ERNOP Online Series 2026-2027
What Motivates People to Volunteer: The Art and Science of the Ask
January 26, 2027, 10-11 (CET)
Speaker: Jörg Lindenmeier (University of Freiburg)
About this seminar:
People’s time and attention are in high demand, which makes the way you ask for volunteers more important than ever. How do you craft a volunteer recruitment appeal, a form of persuasive advertising, that actually works?
In this ERNOP Science and Society webinar, Prof. Jörg Lindenmeier (University of Freiburg) will present findings on what makes volunteering appeals effective. Drawing on two conjoint studies with over 600 participants, the session explores which design attributes most strongly attract and motivate potential volunteers, and how these preferences differ across volunteer segments. The webinar will address questions such as: What makes a volunteer recruitment appeal work, and what doesn’t? Are all potential volunteers the same, or does each type need a different approach? What’s the smartest way to get the most out of a volunteer recruitment appeal?
Moderated by Andrej Naricyn (Red Cross), the session is designed to bridge research and practice. Participants are invited to reflect on recruitment strategy and appeal design, and to discuss how these insights can help build a more effective, tailored appeal to engage future volunteers.
About Jörg Lindenmeier
Jörg Lindenmeier is Professor of Public and Nonprofit Management, with a focus on Corporate Governance and Ethics, at the University of Freiburg, Germany. His research examines consumer behavior, nonprofit management, public management, sustainability, and behavioral responses to ethical and societal challenges. He has published extensively in leading international journals and serves on the editorial boards of academic journals in the fields of nonprofit management and marketing.
About the Chair of Public and Non-Profit Management, University of Freiburg
The Chair of Public and Non-Profit Management at the University of Freiburg focuses on research and teaching in public and non-profit management, with particular emphasis on governance, organisational management, and the challenges facing public and non-profit organisations.
About Andrej Naricyn
Andrej Naricyn is a fundraising and partnerships practitioner with 20 years of experience and Head of Strategic Partnerships and Resource Mobilization for Europe and Central Asia at the International Federation of Red Cross and Red Crescent Societies (IFRC). His work focuses on strategic partnerships, income diversification, and strengthening the financial sustainability of locally rooted nonprofit organisations. He is particularly interested in the links between volunteering, community engagement, fundraising, and organisational sustainability.
About IFRC
The International Federation of Red Cross and Red Crescent Societies (IFRC) is the world’s largest humanitarian network, supporting National Red Cross and Red Crescent Societies and over 10 million of volunteers to prevent and alleviate human suffering. IFRC works before, during and after disasters and crises, while also helping National Societies strengthen their organisational capacity, community reach and long-term sustainability.