Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
www.emeraldinsight.com/0262-1711.htm
JMD
29,6 Attracting and managing
volunteers in local government
Enamul Choudhury
592 Wright State University, Dayton, Ohio, USA
Introduction
Increasing volunteer participation and their effective utilization have become
important arguments in advancing democratic governance (Vigoda, 2002; Brudney,
1990a). A variety of factors affect the demand and supply of volunteers. They range
from demographic (growth of senior citizens, value shifts among the youth) to the
mode of political participation (electronic, social, and cultural). Volunteer participation
has expanded beyond the traditional modes of oversight, passive service, or
co-production. In fact, most scholars and commentators on e-democracy and
e-government predict greater use of information and communication technologies to
further expand citizen participation and volunteerism (Meliski and Holzer, 2007; Mele,
2008). The phenomenal growth of ICT in the public domain has led one commentator to
label current citizen activism as “citizen sourcing” (Torre, 2007, p. 134). In fact, a whole
new kind of volunteer participation has emerged – virtual volunteering. Similarly, on
the demographic front, researchers are also predicting increased volunteerism,
particularly from the retiring baby-boomers (Cohen, 2008).
Journal of Management Development In this changing context of volunteerism the matching of volunteer interests with
Vol. 29 No. 6, 2010
pp. 592-603 agency needs has emerged as a key issue of management development (Brudney,
q Emerald Group Publishing Limited 1995a). For the non-profit sector many agencies and web sites precisely address this
0262-1711
DOI 10.1108/02621711011046558 need. In the public sector many states and local governments have established
volunteer offices to coordinate the volunteering effort of its citizens (Ellis, 1998). These Attracting and
are system-wide efforts. However, at the local level there also needs to be a focused managing
effort by agencies to assess and enhance their capacity to attract and manage
volunteers. Not much work has addressed this aspect of volunteer management (Hager volunteers
and Brudney, 2008). Therefore, to reinforce the importance of public volunteerism, and
offer some empirical assessment of local agency capacity, the paper addresses and is
organized around the following two questions: 593
(1) What is the nature and salience of citizen volunteerism in local public agencies?
(2) In what ways local public agencies are incorporating professional management
in attracting and utilizing volunteers?
Methodology
The paper combines a representative literature on volunteer management with a short
online survey of volunteer management in cities located in the Southwest Ohio and
Northern Kentucky region of the USA. The survey was conducted in a two step
process, an online questionnaire survey conducted in 2006, followed by a content
analysis of agency web sites in 2007. Because, the study was sponsored by the Greater
Cincinnati Chapter of the American Society for Public Administration (ASPA) and the
Seasongood Foundation, both wanting to know the status of public sector volunteerism
in the region, the study sample is purposive.
The study sample was selected using the city of Cincinnati’s zip code 45202 as the
baseline. Cities within a 50-mile radius of that zip code and with population of 8,000
and greater were included in the study. Thus, a total of 37 county, city, police, fire, and
emergency management officials completed the online survey. A follow up survey of
the web sites of the sample cities was conducted to get an understanding of the use of
web sites in reaching out and recruiting volunteers. The indicator of “clearly
advertised” was used for identifying displays of an advertisement and/or link for
prospective volunteers with a script in font size greater than that of the lowest case
used for any narratives on the homepage. A second indicator, “ease of access” was also
used to assess the degree to which the web advertisement of volunteer positions and its
links were:
.
easily accessible from the homepage;
.
clearly identifiable on the homepage; and
.
functioned smoothly in transitioning to related web pages.
I am thankful to the ASPA intern, Mr Jason Dewitt, for administering the survey and
coding the data.
On planning
In order for volunteers to have a positive experience and for agencies to utilize their
contributions, both have to be planned. The presence of volunteers in agencies across
the study region indicates that some degree of planning is in place. The survey asked
respondents if their agency had a volunteer program. While 83.7 percent of
the respondents indicated that their agency had a volunteer program, 75.8 percent of
respondents also indicated that they had openings for volunteers. Both facts show a
healthy amount of volunteerism occurring at the local level. The fact that 26.6 percent
of the respondents consider having a pool of citizens to volunteer as a crucial requisite
also indicates the recognition of the importance of planning.
