With the advancement of online and Internet-based communication, including email and social networking sites, the way in which organizations recruit, communicate with, and retain volunteers is ever evolving. The not-for-profit sector relies heavily on volunteers to help with daily functions, supplementing the need for additional paid staff with volunteers. With the continued growth of Internet use across all generations, leaner media have become the preferred means of communication among volunteers and Volunteer Coordinators. An email survey of more than 100 current volunteers at the Seneca Park Zoo Society was conducted to determine which media channels are used and preferred. Although volunteers are finding opportunities on websites, Facebook does not prove to be an effective means of recruitment.
Library of Congress Subject Headings
Nonprofit organizations--Personnel management; Volunteers--Attitudes; Business communication--Public opinion; Social media--Public opinion; Seneca Park Zoo (Rochester, N.Y.)
Department, Program, or Center
Department of Communication (CLA)
Roach, Elizabeth, "Volunteer communication and media richness: Recruiting, communicating with, and retaining volunteers" (2013). Thesis. Rochester Institute of Technology. Accessed from
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