Communication for Sustained Volunteerism: The Case of Pawikan Conservation

Abstract

This study examined how volunteerism is sustained in a pawikan conservation initiative, with emphasis on the role of communication strategies and support systems. Guided by symbolic interactionism and development/environmental communication, it employed an embedded mixed-methods single-case design. Quantitative data were drawn from a short anonymous survey completed by all currently active volunteers in the organization (N = 30), while qualitative data came from one focus group discussion with six volunteers. The study investigated the communication strategies and support systems associated with sustained volunteerism, how volunteers interpret these practices and relate them to commitment and continued participation, how organizational values shape the framing and enactment of sustaining practices, and what challenges and opportunities affect continued involvement. Results show very high levels of sustained volunteerism and perceived communication support within the case organization. What mattered most was not the mere number of support practices volunteers experienced, but the perceived quality of support. Feedback and learning, recognition, mentoring, and coordination emerged as the strongest correlates of commitment, continuance, and role identity. Storytelling and values-in-action were also highly endorsed and helped anchor ecological purpose, pride, and a family-like sense of belonging, although storytelling did not significantly differentiate sustained volunteerism because it appeared to function as a shared baseline across respondents. The focus group further revealed that volunteerism is relationally produced through intergenerational recruitment, everyday mentoring, recognition rituals, and practical coordination, while its most persistent constraints are time, physical demands and safety concerns, and costs or logistics. The study concludes that communication sustains volunteerism when it helps volunteers feel guided, recognized, heard, and connected to impact, but communication alone is insufficient without realistic material support. It recommends strengthening structured mentoring, regular two-way feedback, fair and visible recognition, streamlined coordination, and volunteer welfare mechanisms, while deepening participatory voice in organizational communication.