Frivilligbranding på sociale medier

Magnus Holt

Studenteropgave: Speciale


This master’s thesis investigates how a range of Danish volunteer organizations’ brand the concept of volunteering on social media in regards to attract and maintain volunteers. By examining the field of ‘volunteer branding’ from three theoretical perspectives—ngo branding, employer branding, and studies of volunteering in the welfare society—I explore what characterize the notion of ‘volunteer branding on social media’.
The study examines through quantitative and qualitative content analysis how the organizations present volunteering and appeal to current and potential volunteers on Facebook. In the quantitative content analysis, I include 158 Facebook posts from nine volunteer organizations in the social sector which are coded using Anne Vestergaard’s appeal dimensions derived from humanitarian advertising—incitement and enticement— and Michael Wulff’s three paradigms to view volunteering—as altruism, democratism, or hobbyism. In the qualitative analysis I contemplate the agency and the benefits offered by the organizations in volunteer branding using Maria Kyriakdou’s conceptualization of the viewer as a moral agent and Henrik Engelund and Brit Buchhave’s description of functional and emotional benefits. Anders La Cour’s conceptualization of voluntary care in the welfare society as a phenomenon of contradiction is basis of the analysis.
Based on the investigation I conclude that Danish volunteer branding on social media is dominated by appeals to an altruistic need of the viewer. Much less presented is the appeal for activist agency. At the same time, though, volunteer branding is a field characterized by multiplicity as the organizations’ volunteer branding approaches express themselves in widely different ways. Additionally, the study finds that the organizations have a narrow focus on the volunteers at the expense of the beneficiaries which could be problematized in regard to the organizations’ legitimacy.
Furthermore, the study finds that the organizations almost exclusively offer emotional benefits for their volunteers at the expense of functional benefits. However, the organizations lack mutual variety and almost without exceptions offer abstract benefits for their volunteers.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato3 sep. 2018
VejledereSine Nørholm Just


  • ngo-branding
  • employer branding
  • frivillighed
  • frivilligt arbejde
  • frivilligbranding
  • branding