Recruiting Volunteers in the Decade of Social Action

Abstract: In order for Non-Governmental Organizations to maintain visibility, credibility and accountability, attracting voluntary members to support the organization’s Mission and Vision is essential. Much of the work NGOs carry out depends on the voluntary support of strong and supportive networks. The sustainability of a NGO, its long-term-success, depends on the recruitment and relationship-management of volunteers. The present case study elaborates on the recruitment of volunteers within the non-profit sector, illustrated by the Otra Cosa Network. Explaining voluntary participation with help of the Social Movement Theory by applying Social Capital, serves to more thoroughly elaborate on the social surrounding influencing decisions to volunteer. The research revealed that the environment the participants are exposed to plays a crucial role for mobilizing support and action taking. The findings suggest that promising mobilization of voluntary participation is encouraged by bonds based on trust. Moreover, the shifting media landscape has an impact on the creation and strength of such bonds. In regards to recruitment, building stable relationships build around mutual support and trust fosters success of NGOs in terms of impact, capacity and sustainability.