In contrast, it is discouraging to see the relative absence of volunteerism (6.9
percent) in both emergency management and homeland security programs. An
overwhelming majority of respondents (93.1 percent) indicated that volunteers work in
positions other than emergency management and homeland security. In this context, it
is important to mention that when respondents recorded the positions of volunteers in
their open-ended responses, several indicated the volunteers’ primary position is
related to police, fire, and emergency response services. Therefore, it is possible that
respondents did not fully equate the available choice of “emergency management” or
“homeland security” with police, fire, and emergency medical services. The three
Citizen Corps volunteer and emergency management programs (Community
Emergency Management Teams, Volunteers in Police Service, and Fire Corps) were
found to be underutilized. Considering that all the eight counties (where the 37 cities
are located) have emergency management and/or homeland security programs, one
might expect that volunteer involvement in the Community Emergency Response
Team program to be quite high.
Attracting and
Questionnaire items on agency activity Response
Management function (see Appendix for the question wording) Number Percent managing
Planning Agency has volunteer program 31 83.7
volunteers
Agency has current openings for volunteers 22 75.8
Volunteers serving in emergency programs 2 6.9
Volunteers serving in other programs 27 93.1 597
Having an available pool of volunteers 28 26.6
Gaining knowledge of successful program 10 9.5
Organizing Use of formal supervisor for volunteers 22 75.8
Commitment of volunteers: Excellent 15 51.7
Commitment of volunteers: Good 12 41.3
Commitment of volunteers: Fair 2 6.9
Commitment of volunteers: Poor 0
Skill level of volunteers: Experienced 12 41.3
Skill level of volunteers: Semi-experienced 15 51.7
Skill level of volunteers: Amateur 2 6.9
Having time and staff to devote to volunteer program 29 27.6
Staffing: recruitment Newspaper 8 9.3
Radio 1 1.6
Television 0
Public events 11 12.7
Personal contact 23 26.7
Walk-ins 12 13.9
Staffing: web site use Use of web sites 13 15.1
Clear advertisement of volunteering 7 18.9
Ease of site navigation 4 10.8
Staffing: value adding Using written job descriptions: All positions 7 24.1
Using written job descriptions: Most positions 6 20.6
Using written job descriptions: Few positions 4 13.79
Using written job descriptions: Not available 12 41.38
Having knowledge of liability issues 9 8.57
Training of volunteers 25 86.21
Table II.
Directing Top level support for volunteer programs 5 4.76
Volunteer management
Funding to operate or expand volunteer programs 22 20.95
functions in local
Evaluating Use of rewards (stipend, benefits) for volunteers 10 34.48 government agencies
On organizing
Strong support for professional management of volunteers is indicated when 75.8
percent of the respondents reported that volunteers are formally supervised. This fact
also indicates some level of effective integration of the volunteers with the regular staff.
Thus, it is not surprising to find a high opinion of volunteers among the respondents.
While an overwhelming majority of respondents (93.1 percent) held that volunteers
demonstrated a good or excellent dedication and work ethic, another majority of
respondents (93.1 percent) further indicated that their volunteers were at least
semi-experienced in performing their assigned tasks. The positive valuation of the
volunteers is further conveyed when 27.6 percent of the responses convey that agencies
need more time and staff to devote to their volunteer programs.
JMD On staffing (recruitment)
29,6 When asked about the use of recruitment methods used in the agency, 26.7 percent of
the respondents mentioned “personal contacts” as the preferred method, followed by
the use of web sites (15.1 percent), walk-ins (13.9 percent), and public events (12.7
percent). The fact that web sites are relied on as a tool of recruitment and ranked higher
in usefulness over “newspapers” is an encouraging sign that local governments are
598 recognizing the use of ICT and its integration with human resource planning. However,
the follow-up content analysis of the city web sites reveal that cities have a long way to
go in using web sites as contemplated in the e-government initiative.
