Strategic use of social media marketing for NPOs to attract and retain volunteers based on AIDA-(R) model
Abstract/Description
This study proposes a strategy for using social media as a marketing tool for nonprofit organizations to attract and retain volunteers based on the AIDA Model. The AIDA model stands for Awareness, Interest, Desire, and Action, with inclusion R (Retention) as proposed in fewer studies. The AIDA model has been applied to many marketing strategies in social media but the recent development of Retention(R) and its applicability to improving volunteer retention efforts for nonprofit organizations is, to the best of our knowledge, unknown. Two surveys were conducted as part of this study: one among volunteers and one among professionals who manage NPOs. Both surveys had different questions. Volunteers were asked about their experiences working with NPOs, while professionals reported on their efforts in retaining volunteers by comparing the AIDA-R model to their social media marketing strategies. The results show that the NPOs were not able to create a desire in volunteers. Of the 5 participants, the 4 social professionals were unable to defend their volunteer retention efforts compared to the AIDA-R model. The study concluded that nonprofit organizations' volunteer outreach efforts need to be improved to achieve their organizational goals. In the end, the study serves the new social media marketing strategies for NPOs based on the AIDA-R model.
Keywords
Volunteering, NPOs, AIDA Model, Social media, Marketing Strategy, Volunteer Retention, Desire, Organizations, Volunteer Interest
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 3D: Digital Marketing
Session Chair
Dr. Talha Salam, Institute of Business Administration, Karachi
Session Discussant
Dr. Amber Gul, Sumayyah Khursheed, Dr. Farah Naz
Start Date/Time
24-6-2022 2:00 PM
End Date/Time
24-6-2022 2:20 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Shaikh, S. (2022). Strategic use of social media marketing for NPOs to attract and retain volunteers based on AIDA-(R) model. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/48
COinS
Strategic use of social media marketing for NPOs to attract and retain volunteers based on AIDA-(R) model
Boardroom 3, Marriott Hotel, Karachi
This study proposes a strategy for using social media as a marketing tool for nonprofit organizations to attract and retain volunteers based on the AIDA Model. The AIDA model stands for Awareness, Interest, Desire, and Action, with inclusion R (Retention) as proposed in fewer studies. The AIDA model has been applied to many marketing strategies in social media but the recent development of Retention(R) and its applicability to improving volunteer retention efforts for nonprofit organizations is, to the best of our knowledge, unknown. Two surveys were conducted as part of this study: one among volunteers and one among professionals who manage NPOs. Both surveys had different questions. Volunteers were asked about their experiences working with NPOs, while professionals reported on their efforts in retaining volunteers by comparing the AIDA-R model to their social media marketing strategies. The results show that the NPOs were not able to create a desire in volunteers. Of the 5 participants, the 4 social professionals were unable to defend their volunteer retention efforts compared to the AIDA-R model. The study concluded that nonprofit organizations' volunteer outreach efforts need to be improved to achieve their organizational goals. In the end, the study serves the new social media marketing strategies for NPOs based on the AIDA-R model.
