Admiring the Organization: A Study of the Relational Quality Outcomes of the Nonprofit Organization-Volunteer Relationship

Publication Date: 2008 Summer

Source: SO03 Public Relations Journal
Product Code: 6D-020302
Organization/Author/Firm: Denise Bortree, Ph. D. / Richard Waters, Ph. D.
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The contribution of volunteer hours to nonprofit organizations plays a critical role in the success of an organization; however little research in public relations has been conducted on the nature of the relationship between volunteers and nonprofits. This study measured the organization-public relationship between these two partners using the four relational quality outcomes originally proposed by Linda Hon and James E. Grunig a decade ago. In addition, the study introduced the measurement of admiration as an outcome in the organization-public relationship. Analysis showed that in the volunteer-nonprofit relationship, admiration is the strongest predictor of the overall rating of the relationship. Further analysis showed that while organization type is rarely a significant factor in volunteers’ rating of the relationship, volunteer involvement with the organization does impact significantly on all five outcomes.