How can one categorize organizations like the Gutenberg Digital Hub (GDH)? What can help those organizations to motivate their volunteers? This thesis presents insights into the current state of organization theory and how specific, new forms of organizations in Germany can be classified with it.
Thereafter, it links this classification to motivation theory and shows the connection from Vroom’s expectancy theory to the field of volunteer motivation. Furthermore, this thesis wants to empower GDH-like organizations to grasp which methods or techniques can be applied in real world situations. Therefore, a dual approach combines a literature review and a case study. These two offer more detailed hints to increase volunteer motivation in such organizations. For instance, promising options are addressing needs of the potential volunteers, enabling autonomy or demonstrating the motive of the organization. An understanding of volunteer motivation in general and advice for recruiting processes are displayed as well. This thesis delivers a classification of this unique type of organization and an overview of motivation theory in the volunteer context, thereby providing both academic and practical value.
Table of Contents
1. Introduction
1.1 Course of the thesis
2. Motivation theory
2.1 Influence of organisation theory
2.2 Non-profit sector and motivation theory
2.3 Vroom’s Expectancy Theory
3. Methodical procedure
3.1 Literature review
3.2 Case Study
3.2.1 Applied method and adaptions
3.2.2 Selection of Digital Hubs and associations
3.2.3 Structure of the questionnaire
3.2.4 Analysis
4. How to increase volunteer motivation
4.1 Findings of the research
4.2 Findings of the case study
5. Discussion and limitations
6. Conclusion and future steps
7. Bibliography
8. Appendix
8.1 Online-questionnaire
8.2 Communication
8.3 Anonymised answers to the questionnaire
Objectives & Core Topics
The primary objective of this thesis is to understand how organisations similar to the Gutenberg Digital Hub (GDH) can be classified and how volunteer motivation within these unique hybrid structures can be enhanced. The research seeks to bridge the gap between organisational theory, existing motivation theories—specifically Vroom’s expectancy theory—and practical management strategies to support volunteer engagement in the context of digital transformation.
- Classification of hybrid organisations within the third sector.
- Application of Vroom’s expectancy theory to volunteer contexts.
- Analysis of challenges in volunteer recruiting and retention.
- Identification of management techniques to influence and improve volunteer participation.
- Empirical evaluation through a case study of Digital Hubs in Germany.
Excerpt from the Book
2.3 Vroom’s Expectancy Theory
Motivation theory has changed how we think about human behaviour (Cerasoli, Nicklin & Ford, 2014). Maslow’s “hierarchy of needs” (1943), describing general motivation out of human need or Herzberg’s “two-factor theory” (1987), focussing on motivating factors at the workplace are some examples among the well-known theories. Both describe factors that motivate behaviour, but not how motivation occurs. In contrast, Vroom’s expectancy theory (1964) explains how individuals choose from potential actions, describing the decision of a person. Expectancy theory is a standard in motivation theory (Ambrose & Kulik, 1999) and as Behling and Starke (1973) state, there are even various elaborations on the basic expectancy theory. These elaborations all tolerate the basic theory and expand it (Behling & Starke, 1973), so they are not of further interest here.
Instead, the basic model and its approval is of importance for this thesis. Mitchell (1979) points out the acceptance and the great empirical support of the theory. Ilgen, Nebeker & Pritchard (1981) describe valid and reliable measures for the variables used in expectancy theory: expectancy, instrumentality and valence (Vroom, 1964). Wheeler & Mahoney (1981), but especially Wanous, Keon & Latack (1983) present further supportive arguments for Vroom’s theory. Both papers concentrate on motivation of behaviour concerning occupational preferences and choice. Vroom’s theory was chosen, because it is a widely accepted theory that not only concentrates on reasons people act but also the process of motivation itself.
Summary of Chapters
1. Introduction: This chapter highlights the significance of digital transformation for SMEs and introduces the Gutenberg Digital Hub as a case study for volunteer-dependent organisations.
2. Motivation theory: This section establishes a theoretical framework by categorizing the GDH as a hybrid organisation and applying Vroom’s expectancy theory to the context of volunteer motivation.
3. Methodical procedure: This chapter outlines the dual research approach, consisting of a systematic literature review and a case study using an online questionnaire distributed to various Digital Hubs.
4. How to increase volunteer motivation: This section presents findings from research and the case study, offering concrete management strategies such as job design and addressing volunteer needs.
5. Discussion and limitations: This chapter reflects on the applicability of the findings, acknowledges the limitations of the small sample size, and discusses alternative psychological perspectives.
6. Conclusion and future steps: This final chapter synthesizes the results, confirming the demand for structured volunteer management and suggesting directions for future research.
Keywords
Volunteer motivation, Digital Hubs, Expectancy theory, Third-sector organisations, Hybrid organisations, Digital transformation, Volunteer management, Organizational behaviour, Non-profit sector, Recruitment, Job design, Intrinsic motivation, Human resource management, Case study, Performance.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on understanding how organisations like the Gutenberg Digital Hub function and how they can effectively motivate their volunteers in the context of digital transformation.
What are the primary themes covered?
Key themes include the classification of hybrid organisations, the application of Vroom’s expectancy theory to volunteering, and practical methods for volunteer recruitment and management.
What is the main research question or goal?
The goal is to determine how GDH-like organisations can be classified within organisational theory and what techniques can be applied to increase volunteer performance and participation.
Which scientific methods were employed?
The author uses a twofold methodology: a literature review to explore theoretical foundations and a case study involving an online questionnaire sent to comparable German Digital Hubs.
What topics are discussed in the main body?
The main body covers organisational theory, the non-profit sector, Vroom’s expectancy theory, and specific management findings regarding volunteer needs, job design, and communication.
Which keywords characterize the work?
Relevant keywords include volunteer motivation, hybrid organisations, expectancy theory, non-profit sector, and digital transformation.
Why is the Gutenberg Digital Hub classified as a "hybrid" organisation?
It is classified as hybrid because it originates from the third (non-profit) sector but incorporates characteristics and connections from both the public and private sectors.
What role does Vroom’s expectancy theory play in the analysis?
The theory serves as the primary psychological framework to explain the process of motivation (expectancy, instrumentality, valence) and to provide a logical basis for designing volunteer activities.
- Quote paper
- Fabian Hernandez (Author), 2019, Organization theory. Increasing volunteer motivation in third-sector organizations, Munich, GRIN Verlag, https://www.grin.com/document/899636
