FROM CLICKS TO COMMITMENT: LEVERAGING DIGITAL TECHNOLOGIES TO ATTRACT AND RETAIN VOLUNTEERS FOR SUSTAINABLE COMMUNITIES
Keywords:
Digital Volunteering, Volunteer Retention, Sustainable Community, Self-determination Theory, Long-lasting Volunteer Engagement
Abstract
Volunteers play a vital role in building sustainable communities by supporting social services, environmental projects, and crisis response. However, since the pandemic many countries have seen a decline in volunteering, even though the number of vulnerable groups in need of support is increasing. This paper explores how digital technologies can help both to attract new volunteers and to retain them over time, ensuring their continued contribution to community development. Drawing on recent policy reports and academic studies (2015–2025), we review how digital tools are being used across the volunteer journey, from recruitment and onboarding to engagement, retention, and leadership. We introduce a Volunteer Retention Model, based on Self-Determination Theory (SDT), which shows how technology can support volunteers by meeting their needs for autonomy, competence, and relatedness. While digital tools make volunteering more accessible and flexible, challenges such as digital divides, fragmented platforms, and narrow measures of success limit their long-term impact. The paper highlights practical strategies and under-researched areas, including hybrid volunteering models, inclusive design, and ethical use of AI, offering guidance for organisations to build more resilient and sustainable communities through long-lasting volunteer engagement.
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References
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Caridà, A., Colurcio, M., C Melia, M. (2022). Digital platform for social innovation: Insights from volunteering. Creativity and Innovation Management, 31(4), 755-771.
Chambré, S. M. (2020). Has volunteering changed in the United States? Trends, styles, and motivations in historical perspective. Social Service Review, S4(2), 373-421.
Chui, C. H. K., C Chan, C. H. (2019). The role of technology in reconfiguring volunteer management in nonprofits in Hong Kong: Benefits and discontents. Nonprofit Management and Leadership, 30(1), 89-111.
Deganis, I., Haghian, P. Z., Tagashira, M., C Alberti, A. (2021). Leveraging digital technologies for social inclusion. United Nations Department of Economic and Social Affairs, 1-6.
Faletehan, A. F., van Burg, E., Thompson, N. A., C Wempe, J. (2021). Called to volunteer and stay longer: The significance of work calling for volunteering motivation and retention. Voluntary Sector Review, 12(2), 235-255.
Haski-Leventhal, D., Paull, M., Young, S., MacCallum, J., Holmes, K., Omari, M., Scott, R., C Alony, I. (2020). The multidimensional benefits of university student volunteering: Psychological contract, expectations, and outcomes. Nonprofit and Voluntary Sector Ǫuarterly, 4S(1), 113-133.
Hopkins, B., C Dowell, D. (2022). Recruitment and retention in not-for-profit organisations: tailored strategies for younger and older volunteers. Employee Relations: The International Journal, 44(1), 259-273.
Iefimova, G., C Pashchenko, K. (2025). The Role of Social Media in Promoting Volunteer Initiatives and Shaping Communities. Problemy Ekonomiky(1), 350-356.
Kamerāde, D., Clark, A., Goodall, C., Parker, C., Vasilica, C., C Yuen, J. (2024). Bridging the digital divide: challenges and opportunities for disabled adults in volunteering.
Lachance, E. L. (2021). COVID-19 and its impact on volunteering: Moving towards virtual volunteering. Leisure Sciences, 43(1-2), 104-110.
McNutt, J., Guo, C., Goldkind, L., C An, S. (2018). Technology in nonprofit organizations and voluntary action. Voluntaristics Review, 3(1), 1-63.
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Nesbit, R., Paarlberg, L. E., C Jo, S. (2025). The Decline of Volunteering in the United States: Is it the Economy? Nonprofit and Voluntary Sector Ǫuarterly, 54(3), 583- 613.
Nursey-Bray, M., Masud-All-Kamal, M., Di Giacomo, M., C Millcock, S. (2022). Building community resilience through youth volunteering: towards a new model. Regional Studies, Regional Science, S(1), 242-263.
Perold, H., Haas, B., C Goodrow, T. (2020). Volunteering and the Digital World: Extending the Power of Volunteering through New Technologies. IAVE Context Paper.
Radianti, J., C Gjøsæter, T. (2019). Digital volunteers in disaster response: accessibility challenges. International Conference on Human-Computer Interaction,
Rigby, C. S., C Ryan, R. M. (2018). Self-determination theory in human resource development: New directions and practical considerations. Advances in developing human resources, 20(2), 133-147.
Robinson, J. A., Kocman, D., Speyer, O., C Gerasopoulos, E. (2021). Meeting volunteer expectations—a review of volunteer motivations in citizen science and best practices for their retention through implementation of functional features in CS tools. Journal of Environmental Planning and Management, c4(12), 2089-2113.
Urrea, G., C Yoo, E. (2023). The role of volunteer experience on performance on online volunteering platforms. Production and Operations Management, 32(2), 416-433. Warburton, J., Moore, M., C Oppenheimer, M. (2018). Challenges to the recruitment and retention of volunteers in traditional nonprofit organizations: a case study of
Australian meals on wheels. International Journal of Public Administration, 41(16), 1361-1373.
Yee, T. X., Wei, C. C., C Ojo, A. O. (2021). Green Volunteerism: A New Approach to Achieve the United Nations' Sustainable Development Goals. Tourism and Sustainable Development Review, 2(1), 19-31.
Zhu, R. (2022). The decline of formal volunteering in Australia (2001–2020): Insights from the HILDA survey. Volunteering Australia.