A significant majority of the selected cities seems to be underutilizing their
web-pages for volunteer recruitment. Only seven (24.1 percent) cities fulfilled the
requirement of “clear advertisement” in their homepages. The seven cities meeting the
requirement simply demonstrate that volunteerism program and contact information
was provided online for at least one of the following: citywide, police, or fire service
opportunities. However, it should be noted that a couple of web sites had volunteer
program advertisements and/or links in their web sites but not in their homepages.
The “ease of usage” analysis of the web sites also showed additional shortcomings.
The ease test was applied to each homepage. Of the seven homepages providing clear
advertisement, only four (10.8 percent) met the ease of usage requirement.
On directing
Among the responses on the needs of volunteer programs in public agencies, only 20.9
percent of the respondents addressed funding to be an important need, while another
4.7 percent respondents identified leadership support as important. In the volunteer
management literature, both conditions are rated as very high in terms of importance.
The reason that they received less emphasis in the sampled cities could be that, the
respondents considered their current leadership to be supportive of their volunteer
programs, as well as recognized the likely scenario of no budget increase for volunteer
programs.
On evaluating
The weakest part of volunteer management seems to lie in the evaluation function.
Here, the status quo is reflected in the responses to the assessment and recognition of
volunteer contributions. In the sample cities, the giving of stipends, rewards, and
benefits appear to be severely lacking with 65.5 percent of the respondents indicating
that volunteers were not offered such rewards or benefits. Clearly, the lack of adequate
funding as noted by the respondents could be a partial reason why this is the case.
However, in the survey, the lack of funding is not identified as a very serious issue. Attracting and
Therefore, it seems to be that, the relative lack of integration of volunteer activities managing
with the regular work activities of the agency may have led to the little use of rewards
and recognition of volunteers. The literature identifies recognition and reward to be volunteers
key factors in attracting future volunteers. In a time when agencies are expected to
show results of their performance, a system of recognition and reward of volunteers is
a key factor to highlight the contribution of volunteer program in agency performance. 599
Discussion
The study shows that some cities regularly utilize volunteers in some fashion. It also
shows that agencies have adopted professional management tools in certain aspects of
volunteer management but also neglected them in other very important aspects. From
this finding we may conclude that while volunteers are effectively attracted by
agencies they are not so professionally managed.
Many cities do not utilize volunteers as well as they could, and are reluctant to
invest time and resource in improving their volunteer program. For example, it is
surprising to find the lack of interest to learn from best practices. Only 9.5 percent of
the respondents consider learning from successful programs to be important. The
finding is surprising given the presence of a nationally reputed volunteer program in
the nearby city of Kettering. In general, the data seems to indicate that agencies are not
investing in future improvements or are interested to even explore best practices in the
present. Therefore, the focus seems to be on maintaining the status quo.
The lack of investment in attracting volunteers stands out as a fundamental
weakness in the management capacity of local public agencies to effectively attract,
use, and value volunteers as an integral part of their operation. Even, in relation to the
second most utilized tool of recruitment – use of web sites, the data show a significant
lack of promoting volunteerism via homepages. Considering that homepages can and
often provide the first online presentation for local governments and their various
departments, it seems that an important advertising resource remains underutilized.
While formal supervision and training found emphasis in the management of
volunteers, formal evaluation and recognition of contributions did not. Thus the study
shows the need for improvement in each of these functional areas of professional
management.
Conclusion
Building organizational capacity is not only an organizational issue but a political one,
which sets the tone and goal of governance and provides the resources and support to
agency activities. In a climate of fiscal strain, it may be extremely difficult to allocate
new budgetary or staff resources to improve volunteer management. Keeping this in
mind, one can emphasize more on management attention as the means of improving
volunteer management. For example, improving job design and performance
evaluation of volunteers as well as setting up agency internship programs in
partnership with local chapters of professional associations to attract and recognize
them.
Finally, the findings of this study need to be read in context and in relation to its
shortcomings. The context is a micro unit of local government, and therefore, the
findings may have limited applicability across contexts. Also, the study did not
JMD analyze the concept of volunteerism widely or in-depth to make valid generalizations
29,6 on the status of volunteerism and volunteer management in cities. For example, the
study did not analyze volunteer programs in townships or smaller cities with a
population less than 8,000 residents. Still, given the paucity of empirical studies on
volunteer management at the local level, this study provides a snapshot of the
importance of volunteerism in public service and the reality of management capacity to
600 realize it.
