المدخل التسويقي في الاستقطاب و المحافظة على المتطوعين بمنظمات المجتمع المدني : دراسة حالة جمعية كافل اليتيم الخيرية، برج بوعريريج

Abstract

Attraction and retention of volunteers is a sources of perpetual challenge for civil society organizations (CSO’S), those organizations aim to rich the potential volunteers with the right message so they could convince them to volunteer, and then try to provide the right elements that motivate the volunteers to keep working for the organization. In this perspective scholars provides us with many models, and one of the most used one is the marketing model. Marketing has been wildly used by CSO’S in many field like social advertisement and resource collecting , in this perspective our study turns around the use of social marketing in the attraction and retention of volunteers in Algerian CSO’S, through the case study of the association kafilelyatime, which represent a model of success among Algerian CSO’S in this filed

Through our study we managed to identify some managerial practices in the study field that constitute the core of marketing strategies in the attraction and retention of volunteers, thus practices are divided into two parts, the first part focus on the attraction of volunteers by a clear marketing positioning of the organization, that enable the targeting of a well identified market segment, with the right message, and a job description that focus on the needs and motivations of volunteers.And has a second part, the retentions of volunteers using motivation techniques like training and promoting volunteers, to renewal the volunteers motivation and strengthening their loyalty