Are Social Network Services Effective for Recruiting Volunteers?

• Published in: ENVIRONMENTAL SCIENCE Vol. 32; no. 6; pp. 204 - 213
• Main Authors: MORI, Yasuhumi, ASANO, Toshihisa, MAEDA, Yasunobu
• Format: Journal Article
• Language: English
• Published: SOCIETY OF ENVIRONMENTAL SCIENCE, JAPAN 30.11.2019
• Subjects: Behavioral targeting; information and communication technology; nonprofit organizations; word-of-mouth
• ISSN: 0915-0048; 1884-5029
• DOI: 10.11353/sesj.32.204

To understand the effect of social network services (SNSs) on volunteer acquisition, we conducted interviews with personnel working at two types of nonprofit organizations: so-called intermediary organizations that support the operation of many organizations and organizations that themselves recruit volunteers to carry out their tasks. In addition, we used a survey to solicit opinions and evaluations from personnel in forestry organizations regarding their use of SNSs to recruit volunteers. There were only a few organizations that discerned a significant benefit from using SNSs to recruit volunteers. Thus, the effect of recruiting volunteers by SNSs was equivalent to pull-type information sources such as organizational websites. Most organizations determined that conventional recruitment methods, such as leaflets and e-mail magazines sent directly to individuals, were more important.