Differentiating literacy volunteers: a segmentation analysis for target marketing

Learning how an organisation's volunteers differ from volunteers serving in other organisations can provide managers with important information. This information can assist managers in identifying potential volunteers, and this information can help managers better understand what to communicate to potential volunteers. This paper presents a segmentation study of literacy volunteers as an example of a proposed methodology for differentiating sub‐groups of volunteers. Managerial implications of research findings and ideas for future research are also presented.