Struggling with ghosting? Why volunteers and donors do it, how to rekindle nonprofit engagement

Abstract

Non-profit organizations actively address societal challenges and improve lives. However, sustaining volunteer and donor recruitment and retention remains challenging. This thesis explores the complications that arise in acquiring and engaging volunteers and donors long-term, specifically focusing on the National Marrow Donor Program (NMDP) Chapter at Colorado State University (CSU), and the broader organization of NMDP. The analysis examines psychological motivators, such as Self Determination Theory, which drive individuals to perform altruistic acts. This thesis highlights constraints that prevent individuals from volunteering or donating – barriers extending beyond recruitment. These include a lack of education, structural deficiencies, institutional mistrust, cultural hesitancy, and systematic limitations within the healthcare sector. Additionally, the examination investigates the role of the medical industry, particularly how burnout affects engagement. Recognizing these issues is the first step toward proposing effective solutions.||People naturally want to help others when given the capability and opportunity. Adjustments must occur to correct limitations individuals currently face during onboarding and the conversation process. Proposed solutions include effective communication, social media engagement, and psychology-backed techniques such as the Door-in-the-Face and Foot-in-the-Door strategies to drive participation. Accentuating community interaction through proper training and information fosters confidence and promotes workplace sustainability. Evaluating the global significance associated with donor recruitment and retention provides insights beyond the scope of NMDP. This thesis offers a framework for various non-profit organizations and companies seeking to improve their own recruitment and retention efforts. Altruism alone will not change the world, but a system empowering it can – and will.