Congruence Matters: Volunteer Motivation, Value Internalization, and Retention

Abstract

Volunteer research suggests that both altruistic and non-altruistic motivations may improve retention. We challenge the assumption that this is true for all volunteer work. Drawing on congruity theory of attitude change, we argue that volunteer motivation may lead to high (or low) retention when the volunteer experience is perceived as congruent (or incongruent) with their motivation. Specifically, altruistic motivation can lead to a low retention during a non-altruistic event, while non-altruistic motivation can increase the retention. Using data from a mega sports event, our findings demonstrate a negative effect of altruistic motivation on retention in a non-altruistic event. We discuss implications of the role of motivation-experience congruence in volunteer retention.