Professional paper
Library marketing strategies in the sphere of engaging volunteers
Antal Balog
orcid.org/0000-0002-5202-2821
; Veleučilište s pravom javnosti Baltazar Adam Krčelić, Zaprešić, Hrvatska
Abstract
Through the methods of social marketing libraries promote their own social values, and thus enhance the total social capital of a particular country, too. At the times of continuous economic recession library administration can decide to engage volunteers as an addition to the existing human resources. Volunteer engagement, as a relatively new form of outsourcing, enables libraries to grow faster and to develop new forms of human resources, despite a relative stagnation or even decrease in their budgets. Through the combination of social and non-profit marketing strategies libraries have the opportunity to spark the interest, and later even engage potential volunteers, offering them both professional and personal development, as well as acquiring new knowledge, skills and competences. Carefully selected methods and techniques of social marketing determine the choice of volunteers’ profiles and targeted segments of volunteer market, depending on whether a library needs help in everyday library activities, special projects, or for some other complementary or related library activities.
Keywords
social marketing; libraries; volunteers; outsourcing
Hrčak ID:
142313
URI
Publication date:
24.5.2015.
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