Applying social marketing in the development of a volunteer program

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.