Can Managerial Communication Reduce Ambiguity Among Service Professionals About Volunteer Roles in Coproduction? An Experimental Test

Abstract

Despite the clear benefits volunteers can bring to public service organizations, their involvement may also create or exacerbate challenges for managers in ensuring clear roles for professionals staffing such organizations. We argue that simple, strategic communication messages can clarify the relative roles of volunteers and professionals. We test this assertion with a low-cost experimental communication experiment embedded in a survey of 240 professionals employed at nursing homes in Denmark. Our results show that strategic communication to clarify volunteer roles reduces professionals’ perceived ambiguity about volunteer roles and the relative roles of volunteers and professional staff. These results are encouraging as many public service organizations seek to involve more volunteers, and managers can implement the kind of strategic communication studied in this article straightforwardly without high costs.