Commentary on current issue: A letter to the David Suzuki foundation

Marc Leone

York University – Schulich School of Business

MGMT 3200: Management Issues in Non-profit Sector

Axelle Janczur

October 21, 2021

To: Jode Roberts, Senior Strategist & Manager

From: Marc Leone

Subject: Applying the concept of role commitment as an approach to volunteering strategy

*Based on real challenges facing the organization based on past calls with Jode as a client of

Catalyst Consulting.

It is critical to understand the significant role that volunteers play in a non-profit

organization like the David Suzuki Foundation, one where community is integral to the purpose

of the foundation. Volunteers are a critical stakeholder group, and the growth of the

foundation depends on the commitment of these individuals. Reducing volunteer attrition is

more critical now than ever before as we prepare for an adjustment to pre-covid life. Behnam

Behnia’s recent paper on role commitment and role maintenance strategies provides valuable

strategies to be implemented as we move into the near future and strive for growth in

programs like the butterfly way project (David Suzuki, 2021). Understanding volunteer

commitment is of utmost importance because of its impact on stakeholder management and

the strategic planning of the foundation.

The article highlights that the attrition rate of volunteers is a consistent challenge for

organizations and is often more difficult than the recruitment of volunteers. The defining factor

for why one may maintain commitment to an organization as a volunteer is dependent on

values such as giving back, meeting people, learning new skills, and seeking better job

opportunities (cite BEHNIA). With regards to the David Suzuki Foundation, it is important to
ensure that these values are being met for all stakeholders to maintain commitment to the

foundation. Beyond these individualist fulfilments it has been observed that volunteers

maintain commitment when they are connected to their peer volunteers and are satisfied with

the conditions of the organization (cite Behnia). This aspect of commitment is equally

important, going forward rebuilding and maintaining the progress made in initiatives like the

butterfly way project are dependent on maintaining volunteer engagement. However, Behnia,

highlights the three following factors that contribute to commitment from volunteers: the

interactional aspect of their work, the role of interpretation in volunteer work and the presence

of situations where volunteers stay committed despite dissatisfaction (Behnia, 2021). Within

these three factors lie insights on how to prevent attrition, increase enrolment and

commitment of volunteers.

The key implications of this research for the David Suzuki Foundation are to ensure that

all programs from here on in are developed and managed with volunteer commitment as a top

priority. It is critical to the mission of the foundation to gain greater community outreach in all

types of geographies, this growth stems from committed volunteers. By understanding the

unique aspects of role commitment outlined by Behnia the foundation can better orient itself

when dealing with existing relationships while also building new ones.

The suggested course of action is to address Behnia’s three factors of commitment.

Firstly, regarding the interactional aspect of commitment it is important that the role is

understood by the volunteer and that they perceive themselves as the right person for the role.
More simply put, making expectations clear and seeking passionate individuals who believe

they can exceed those expectations is the first step towards increased commitment. When

addressing the second factor of how the volunteer interprets their work, the organization can

help frame the volunteer’s perspective by organizing community events where volunteers

interact with those they serve. This factor has a very practical solution given the nature of the

Foundation, being an environmentally focused foundation, it is easy to define and

conceptualize the “client” for the volunteer. The goal is to serve the betterment of the

environment. By hosting events for volunteers to connect with nature and the community

around them, the foundation will inherently increase commitment as this will clearly define

volunteer expectations. Lastly, when addressing commitment despite dissatisfaction it is

important to understand the source of the dissatisfaction and prevent further deterioration.

This can be done by changing their mindset. This type of dissatisfaction can be with the

foundation at large due the pandemic, volunteers and members may feel forgotten since many

in person events have been postponed or heavily restricted. Moving forward it is important to

emphasize the foundations commitment to growth and their stakeholders to keep volunteers

engaged.

As we near the light at the end of the tunnel and return to normal it is important to

recognize organizational past shortcomings with regards to stakeholder and volunteer

management. By utilizing Behnia’s approach to volunteer commitment, the David Suzuki

Foundation can continue to have a positive impact in communities across Canada.

 References

Behnia, B. (2021, June 16). Role commitment and role maintenance strategies: A symbolic
interactionist approach to volunteering. Canadian Journal of Nonprofit and Social
Economy Research. Retrieved October 21, 2021, from
https://anserj.ca/index.php/cjnser/article/view/370.

The butterflyway project. David Suzuki Foundation. (2021, October 7). Retrieved October 21,
2021, from https://davidsuzuki.org/take-action/act-locally/butterflyway/.