References
Brudney, J.L. (1990a), Fostering Volunteer Programs in the Public Sector, Jossey-Bass, San
Francisco, CA.
Brudney, J.L. (1990b), “Expanding the government-by-proxy construct: volunteers in the delivery
of public services”, Nonprofit and Voluntary Sector Quarterly, Vol. 19, pp. 315-28.
Brudney, J.L. (1995a), “Preparing the organization for volunteers”, in Connors, T.D. (Ed.),
The Volunteer Management Handbook, John Wiley, New York, NY, pp. 36-60.
Brudney, J.L. (1995b), “The involvement of volunteers in the delivery of services: myth and
management”, in Hays, S.L. and Kearney, R.C. (Eds), Public Personnel Administration:
Problems and Prospects, Prentice-Hall, Englewood Cliffs, NJ, pp. 319-30.
Cohen, R. (2008), “Volunteering by the numbers”, The Nonprofit Quarterly, Fall, pp. 34-41.
Cuthill, M. and Warburton, J. (2005), “A conceptual framework for volunteer management in local
government”, Urban Policy and Research, Vol. 23 No. 1, pp. 109-22.
Duncombe, S. (1985), “Volunteers in city government: advantages, disadvantages, and uses”,
National Civic Review, Vol. 74 No. 9.
Ellis, S.J. (1996), From the Top Down: The Executive Role in Volunteer Program Success, rev. ed.,
Energize, Inc.
Ellis, S.J. (1998), “Volunteerism and the government sector”, available at: http://usinfo.state.gov/
journals/itsv/0998/ijse/ellis.htm/ (accessed 19 November 2007).
Ellis, S.J. (2002), “Your web site: does it welcome prospective volunteers?”, Nonprofit Times, May.
Gazley, B. and Brudney, J.L. (2005), “Volunteer involvement in local government after September 11:
the continuing question of capacity”, Public Administration Review, Vol. 65 No. 2.
Gerber, B.J., Cohen, D.B., Cannon, B., Patterson, D. and Stewart, K. (2005), “On the front line:
American cities and the challenge of homeland security preparedness”, Urban Affairs
Review, Vol. 41 No. 2.
Graff, L. (2006), “Declining profit margin: when volunteers costs more than they return”,
The International Journal of Volunteer Administration, Vol. 24 No. 1.
Hager, M.A. and Brudney, J.L. (2005), “Net benefits: weighing the challenges and benefits of
volunteers”, The Journal of Volunteer Administration, Vol. 23 No. 1.
Hager, M.A. and Brudney, J.L. (2008), “Management capacity and retention of volunteers”,
in Liao-Troth, M. (Ed.), Challenges in Volunteer Management, Information Age Publishing,
Charlotte, NC, pp. 9-28.
Liao-Troth, M. (2008), “Introduction”, in Liao-Troth, M. (Ed.), Challenges in Volunteer
Management, Information Age Publishing, Charlotte, NC, pp. 3-8.
Mele, V. (2008), “Streaming volunteer management through information communication and
communication technologies”, in Liao-Troth, M. (Ed.), Challenges in Volunteer
Management, Information Age Publishing, Charlotte, NC, pp. 69-90.
Meliski, J. and Holzer, M. (2007), “Assessing digital government at the local level worldwide: Attracting and
an analysis of municipal websites throughout the world”, in Norris, D. (Ed.), Current Issues
and Trends in E-Government Research, Cyber Tech, Hershey, PA, pp. 1-21. managing
Morley, E. (1989), “Patterns and the use of alternative service delivery approaches”, Municipal volunteers
Yearbook, 1989, International City Managers Association, Washington, DC.
Rehnborg, S.J. and DeSpain, M. (2003), “Investing in volunteerism: recommendations emerging
from the study of the impact of volunteers in Texas State agencies”, The Journal of 601
Volunteer Administration, Vol. 21 No. 2, pp. 33-8.
