Applying social marketing in the development of a volunteer program

Research output: Contribution to journalReview articlepeer-review


This article asserts that social marketing may be effective in programs that are concerned with volunteering. A short review of the central elements of the social marketing approach and discussion of their application in the area of volunteering is followed by a description of a program based on this approach for recruiting volunteers. The results of the program, which was implemented in Israel, support the development of additional programs for marketing volunteering. The article discusses the main contributions of the social marketing approach in this area, related dilemmas, and the administrative measures necessary for designing a marketing approach specifically for volunteer recruitment.

Original languageEnglish
Pages (from-to)67-84
Number of pages18
JournalSocial Marketing Quarterly
Issue number3
StatePublished - 2009

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Applying social marketing in the development of a volunteer program'. Together they form a unique fingerprint.

Cite this