Harvard Case - AIESEC in Lebanon: Volunteer Engagement Policies
"AIESEC in Lebanon: Volunteer Engagement Policies" Harvard business case study is written by Alain Daou, Haitham Khoury, Mohammad Jackwala. It deals with the challenges in the field of General Management. The case study is 10 page(s) long and it was first published on : Jan 13, 2020
At Fern Fort University, we recommend AIESEC in Lebanon implement a comprehensive strategy to enhance volunteer engagement, focusing on a three-pronged approach: 1) Building a strong volunteer experience, 2) Implementing robust communication and recognition systems, and 3) Fostering a dynamic and inclusive organizational culture. This strategy aims to address the challenges of declining volunteer retention and engagement, while leveraging AIESEC's core values of leadership development, international collaboration, and social impact.
2. Background
AIESEC in Lebanon, a non-profit organization dedicated to fostering global understanding and leadership development through international internships and volunteer programs, faces a critical challenge: declining volunteer engagement and retention. The case study highlights the organization's struggle to attract and retain volunteers, primarily due to a lack of clear communication, inadequate recognition, and limited opportunities for personal and professional growth. This situation threatens AIESEC's ability to achieve its mission and effectively deliver impactful programs for both volunteers and beneficiaries.
The main protagonists of the case study are the AIESEC Lebanon team, including the President, Vice-President of Human Resources, and the members of the Volunteer Management Committee. They are tasked with finding solutions to address the declining volunteer engagement and retention, ultimately ensuring the organization's sustainability and continued success.
3. Analysis of the Case Study
To analyze the situation, we can utilize a framework that considers both internal and external factors influencing volunteer engagement. This framework incorporates elements of SWOT analysis, Porter's Five Forces, and Organizational Behavior to gain a comprehensive understanding of the challenges and opportunities facing AIESEC in Lebanon.
Strengths:
- Strong brand recognition and reputation for international collaboration and leadership development.
- Experienced and passionate team dedicated to AIESEC's mission.
- Existing network of international partners and opportunities for global engagement.
Weaknesses:
- Lack of clear communication and feedback mechanisms for volunteers.
- Limited opportunities for professional development and skill-building within the organization.
- Inadequate recognition and appreciation for volunteer contributions.
- Bureaucratic processes and limited flexibility in volunteer assignments.
Opportunities:
- Growing demand for international experiences and intercultural skills.
- Increased focus on social impact and volunteerism within the Lebanese community.
- Potential for leveraging technology to enhance communication and engagement.
- Collaboration with local businesses and organizations to offer diverse volunteer opportunities.
Threats:
- Competition from other organizations offering similar programs and experiences.
- Economic and political instability in Lebanon impacting volunteer participation.
- Limited financial resources for supporting volunteer activities and initiatives.
- Difficulty attracting and retaining volunteers in a competitive job market.
Porter's Five Forces:
- Threat of new entrants: Low, as AIESEC has established brand recognition and international network.
- Bargaining power of buyers (volunteers): High, as volunteers have multiple options and can easily switch organizations.
- Bargaining power of suppliers (partners): Moderate, as AIESEC relies on partnerships for program delivery but can leverage its network for negotiation.
- Threat of substitute products: High, as alternative volunteer opportunities and leadership development programs exist.
- Rivalry among existing competitors: High, as AIESEC faces competition from both local and international organizations.
Organizational Behavior:
- Motivation: Volunteers are driven by a desire for personal growth, social impact, and international experiences.
- Job satisfaction: Lack of clear communication, recognition, and development opportunities can lead to dissatisfaction and decreased engagement.
- Teamwork: Building a collaborative and supportive environment is crucial for fostering volunteer engagement and retention.
- Leadership: Effective leadership is essential for setting clear expectations, providing guidance, and motivating volunteers.
4. Recommendations
AIESEC in Lebanon should implement the following recommendations to enhance volunteer engagement and retention:
1. Building a Strong Volunteer Experience:
- Develop a comprehensive volunteer onboarding program: This program should include clear expectations, training on AIESEC's mission and values, and an introduction to the organization's structure and processes.
- Offer diverse and impactful volunteer opportunities: Provide a range of projects and initiatives that align with volunteers' interests and skills, ensuring meaningful contributions to the organization and the community.
- Create a structured mentorship program: Pair new volunteers with experienced members to provide guidance, support, and opportunities for skill development.
- Implement a feedback mechanism: Regularly collect feedback from volunteers on their experiences, challenges, and suggestions for improvement.
