Volunteers' Life-Styles: Market Segmentation Based on Volunteers' Role Choices

This study applies market segmentation techniques to the problem of volunteer recruitment and retention in nonprofit voluntary orga nizations. Four types of volunteer roles are studied: direct service, leadership, general support, and member-at-large. A mail survey is analyzed, and the conclusion is reached that the volunteer market can be meaningfully segmented and that knowledge of volunteers' differing life-styles can lead to the effective targeting of particular groups.