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

Abstract

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.

KEYWORDS:

• campaign development
• race
• community-based organizations
• volunteers

Notes

Research funded through the Faculty Professional Development Council of the Pennsylvania State System of Higher Education.