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Creating volunteer-friendly organisations

Academic Literature

Blair, Sophia (2014) Case Study 5.1 ‘Making the Net Work: Key Lessons in Online Political Marketing’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Cogburn, Derrick L. and Fatima K. Espinoza-Vasquez (2011). ‘From networked nominee to networked nation: examining the impact of Web 2.0 and social media on political participation and civic engagement in the 2008 Obama campaign’. Journal of Political Marketing, 10(1/2): 189–213.

Germany, Julie (2013). ‘Advances in Campaign Technology’. In Dennis W. Johnson (ed.) Campaigning for President 2012: Strategy and Tactics. New York: Routledge, 81–91.

Lebel, Gregory G. (1999). ‘Managing volunteers: time has changed – or have they?’ In Bruce Newman (ed.), Handbook of Political Marketing. Thousand Oaks, CA: Sage.

Lees-Marshment, Jennifer, and Robin T. Pettitt. (2014). "Mobilising volunteer activists in political parties: the view from central office." Contemporary Politics no. 20 (2):246-260.

Lilleker, Darren G. and Nigel A. Jackson (2013). ‘Reaching inward not outward: marketing via the internet at the UK 2010 general election’. Journal of Political Marketing. 12(2–3): 244–61.

Pettitt, Robin T. (2014) Contemporary Party Politics, Basingstoke, Palgrave

Reeves, Peter (2013). ‘Local political marketing in the context of the Conservative Party’. Journal of Nonprofit & Public Sector Marketing, 25(2): 127–63.


Bernie Sanders Pumps up volunteers, November 2015

The Story of Us | Hillary Clinton Nov 5 2016 7 minutes shows some of the things behind the scenes of her presidential bid

Hundreds of volunteers make up Camp Cruz in Iowa, January 2016 (especially first 90 seconds)

Olivia – ‘I am a little feminist growing up to help all women with equal rights.’ 12-year-old Olivia joins the volunteer team at HQ, January 2016, the Hillary 2016 campaign


Bryant, Illana (2008). ‘An inside look at Obama’s grassroots marketing’. Adweek, 12 March.

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