This Master’s thesis deals with voluntary organizations and their position in the late modernity which is a concept inspired by Anthony Giddens. I have furthermore chosen to examine a case, more specifically the Danish Red Cross Youth (DRCY). The Master’s thesis has a main question to answer: “How can the Danish Red Cross Youth grow stronger as a voluntary organization in the late modernity?” Through an analysis of selected parameters of the organization and the volunteers connected to DRCY I seek the answer to this question and a small number of derived questions. First of all I examine the organization and relates this to the idea of late modernity. Secondly I analyze which strengths and weaknesses the organization has when it comes to attracting new and potential members and keeping the existing members. I find that the organization has a great ability to attract part of the target group and a great potential when it comes to attracting more members. But at the same time this is one of the organization’s weaknesses. The dynamics and spaciousness, which is two characteristics of the organization, causes a flow and turnover of members. The same conclusion is reached in the next part of the analysis where the DRCY’s ability to keep members attached to the organization is analyzed. There is a lack of strategic management in the organization, and though this is not harmful itself to the keeping of members and volunteers, there is a definite need for an actively involved management in determining the direction in which the organization should be moving. This is especially necessary because the organizational identity is fragmented and therefore needs to be “repaired” to motivate the members to keep their attachment to the organization. One way of materializing this is for the management to use strategic management and use so-called opinion leaders and social networks to diffuse the new strategies. This view is taken on both the attraction of new members and the keeping of existing members.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) KandidatSocialvidenskab, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||1 jan. 2005|