This study used a social identity approach to examine how non-profit organizations (NPOs) may motivate people that have different identity characteristics than their existing volunteers to become a...Show moreThis study used a social identity approach to examine how non-profit organizations (NPOs) may motivate people that have different identity characteristics than their existing volunteers to become a new volunteer for the organization. It was proposed that for this target group recruitment messages of NPOs that address positive social identity characteristics would instill feelings of anticipated respect and organizational trust, and via these mediators would increase willingness to become a volunteer, positive word of mouth, and organizational attractiveness. To test our hypotheses, we conducted a study with a 4-cell between-subjects experimental design (organizational morality, organizational warmth, communications about the social identity value vs. control condition). Our sample consisted of members of the general public, recruited through Academic Prolific, that were visibly different from the volunteers of the organization presented (N = 184). Analysis of variance first showed that the manipulations of organizational warmth and communications about social identity value were successful, while the manipulation of organizational morality didn’t work. Further, analysis of variance revealed that perceptions of organizational warmth lead to organizational trust and anticipated respect, while communications about social identity value only triggered feelings of anticipated respect. Mediation regression analysis showed that recruitment messages underlining organizational warmth lead to organizational attractiveness perceptions via both mediators, and lead to positive word of mouth through organizational trust. Communications about social identity value lead to positive word of mouth via anticipated respect. No indirect link between positive characteristics and willingness to become a volunteer was found. Theoretical and practical contributions, limitations, and suggestions for new research are discussed.Show less
