Volunteer Recruitment and Sustainability: Personal Motivations and Organizational Influence

Abstract

This report presents the findings of a project conducted by the McMaster Research Shop for the Grandmothers to Grandmothers Campaign. The Grandmothers to Grandmothers Campaign is an initiative of the Stephen Lewis Foundation that was launched in 2006 in response to the emerging crisis of HIV and AIDS in sub-Saharan Africa. Membership with the Campaign has been dwindling, and leadership is interested in researching and developing ways to recruit the next generation of volunteers. The purpose of this report is to explore theories and factors around what motivates the Campaign’s target demographic to volunteer for their organization. Our team conducted a literature review to explore the current understanding of why women volunteer, including motivations for middle-aged/older women; women from various ethnic, racial, and cultural backgrounds; and women who volunteer for international or HIV and AIDS organizations. We identified personal motivational factors for volunteers as well as ways in which organizations can influence volunteer recruitment and retention.