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Marketing and branding for non-profit organisations: A case for mathematics for a lifetime.


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This research aspires to discuss and analyse the current system of recruiting and retaining volunteers in the events industry, and a comparison with the volunteer programme model existing in H3 Group.
The method chosen for this research is qualitative, as the research includes interviews. In order to get a better understanding, interviews are going to be held with people who are part of the industry and have extensive knowledge of this matter. In addition, with the purpose knowing another perspective, two people will be interviewed who habitually participate in activities as volunteers for H3 Group, specifically for sports events in FMG Stadium.
The results obtained basically indicate that there is a difference between the information given by the person in charge of the volunteer program of H3 Group, and the perception that the volunteers had about their personal experience of volunteering for the matches held by the Rugby League World Cup in November last year.
The difference occurs mainly because according to the information provided by H3 Group, the volunteer programme includes a whole complete process, and the staff is always making sure that the volunteers feel comfortable and confident about what are they tasks. On the other hand, the volunteers think that the assigned task was not of great importance and that many times they got bored because they had nothing to do. Also, they did not receive any feedback on their performance, so they were not sure if what they did was good or not.

Item Type: Paper presented at a conference, workshop or other event, and published in the proceedings
Uncontrolled Keywords: business, marketing, branding, not for profit
Subjects: H Social Sciences > HF Commerce
Divisions: Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
Depositing User: Adrian France
Date Deposited: 26 Nov 2018 00:08
Last Modified: 21 Jul 2023 07:33

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