The question of motivation is also the question of the value or benefit of membership. This benefit can be divided into a material component (financial or economic advantage) and an immaterial component (social or socio-psychological benefits, knowledge, network, sense of purpose, and self-esteem).
Four types of motivation
In much research on member motivation, four types of motivation are identified. The first is calculative: what’s in it for me? The second is affective: do I feel connected to the collective’s goals and values? The third is normative motivation: I participate because it is expected of me; I want to belong. Finally, there is imperative motivation: I participate because there is no alternative available.
Relationship between purpose and motivation
Research into the relationship between the two components of “benefit” and the four types of motivation has led to the following general observations:
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To attract and retain members with a strong calculative motivation, it is advisable to focus strongly on material benefits.
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If membership mainly consists of affectively motivated members, it is important to emphasize the shared, idealistic purpose and the immaterial benefits. This does not exclude the importance of some material benefit.
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If a collective has many normatively motivated members, additional efforts are usually needed to encourage them to become actively involved.
Reference
- V. Lowndes, L. Pratchet & G. Stoker, 2001. Trends in Public Participation: Part 2 – Citizens' Perspectives (wiley.com)