Can Tailored Communications Motivate Environmental Volunteers? A Natural Field Experiment
通过自然田野实验，研究针对志愿者动机定制沟通内容是否增加其志愿服务时长，发现仅对职业导向动机的志愿者有效。
Volunteering is a significant component of economic activity, especially for environmental organizations. Environmental organizations that rely on volunteers communicate with them using a variety of media, such as newsletters. This is a field experiment investigating whether tailoring the content of these communications to the stated motivations of a volunteer has a positive effect on the number of hours he/she volunteers. For the non-profit in our study, we find that such tailoring has an effect only for volunteers motivated primarily by career concerns. We also find this to be robust to the volunteers being aware that the tailoring is occurring.