Nonprofits’ Internal Marketing and Its Influence on Volunteers’ Experiences and Behavior: A Multiple Mediation Analysis

Abstract

Drawing from theory and research on internal marketing as a relevant factor influencing volunteer behavior, we hypothesize that internal marketing practices are positively associated with the way volunteers act in the interest of an organization and that this relationship is mediated by volunteers’ satisfaction and organizational identification. In a study of volunteers in German arts organizations, this relationship is analyzed using structural equation modeling. Results indicate mediation effects of satisfaction on volunteer behavior and internal marketing. Similarly, identification with the organization positively influences volunteer behavior, although not in the form of a mediation. Implications for internal marketing practices and arts organizations relying on volunteers are discussed.