2. Implementing Robust Communication and Recognition Systems:
- Establish clear communication channels: Utilize various platforms, including email, social media, and online forums, to disseminate information and engage volunteers.
- Develop a recognition program: Regularly acknowledge and celebrate volunteer contributions through awards, certificates, and public recognition.
- Create a dedicated volunteer portal: Provide a centralized platform for volunteers to access information, update their profiles, and connect with other members.
3. Fostering a Dynamic and Inclusive Organizational Culture:
- Promote a culture of collaboration and teamwork: Encourage volunteers to work together, share ideas, and support each other's efforts.
- Embrace diversity and inclusion: Create an environment that welcomes volunteers from all backgrounds and promotes equal opportunities for all.
- Foster leadership development: Provide training and opportunities for volunteers to develop their leadership skills and take on leadership roles within the organization.
- Organize social events and team-building activities: Create opportunities for volunteers to connect with each other outside of formal meetings and build stronger relationships.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of AIESEC's internal and external environment, considering:
- Core competencies and consistency with mission: The recommendations focus on enhancing volunteer engagement, which is directly aligned with AIESEC's mission of fostering global understanding and leadership development.
- External customers and internal clients: The recommendations address the needs of both volunteers and the organization, ensuring a positive experience for all stakeholders.
- Competitors: The recommendations aim to differentiate AIESEC from its competitors by offering a unique and engaging volunteer experience, fostering a strong organizational culture, and leveraging technology to enhance communication and engagement.
- Attractiveness: The recommendations are expected to increase volunteer engagement and retention, leading to a more sustainable and impactful organization.
Assumptions:
- AIESEC's leadership is committed to implementing these recommendations.
- Volunteers are motivated by personal growth, social impact, and international experiences.
- AIESEC has the resources and capacity to implement the proposed changes.
6. Conclusion
By implementing these recommendations, AIESEC in Lebanon can address the challenges of declining volunteer engagement and retention, creating a thriving and impactful organization. AIESEC can leverage its existing strengths, capitalize on opportunities, and mitigate threats by building a strong volunteer experience, implementing robust communication and recognition systems, and fostering a dynamic and inclusive organizational culture.
7. Discussion
Other alternatives not selected include:
- Outsourcing volunteer management: This option could alleviate some of the internal workload but may compromise control over the volunteer experience and organizational culture.
- Focusing solely on financial incentives: This approach may be short-sighted and could lead to a decline in volunteer motivation and commitment.
- Maintaining the status quo: This option would likely lead to further decline in volunteer engagement and ultimately threaten AIESEC's sustainability.
Risks and Key Assumptions:
- Implementation challenges: Implementing these recommendations requires commitment from leadership, adequate resources, and effective communication.
- Volunteer turnover: Despite efforts to enhance engagement, some volunteer turnover is inevitable.
- Economic and political instability: The current situation in Lebanon could impact volunteer participation and program delivery.
8. Next Steps
- Form a dedicated task force: Establish a team responsible for implementing the recommendations and monitoring progress.
- Develop a detailed implementation plan: Outline specific actions, timelines, and resources required for each recommendation.
- Communicate the changes to volunteers: Inform volunteers about the new initiatives and encourage their feedback and participation.
- Regularly evaluate progress: Track key performance indicators (KPIs) related to volunteer engagement, retention, and program impact.
- Continuously adapt and improve: Regularly review and adjust the strategy based on feedback, data analysis, and evolving needs.
By taking these steps, AIESEC in Lebanon can ensure a successful and sustainable future, fostering global understanding and leadership development through impactful volunteer programs.
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Case Description
On July 3, 2018, the president of AIESEC in Lebanon was pacing around the lobby of the conference venue before the morning plenary session. As one of the world's largest youth-run organizations, AIESEC developed the youth of the world by sending them on cross-cultural exchange programs. The Lebanon chapter of AIESEC was established in 2011 and grew steadily in its early stages, until it began struggling with commitment and motivation problems at the leadership level, which spilled over to its members. Members who were once attracted by the promise of personal and professional development were leaving the inactive organization, which was no longer contributing to their growth. Lack of motivation and volunteer turnover were also causing a shortage of leadership candidates in the organization's pipeline, which was having a serious impact on the long-term sustainability of AIESEC in Lebanon. From this conference session, the president of AIESEC in Lebanon hoped to address two main questions: How could member's commitment be improved at AIESEC in Lebanon? What processes could be put in place to track the volunteer management changes?
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