Serving with Purpose: How Strong Brands Keep Volunteers Coming Back

Source: Wymer, W., & Čačija, L. N. (2025). Brand Strength’s Influence on Volunteers’ Retention and Support Intentions. Journal of Nonprofit & Public Sector Marketing, 1–35. https://doi.org/10.1080/10495142.2024.2448420

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Link to show notes: https://www.marketingsciencelab.org/p/brand-strength-and-volunteer-loyalty

This episode dives into a study from the Journal of Nonprofit & Public Sector Marketing that examines how a nonprofit's brand strength makes volunteers stay with them longer and support them over time. This research shows that having a strong brand doesn't just help businesses selling stuff; it's also important for nonprofits that rely on the dedication of volunteers. This is particularly relevant as we approach MLK Day of Service. We should understand what motivates people to offer more than just their time to a nonprofit.

Notable direct quotes from the authors:

• "The scientific and practical relevance of this study is that it adds to our knowledge on construct relationships that influence volunteers' retention intentions and intentions to support their organizations in additional ways."

• “It is valuable to examine a complex model that reflects the multiple influences at play in a real setting rather than testing a simple model that does not allow for the multiple influences and interactions that are present on volunteers in their actual experience.”

• “The importance of brand strength is amplified when its effects on an array of support intentions are better understood.”

Core Findings

• Brand Strength: A solid brand significantly increases the likelihood that a volunteer will stick around (both in the near and long term) and support the organization with donations, referrals, and even planned giving. Just look at famous brands like the Red Cross and the YMCA – their reputation likely influences volunteer loyalty.

• Transparency Builds Trust and Donations: When an organization is open and honest, volunteers become more willing to donate or plan a bequest to support the work of the nonprofit.

• Transparency Amplifiers: When volunteers have high morale, solid training, and feel included in the organization's operations, transparency plays an even stronger role in convincing them to support that nonprofit for the long term.

• Factors That Don't Always Matter: Things like age didn’t really change the core link between brand strength and volunteer commitment. There was only a slight influence on long-term retention and recruitment for different age groups.

Actionable Takeaways

For Nonprofits:

• Brand Power: Spend the time and effort necessary to build a clear and strong brand. It includes your mission, values, and how you communicate them. You’re doing more than just raising money; you're actually trying to attract and keep those individuals who work the hardest for the common cause.

• Transparency: Being transparent about operations, finances, and impact is a must—especially if you want volunteers to give their financial support. Don't forget to make explicit how their contributions matter.

• Volunteer Experience: Make sure your volunteers feel welcome, offer them high-quality training, and cultivate an atmosphere that promotes belonging. This will maximize the impact of transparency.

For Volunteers:

• Brand Considerations: When choosing a nonprofit, take a moment to think about its reputation and how well that reputation fits with your values. A strong brand that acts transparently probably has its act together, in general.

• Ask Questions: Don't be shy about asking questions about an organization's operations and how it handles resources. Transparency is a signal that you’re about to enter into a space that’s trustworthy.

Real-World Examples:

Picture two animal shelters. One has a clear brand centered on compassionate care and regularly shares stories of successful adoptions and how it manages its resources. The other one doesn't seem to have an overall public persona and doesn't offer much insight into how it handles things day to day. Which shelter is more likely to earn donations and build volunteer loyalty? The study indicates that the former, more open, nonprofit is the way to go.

Consider how a scandal will damage a nonprofit's reputation. If a nonprofit doesn't act with transparency, it can erode trust in even the strongest brand and will eventually have a harder time attracting both financial gifts and volunteers.

When considering which organization you would like to help for MLK Day, consider that the research implies that you’ll be more satisfied—and that your time is more likely to have impact—if you support those that are most reputable.

This study suggests that for a nonprofit, brand is not only a logo or slogan. It is actually a real and powerful mechanism for establishing long-term relationships with volunteers and convincing them to support and spread the word about its important mission. Transparency, in combination with a focus on the experience of the volunteer, gives that brand the potential to fulfill its promise.