Ackermann, K., C Manatschal, A. (2018). Online volunteering as a means to overcome unequal participation? The profiles of online and offline volunteers compared. New media & society, 20(12), 4453-4472.
Adams, N., Little, T. D., C Ryan, R. M. (2017). Self-determination theory. In Development of self-determination through the life-course (pp. 47-54). Springer.
Anheier, H. K., Lang, M., C Toepler, S. (2019). Civil society in times of change: shrinking, changing and expanding spaces and the need for new regulatory approaches. Economics, 13(1), 20190008.
Cameron, A., Johnson, E. K., Lloyd, L., Willis, P., C Smith, R. (2022). The contribution of volunteers in social care services for older people. Voluntary Sector Review, 13(2), 260-277.
Caridà, A., Colurcio, M., C Melia, M. (2022). Digital platform for social innovation: Insights from volunteering. Creativity and Innovation Management, 31(4), 755-771.
Chambré, S. M. (2020). Has volunteering changed in the United States? Trends, styles, and motivations in historical perspective. Social Service Review, S4(2), 373-421.
Chui, C. H. K., C Chan, C. H. (2019). The role of technology in reconfiguring volunteer management in nonprofits in Hong Kong: Benefits and discontents. Nonprofit Management and Leadership, 30(1), 89-111.
Deganis, I., Haghian, P. Z., Tagashira, M., C Alberti, A. (2021). Leveraging digital technologies for social inclusion. United Nations Department of Economic and Social Affairs, 1-6.
Faletehan, A. F., van Burg, E., Thompson, N. A., C Wempe, J. (2021). Called to volunteer and stay longer: The significance of work calling for volunteering motivation and retention. Voluntary Sector Review, 12(2), 235-255.
Haski-Leventhal, D., Paull, M., Young, S., MacCallum, J., Holmes, K., Omari, M., Scott, R., C Alony, I. (2020). The multidimensional benefits of university student volunteering: Psychological contract, expectations, and outcomes. Nonprofit and Voluntary Sector Ǫuarterly, 4S(1), 113-133.
Hopkins, B., C Dowell, D. (2022). Recruitment and retention in not-for-profit organisations: tailored strategies for younger and older volunteers. Employee Relations: The International Journal, 44(1), 259-273.
Iefimova, G., C Pashchenko, K. (2025). The Role of Social Media in Promoting Volunteer Initiatives and Shaping Communities. Problemy Ekonomiky(1), 350-356.
Kamerāde, D., Clark, A., Goodall, C., Parker, C., Vasilica, C., C Yuen, J. (2024). Bridging the digital divide: challenges and opportunities for disabled adults in volunteering.
Lachance, E. L. (2021). COVID-19 and its impact on volunteering: Moving towards virtual volunteering. Leisure Sciences, 43(1-2), 104-110.
McNutt, J., Guo, C., Goldkind, L., C An, S. (2018). Technology in nonprofit organizations and voluntary action. Voluntaristics Review, 3(1), 1-63.
Nesbit, R., Christensen, R. K., C Brudney, J. L. (2018). The limits and possibilities of volunteering: A framework for explaining the scope of volunteer involvement in public and nonprofit organizations. Public Administration Review, 78(4), 502-513.
Nesbit, R., Paarlberg, L. E., C Jo, S. (2025). The Decline of Volunteering in the United States: Is it the Economy? Nonprofit and Voluntary Sector Ǫuarterly, 54(3), 583- 613.
Nursey-Bray, M., Masud-All-Kamal, M., Di Giacomo, M., C Millcock, S. (2022). Building community resilience through youth volunteering: towards a new model. Regional Studies, Regional Science, S(1), 242-263.
Perold, H., Haas, B., C Goodrow, T. (2020). Volunteering and the Digital World: Extending the Power of Volunteering through New Technologies. IAVE Context Paper.
Radianti, J., C Gjøsæter, T. (2019). Digital volunteers in disaster response: accessibility challenges. International Conference on Human-Computer Interaction,
Rigby, C. S., C Ryan, R. M. (2018). Self-determination theory in human resource development: New directions and practical considerations. Advances in developing human resources, 20(2), 133-147.
Robinson, J. A., Kocman, D., Speyer, O., C Gerasopoulos, E. (2021). Meeting volunteer expectations—a review of volunteer motivations in citizen science and best practices for their retention through implementation of functional features in CS tools. Journal of Environmental Planning and Management, c4(12), 2089-2113.
Urrea, G., C Yoo, E. (2023). The role of volunteer experience on performance on online volunteering platforms. Production and Operations Management, 32(2), 416-433. Warburton, J., Moore, M., C Oppenheimer, M. (2018). Challenges to the recruitment and retention of volunteers in traditional nonprofit organizations: a case study of
Australian meals on wheels. International Journal of Public Administration, 41(16), 1361-1373.
Yee, T. X., Wei, C. C., C Ojo, A. O. (2021). Green Volunteerism: A New Approach to Achieve the United Nations' Sustainable Development Goals. Tourism and Sustainable Development Review, 2(1), 19-31.
Zhu, R. (2022). The decline of formal volunteering in Australia (2001–2020): Insights from the HILDA survey. Volunteering Australia.
Published
2025-11-06
How to Cite
MARIMUTHU, M., & DEWANTI, R. (2025). FROM CLICKS TO COMMITMENT: LEVERAGING DIGITAL TECHNOLOGIES TO ATTRACT AND RETAIN VOLUNTEERS FOR SUSTAINABLE COMMUNITIES. ICCD, 7(1), 1096-1100. https://doi.org/10.33068/iccd.v7i1.993
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