Applying Zaichowsky’s involvement scales to the nonprofit organisation-volunteer relationship: Testing the mediating effect of involvement on cultivation strategies and relationship quality

Stakeholder involvement has played a significant role in the evolution of public relations from a strategic communication function to one of relationship management. Despite encouragement to explore the impact involvement has on the organisation-public relationship, few scholars have examined this construct. This study measures involvement in the non-profit organisation-volunteer relationship by using Zaichkowsky’s (1985) personal involvement inventory and examines its impact on relationship quality. New cultivation strategies, nurturance and instrumental aid, are identified. Results suggest that involvement plays a role in mediating the impact of cultivation strategies on the quality volunteers perceive in the non-profit organisation relationship.