The topic of volunteer recruitment, activation, commitment, and retention is an area of growing concern in the nonprofit sector. There is a consistent view in research literature (Cuskelly, Hoye, & Auld, 2006; Rochester, Paine, Howlett) that volunteering in developed communities is under pressure from a number of factors that intersect and impact on volunteers at different levels. These include broader socio-demographic patterns such as an aging population, increasing social inequalities, disruption of marriage and family ties, reduction in religious attachment, suburbanization, and, the fragmentation of traditional community life and interaction patterns due to residential mobility (Evers, 2016). Some authors (Lim & Laurence, 2015) have thus argued that due to these pressures and others there has been a decline in volunteering. Diverse theoretical lens can be applied to understand volunteering, including marketing to attract and retain volunteers through relationship marketing (Bussell & Forbes, 2006), volunteers experiencing transformation (Mulder, Rapp, Hamby, & Weaver, 2015), internal marketing strategies to increase volunteer retention (Bennett & Barkensjo, 2005), self-congruity theory to investigate the match to organization and volunteer (Randle, Dolnicar, & Bennett, 2011), quality of life and motivation to volunteer (Taghian, D’Souza, & Polonsky, 2012), and applying agency, stakeholder, and stewardship theory to enhance nonprofit governance and thereby various aspects of volunteering (Van Puyvelde, Caers, Du Bois, & Jegers, 2011). Corporate volunteering programs (Grant, 2012) offer several distinctive advantages to nonprofits, particularly economies of scale for recruiting and organizing volunteer efforts yet are relatively little researched, for example, using the lens of corporate social responsibility. The purpose of this special issue was to provide an opportunity for the dissemination of empirical work on volunteerism. Its further intent was to provide an opportunity for the critical examinations of various aspects of volunteerism and to progress its study and application. The papers included in this special issue also focus and extend our understanding of key issues around marketing and social media with volunteers. The first paper by Kappelides and Johnson examines the key volunteer management challenges faced by volunteer managers and coordinators in the USA, Australia, andCanada. The results were gathered over 4 years (2015–2018) and provide an in-depth analysis of the challenges faced by volunteer managers of which has not been collected previously. This research study has provided evidence that volunteer managers have several challenges in their roles and require the support of their nonprofit organization to manage volunteers. Research into the management of volunteers suggests that volunteer managers and/or coordinators in nonprofit organizations may need to facilitate a more strategic approach to managing and supporting their volunteers to increase their volunteering outcomes. This study makes an important contribution to the literature and volunteer sector by providing evidence that by establishing volunteer management practices that are supportive and engaging will, in turn, enable volunteers to successfully carry out their roles, which may lead to volunteer retention. Volunteer managers need to have resources, time, and support JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING 2020, VOL. 32, NO. 1, 1–3 https://doi.org/10.1080/10495142.2020.1719324

中文翻译：

---

志愿者招募，激活，承诺和保留：特刊简介

志愿者招募，激活，承诺和保留的主题是非营利部门日益关注的一个领域。研究文献（Cuskelly，Hoye和Auld，2006年； Rochester，Paine和Howlett）一致认为，发达社区的志愿工作受到多种因素的压力，这些因素在不同层次上相交并影响志愿人员。其中包括更广泛的社会人口统计学模式，例如人口老龄化，社会不平等加剧，婚姻和家庭关系破裂，宗教依恋减少，郊区化，以及由于居民流动导致传统社区生活的分散和互动模式（Evers，2016年） ）。因此，一些作者（Lim＆Laurence，2015）认为，由于这些压力，其他人的志愿服务有所下降。可以运用多种理论来理解志愿者，包括通过关系营销来吸引和留住志愿者的营销（Bussell＆Forbes，2006），经历转型的志愿者（Mulder，Rapp，Hamby和＆Weaver，2015），内部营销策略以增加志愿者留存率（Bennett和Barkensjo，2005年），自我一致性理论以研究与组织和志愿人员的匹配情况（Randle，Dolnicar和Bennett，2011年），生活质量和志愿人员的动机（Taghian，D'Souza和Polonsky，2012年） ），并运用代理，利益相关者和管理理论来加强非营利性治理，从而增强志愿服​​务的各个方面（Van Puyvelde，Caers，Du Bois和Jegers，2011年）。企业志愿服务计划（Grant，2012年）为非营利组织提供了许多独特的优势，尤其是招募和组织志愿者活动的规模经济，但相对较少的研究，例如，使用企业社会责任的视角。本期特刊的目的是为传播有关志愿服务的实证工作提供机会。其进一步的目的是提供一次对志愿服务各个方面进行严格检查的机会，并促进其研究和应用。本期特刊中的论文还着重于志愿者，并扩展了我们对围绕营销和社交媒体的关键问题的理解。Kappelides和Johnson撰写的第一篇论文探讨了美国，澳大利亚和加拿大的志愿者经理和协调员面临的主要志愿者管理挑战。结果是在4年（2015-2018年）内收集的，并提供了对志愿者管理者面临的挑战的深入分析，而以前从未收集过这些挑战。这项研究提供了证据，表明志愿管理者在其角色方面面临若干挑战，需要其非营利组织的支持来管理志愿人员。对志愿者管理的研究表明，非营利组织中的志愿者管理者和/或协调员可能需要促进采用更具战略性的方法来管理和支持其志愿者，以增加他们的志愿服务成果。这项研究通过提供证据表明，通过建立支持性和参与性的志愿者管理实践，反过来将对文献和志愿者领域做出重要贡献。使志愿者能够成功履行职责，这可能会导致志愿者留任。志愿管理者需要有资源，时间和支持，《非营利和公共部门市场营销期刊2020年》第VOL。32号 1，1-3 https://doi.org/10.1080/10495142.2020.1719324