S3E5: Gloria Urrea - Get To Know Your Stakeholders and Be Transparent With Them

Season 3 | Episode 5
20m | May 10, 2023

Crowdfunding and volunteer mobilization are at the heart of how non-profits function on a day-to-day basis. But how does this work in an ever-growing remote workforce? And how can this ethos transfer to the business sector and for-profit organizations?

Joining us to answer some of these questions and more is Gloria Urrea, an Assistant Professor of Operations Management in the Strategy, Entrepreneurship, and Operations Management (SEO) Department at the Leeds School of Business. Gloria studies operations of humanitarian organizations (HOs), whose mission is to alleviate human suffering and improve the quality of life of the most vulnerable population. 

She joins host Amanda Kramer to discuss crowdfunding in emergency support situations, mobilizing donors without burning them out, weighing volunteer experience, and the power of transparency.

Leeds Business Insights Podcast is a production of Leeds School of Business and is produced by University FM.


Getting to know your volunteers is important

[00:10:02] When we think about volunteer management, we are thinking about people that are donating their time. It's also important to recognize their heterogeneity, how they are different, and how they may have different priorities, or how I can offer them different tasks depending on who they are.

The role of retention in volunteering 

[00:17:42] Retention is also important because charities want to avoid losing knowledge and experience. Moreover, research has already shown that when volunteers gain experience with a platform, they are more willing to take over maybe monotonous tasks or other tasks that are needed to be done for the long-term sustainability of the platform.

The power of transparency

[00:08:54] There is also a lot of research showing that even revealing some sensitive information to an extent, like costs, also incentivize people, really makes customers feel more valued by the companies. And they appreciate that with more loyalty or purchasing more, one key takeaway for businesses in general and for people is the power of transparency.


​​Gloria Urrea Faculty Profile at Leeds School of Business

Gloria Urrea - Google Scholar

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