Designing Effective Volunteering Appeals: Results of Choice-Based Conjoint and Latent Class Segmentation Analyses
通过两项联合分析研究，识别志愿服务招募信息的设计属性重要性及不同属性水平的效用，并基于潜在类别模型对志愿者进行细分，帮助非营利组织针对目标群体优化招募信息。
Volunteers represent an important resource for nonprofit organizations. The competition for volunteers is rising, increasing the pressure to optimize volunteer recruiting. One way to recruit volunteers is the use of volunteering appeals. To help optimize such volunteering appeals, we conducted two conjoint studies to identify the importance of design attributes of volunteering appeals as well as the utilities of the different attribute levels for potential volunteers by using choice-based conjoint analysis. The conjoint analyses are based on two student samples. We provide a segmentation of volunteers, allowing nonprofit organizations to design volunteering appeals according to specific target groups.