), 59–64

    Article  Google Scholar 

  • Tepper B. J., E. C. Taylor: 2003, Relationships Among Supervisors’ and Subordinates’ Procedural Justice Perceptions and Organizational Citizenship Behaviors. Academy of Management Journal, 46(1), 97–105

    Article  Google Scholar 

  • Thibaut J. W., H. H. Kelley. 1959. The Social Psychology of Groups. Wiley, New York

    Google Scholar 

  • Turban D., D. Greening: 1997, Corporate Social Performance and Organizational Attractiveness to Prospective Employees. Academy of Management Journal, 40(3), 658–672

    Article  Google Scholar 

  • Williams L. J., S. E. Anderson: 1991, Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors. Journal of Management, 17, 601–617

    Article  Google Scholar 

  • Wilson J.: 2000, Volunteering. Annual Review of Sociology, 26, 215–240

    Article  Google Scholar 

  • Wilson J., M. Musick: 2003, Doing Well by Doing Good: Volunteering and Occupational Achievement Among American Women. The Sociological Quarterly, 44(3), 433–450

    Article  Google Scholar 

  • Yavas U., G. Riecken: 1985, Can Volunteers be Targeted? Journal of the Academy of Marketing Science, 13(2), 218–228

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing Department, School of Business Administration, Simon Fraser University, 8888 University Drive, Burnaby, BC, Canada, V5A 1S6

    John Peloza

  2. Marketing Department, Haskayne School of Business, University of Calgary, 2500 University Drive NW, Calgary, Alberta, Canada, T2N 1N4

    Simon Hudson & Derek N. Hassay

Authors
  1. John Peloza
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Simon Hudson
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Derek N. Hassay
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to John Peloza.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Peloza, J., Hudson, S. & Hassay, D.N. The Marketing of Employee Volunteerism. J Bus Ethics 85 (Suppl 2), 371–386 (2009). https://doi.org/10.1007/s10551-008-9734-z

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-008-9734-z

Keywords

Search

Navigation