A conceptual model of charitable behaviour of volunteers: motivation and involvement of volunteers in activities of charitable organizations

In the context of rapid growth of charitable organizations and limited resources, there is a need to use volunteers more effectively. It’s important to understand who volunteers are and what motives underlie their behavior, what factors cause people to be socially active, which helps to involve them in activities of charitable organizations on a regular and long-term basis. A modern marketing approach, where volunteers are considered as active participants of value creation, is used to describe the behavior of volunteers of charitable organizations. The article presents the results of research on volunteers’ behavior of social charities in Moscow. Based on the data the motives of charitable behavior of volunteers, main features of the behavior associated with joint value creation, as well as satisfaction, loyalty and involvement of volunteers in the activities of charitable organizations are described.