Nonprofit brand heritage its ability to influence volunteer retention, engagement, and satisfaction

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.

Learning from triads: training undergraduates in counselling skills

Background: Research has shown that counselling skills training in undergraduate programmes is effective. However, there is potential that premature intimacy and disclosures during triad work may impact on relationships which must be maintained out-with the counselling component of the course. Little research has examined individual pedagogical practices within training. Aim: The aim of this research was to explore the experience of the practical skills training component of a counselling course for a cohort of undergraduate students, and the impact of this learning experience. The objective being an evaluation of the use of this approach for this group and of the impact of personal sharing within cohorts of undergraduates. Method: Semi-structured interviews focusing on the experience of skills training and self-disclosure during training were carried out on 12 undergraduates taking counselling skills modules as part of their BSc Psychology and Counselling degree. Thematic analysis was carried out on the interview transcripts. Results: As a result of engagement in skills training and acting as ‘clients’ for one another, individuals perceived the formation of a positive group identity with implicit ‘rules’, but also an impact of training on relationships within the group which relied on the ability to maintain boundaries and personal identities with peers, and this influenced the learning experience. The ability to manage their engagement on the programme was dependent on ongoing support and guidance from tutors. Discussion: While this pedagogical approach appears appropriate for facilitating learning and potentially provides a rich learning journey for undergraduate students, tutors must act proactively to ensure a safe learning environment.