Safrit, R.D. and Schmiesing, R.J. (2004), “A suggested model for contemporary volunteer
management: qualitative research bridging the professional literature with best practices”,
The Journal of Volunteer Administration, Vol. 22 No. 4.
Simpson, D.M. and Strang, W. (2004), “Volunteerism, disasters and Homeland Security:
the AmeriCorps, National Civilian Community Corps, and community preparedness”,
Journal of Homeland Security and Emergency Management, Vol. 1 No. 4.
Sundeen, R.A. (1990), “Citizens serving government: the extent and distinctiveness of volunteer
participation in local public agencies”, Nonprofit and Voluntary Sector Quarterly, Vol. 19
No. 4.
Torre, L.H. (2007), “Citizen sourcing in the public interest”, Knowledge Management for
Development Journal, Vol. 3 No. 1, pp. 134-45.
Vigoda, E. (2002), “From responsiveness to collaboration: governance, citizens, and the next
generation of public administration”, Public Administration Review, Vol. 62 No. 5, pp. 527-40.
Vizza, C. (1990), “Volunteers in public service: mutual benefits abound”, Voluntary Action
Leadership, Summer, pp. 12-21.
Further reading
Valente, C.F. and Manchester, L.D. (1984), Rethinking Local Services: Examining Alternative
Delivery Approaches, Information Service Special Report, No. 12, International City
Managers Association, Washington, DC.
Appendix
(1) How would you classify your organization?
.
Police
. EMS
.
Emergency management
.
Other (please specify) _________________________________
(2) Please select the areas where additional resources are needed for a volunteer program
(check all that apply):
.
Time or staff to devote to program.
.
Funding to operate or expand.
.
Knowledge of successful volunteer programming.
.
Available pool of citizens to volunteer.
.
Support of volunteerism programming from leadership.
.
Knowledge about liability issues.
.
Other (please specify) _________________________
JMD (3) Does your organization have a volunteer program?
29,6 .
Yes
.
No
(4) If yes, how many volunteers do you have?
.
Don’t know.
602 .
Know, (please specify approximate number of volunteers) ___________
(5) How do you recruit volunteers for your agency? (Please check all that apply):
.
Web site.
.
Newspaper.
.
Radio.
.
TV.
.
Public events.
.
Personal contacts.
.
Walk-ins.
.
Other (please specify) ___________.
(6) Which type of recruitment has been most successful for your organization?
.
Web site.
.
Newspaper.
.
Radio.
. TV.
.
Public events.
.
Personal contacts.
.
Walk-ins.
. Other (please specify) _____________________________________________
(7) Do you offer a training program for new volunteers?
.
Yes.
.
No.
(8) Do you offer stipends, rewards, or benefits to volunteers?
.
Yes.
.
No.
(9) Overall, how would you rate the commitment of your volunteers? (i.e. dedication, work
ethic, etc.):
.
Excellent.
.
Good.
.
Fair.
.
Poor.
(10) Overall, how would you rate the skill-level of your volunteers? (Experience or skills in
relation to tasks assigned to them):
.
Experienced.
.
Semi-experienced.
.
Amateur.
(11) Do you currently have openings for volunteers in your organization? Attracting and
.
Yes. managing
.
No.
volunteers
(12) What is the primary position area that volunteers fulfill in your agency?
.
Emergency management.
.
Homeland Security. 603
.
Other (please specify) ____________________________________
(13) Do you utilize reserve (non-regular, on-call in emergency) volunteers in an emergency
management capacity?
.
Yes.
.
No.
(14) Do you utilize a specific formal supervisor for your volunteers?
.
Yes.
.
No.
(15) Please indicate the use of written job descriptions for volunteer positions in your agency:
. All volunteer positions have written job descriptions.
.
Most volunteer positions have written job descriptions.
.
Few volunteer positions have written job descriptions.
.
There are no job descriptions for volunteer positions.
(16) Is there anything that you would like to add to this survey (comments, questions, or
concerns)?
For example, if you do not have a volunteer program, would you like to have one? Do you
feel a need for volunteer resources? Feel free to add any comments that you would like.