O'Loughlin, Jennifer (2006) The internal market for non-profits: considerations for marketing, recruitment and motivation of non-profit executive employees. Third Sector Review, 12 (1). pp. 57-69.

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Abstract

Non-profit organisations have undergone tremendous change and evolution from their early days of surviving solely on the benevolence of their volunteer base. One key challenge of the ongoing transformation to a more professional orientation is the increased role of non-profits as employers. Although there is a quite significant volume of academic and practitioner research focussed on the motivations of donors and volunteers there has not been a concurrent increase in literature reviewing the motivations of those engaged in paid work within the non-profit sector, perhaps under the illusion that paid work is simply that, regardless of sector. This paper reviews the potentially different motivations for choosing to work in the non-profit sector and highlights the importance of understanding these motivations with regard to the recruitment and employee motivation efforts of non-profit organisations. It reviews some specific issues identified by employees of nonprofits and includes implications of a proposed relationship with the concept of self efficacy. It further highlights some of the challenges the sector has faced in terms of their communication efforts for recruitment and their internal marketing and relationship management, with some implications for ways in which such activities might be enhanced.

Item ID:	37147
Item Type:	Article (Research - C1)
ISSN:	1323-9163
Keywords:	nonprofit sector, employees, recruitment, motivation, internal marketing.
Related URLs:	Publisher
Date Deposited:	13 Sep 2017 01:53
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150305 Human Resources Management @ 40% 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 60%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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