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- Title
Le recrutement et la fidélisation de bénévoles retraités par les associations.
- Authors
Gourmelen, Andréa; Guillemot, Samuel; Privat, Hélène; Urien, Bertrand; Le Gall-Ely, Marine
- Abstract
Because of their free time related to professional activity cessation, retired people are an interesting marketing target for charities and associations in search of volunteers. However, they are often considered as a homogeneous segment. So, these non-profit organizations face difficulties to recruit them and to improve their loyalty. This paper deals with a typology of retired volunteers, based on their motivations and psychosocial ageing characteristics. The results shed light on a classification of volunteers into five groups: the hedonistic, the guilty, the affective, the anxious and the ambitious. Then, non-profit organizations can target one or more profiles depending on the position to be fulfilled and can adapt advertising campaigns consequently.
- Publication
Décisions Marketing, 2014, Issue 73, p109
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.073.109.122