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For example, the Atlanta Olympics required 40,000 volunteers (Emmons, 996). The Sydney Organizing Committee for the Olympic Games (SOCOG) estimates it will require 50,000 volunteers for the 2000 Olympics and Paralympics (SOCOG 997). 996 2000 B.Christine Green and Laurence Chalip,Sport Volunteers :Research Agenda and Application,Sport Marketing Quarterly Volume 7 Number 2 998 pp.4-23 65
2 B.Christine Green Laurence Chalip In essence, retention requires building a relationship with the volunteer, monitoring the benefits volunteers seek, and continually marketing those benefits back to volunteers (Hobson, Rominger, Malec, Hobson,&Evans, Volunteer-friendliness of nonprofit agencies : Definition, conceptual model, and applications. Journal of Nonprofit and Public Sector Marketing,44(4),996 pp.27-4). 2As the volunteer works for the organization, the benefits he or she seeks may change. This is consistent with the diffusion of innovations framework. On the one hand, there may be some satiation of initial benefits after they have been experienced for some time (cf. McCurley Recruiting and retaining volunteers The Jossey-Bass handbook of nonprofit leadership and managementr.d.herman [Ed.], San Francisco: Jssey-Bass pp.5-534). On the other hand, the experience of volunteering may elevate the importance of unforeseen benefits. B.Christine Green and Laurence Chalip,Sport Volunteers :Research Agenda and Application, Sport Marketing Quarterly Volume 7 Number 2 998 pp.4-23p.9 2 p.20 66
One-to-one Marketing One-to-one Marketing (learning relationship) BART 67
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B.Christine Green and Laurence Chalip Sport Volunteers :Research Agenda and ApplicationSport Marketing QuarterlyVolume 7 Number 2 998 G.Bateson 986987 994 NHK 994 995 999 985 973 986 TBS 978 996 968 992 989 98 Gerald W. Scully (989),THE BUISINESS OF MAJOR LEAGUE BASEBALL, The University of Chicago Press H. F. Moorhouse (997),THE RECENT HISTORY AND FUNCTIONING OF MECHANIZMS TO REDISTRIBUTE INCOME BETWEEN CLUBS IN ENGLISH PROFESSIONAL FOOTBALL 74