University of Twente Student Theses


How do voluntary team leaders consistently raise high amounts of money during the Movember campaign?

Erve, J.H. van 't (2018) How do voluntary team leaders consistently raise high amounts of money during the Movember campaign?

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Abstract:Background: Despite the existence of quantitative studies investigating the variables that determine fundraising performance, multiple authors suggest that the mechanisms and the qualitative context of how sustainable and outstanding fundraising performance is achieved by team leaders, merit further study. In response, the following research question was formulated: “How do voluntary team leaders consistently raise high amounts of money during the Movember campaign?” Method: In order to explore how outstanding fundraising performances are achieved by team leaders, an explorative case study was conducted with eleven Movember team leaders who have consistently generated high levels of funding year-on-year. Data were collected from qualitative, semi-structured interviews. Subsequently, data was analysed via the content analysis method. Findings: On the one hand, team leaders certainly benefit in their fundraising practices from contextual conditions which offer opportunities and resources, such as potential team members, potential donors, and supportive corporations. On the other hand, team leaders were found to be very capable and skilful in approaching stakeholders, and including them in a sustainable manner within their campaign. From a team member’s perspective: Members mostly fulfilled their fundraising tasks separately, within the context of an interdependent team goal. Accordingly, it is the team leader who drives, coordinates, and facilitates the fundraising process for each member, with the aim of sustaining engagement with the cause for a full month. Additionally, team leaders not only focus on the absolute amounts raised, but, recognising that levels of dedication differ, aim to generate a fun experience while volunteering. From a donor’s perspective: The surveyed team leaders demonstrated understanding that it is critical to have a ‘fit’ with donors during the fundraising process. These fit manifests in a personal relationship with the donor, generation of excitement amongst donors, and a clear explanation of what the donor’s impact is. From a corporation’s (voluntary programme) perspective: The study revealed that team leaders benefit from having full ownership over their campaign within the company. The role of the firm is supportive, in terms of the team leader’s needs and the granting of access to the firm’s resources. Regarding the task design, individual members benefit from tasks that can be fulfilled separately. Limitations: The inductive research design, which lacks calculated reliability tests (e.g. Cohen’s Kappa), combined with the specific nature of the case under study, might limit the generalizability of the reported findings to the wider field of voluntary team leadership in the fundraising context.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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