• DOI:10.1177/0899764016633532
• Corpus ID: 147490099

Nonprofit Brand Heritage

@article{Curran2016NonprofitBH,
  title={Nonprofit Brand Heritage},
  author={Ross Curran and Babak Taheri and R. MacIntosh and Kevin O'Gorman},
  journal={Nonprofit and Voluntary Sector Quarterly},
  year={2016},
  volume={45},
  pages={1234 - 1257}
}

• Ross Curran, Babak Taheri, +1 author Kevin O'Gorman
• Published 23 February 2016
• Sociology, Business
• Nonprofit and Voluntary Sector Quarterly

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.