This study profiles demographic and sociographic characteristics as well as media habits of heavy, moderate, light, and nondonors to volunteer dependent organizations. Insights gained will help administrators design appropriate courses of action. This becomes very important at a time when volunteer organizations face stiff challenges in attracting donors.

While the study of volunteer tourism has been growing over the past decade, there is limited literature that takes a global approach, whereby one explores the perspective of a number of stakeholder groups in such experiences. The aim of this project was to fill this gap by looking at the volunteer tourism experience from four perspectives, namely the volunteer, the organization, the host family, and the community at large. The focus in this case was on the experiences and expectations of these groups. The research was qualitative; based primarily upon interviews. The research for this project took place in Ghana. It was found that the three local stakeholders (the organization members, the host family members and people from the broader community) generally viewed the experience similarly. Volunteers often expressed views that set them apart from the other groups. Main themes for the groups generally revolved around cultural differences, communication and progression through stages of the experience. The stages of the experience showed three main stages, those referring to the time before the volunteer, during the volunteer???s stay and the time after the volunteer???s departure. Cultural differences included discussions of culture shock, stereotypes, and mis-communications in cross-cultural dialogue. Communication was a major issue, and was to be found lacking between all groups. In regards to communication there was also a suggestion for continuing contact and relationships between the locals and volunteers beyond the volunteer???s time in the community.

Studiens syfte var att undersöka hur employer branding kan användas för att attrahera och behålla volontärer med specialiserad kompetens inom en organisationform som är beroende av kompetens. Ytterligare ett syfte var att undersöka upplevelsen av ett aktivt arbete med employer branding för att attrahera och nehålla volontärer. Det genomfördes sammanlagt sex intervjuer med volontärarbetare på en volontärorganisation. Resultatet visade på fyra upplevda huvudteman som kunde sammankopplas med respondenternas val av volontärorganisation. Dessa teman kunde också kopplas samman med organisationens attraktivitet. Det framkom i resultatet att respondenternas kompetens inom organisationens inriktning skapade ett upplevt intesse för verksamheten och var en viktig faktor i valet av volontärorganisation. Det framkom också att en personlig koppling samt personliga fördelar inom organisationen var av stor betydelse för respondenterna. Det framgick av intervjuerna att uppfattningen av organisationen som strukturerad ansågs vara en positiv aspekt i fråga om att stanna kvar inom organisationen. Slutligen framkom det att den allmänna kännedomen om organisationen skapade motivation hos volontärerna / The study's purpose was to examine how employer branding can be used to attract and retain volunteers with a high skill level in an organization that depends on skills. Another purpose was to explore the experience of active work with employer brandingto attract and retain volunteers. Six interviews were conducted with volunteers in a volunteers organization. The result showed that there were four main percevied themes that could be linked to the respindent's choice of a volunteers organization. These themes could also be linked to the organization's attractiveness. The result showed that there were four perceived main factors that could be associated with respondent's choice of volunteers organization. It also emerged that a personal connection and personal benefits of the organization was of great importance to the respondents. It was clear from the interviews that the perception of the organization as structured was considered a positive aspect in regards to remain in the organization. Finally, it appeared that the general awareness of the organization created motivation for the volunteers.