Film festivals are often synonymous with the glamour of the silver screen, enthusiastic audiences, and the presence of renowned filmmakers from around the world.
Behind their success, however, lies the vital role of volunteers who work with sincere dedication: handling technical operations, assisting audiences, and ensuring the smooth flow of events.
Their role should not be underestimated, as without them, cultural festivals of this kind would not run optimally.
Nevertheless, maintaining sustained volunteer participation remains a challenge, especially in the context of temporary events. Many volunteers only participate once and do not return the following year.
This poses a serious challenge for organizers who must design strategies that foster emotional attachment and encourage volunteers to continue contributing.
This issue is the focus of a study conducted by Rokhima Rostiani and Professor Nurul Indarti from the Faculty of Economics and Business at Universitas Gadjah Mada (FEB UGM).
In their scientific publication titled “The human touch: investigating the importance of anthropomorphism in retaining episodic volunteers,” published in the International Journal of Event and Festival Management in late December 2024, they explored the emotional connection of volunteers in the context of the Jogja NETPAC Asian Film Festival (JAFF), one of Indonesia’s most prestigious film festivals.
Their findings show that volunteers are more likely to return if they perceive the festival as human-like, possessing qualities such as honesty, empathy, and integrity.
In behavioral science, this phenomenon is known as anthropomorphism, the tendency to attribute human characteristics to non-human objects or institutions. This is particularly relevant in temporary events, where limited time involvement does not always allow natural social bonds to develop.
“When volunteers see the festival as an honest, empathetic, and trustworthy entity, they feel psychologically closer to it. This closeness triggers a sense of belonging and a desire to stay involved,” said Rostiani.
The study also found that the intention to continue volunteering is more strongly influenced by emotional identification than by the technical contributions made during the event.
This emotional identification includes pride in being part of the festival, feeling aligned with its atmosphere and work culture, and a belief that their involvement has personal meaning beyond completing assigned tasks.
The stronger the sense of being “in sync” with the festival’s identity and vision, the greater the commitment to supporting and contributing despite the temporary nature of the event.
In this context, volunteers no longer see themselves as outsiders helping from afar but as an inseparable part of the festival itself.
“When volunteers feel their personal values align with the festival’s identity, they are more willing to return. In this case, pride and comfort play a big role,” Rostiani added.
The practical implications of these findings suggest that festivals need to build an organizational image and culture that consistently and authentically reflects human values to sustain volunteer engagement.
Values such as honesty, idealism, empathy, and social concern should be communicated verbally and reflected in actions, everyday interactions, and strategic decisions made by the festival organizers.
“External communications such as social media campaigns, publications, and messages during the opening and closing ceremonies are important channels for embedding this image,” Rostiani explained.
Equally important, these values must be internalized in the organization’s daily practices through collaborative work patterns, how new volunteers are welcomed, and how appreciation is shown.
Festivals can craft powerful symbolic narratives using emotionally resonant visuals such as mascots, logos, or other visual elements that embody certain values.
The presence of a character-driven mascot or symbol helps establish psychological closeness between volunteers and the festival, transforming it from a once-a-year event into an entity with a “soul,” personality, and a commitment to values they believe in.
This research provides valuable insight for festival organizers and other non-profit organizations. Retaining volunteers requires more than efficient work systems; it calls for meaningful and lasting relationships.
Human-value-driven and emotionally relational approaches have proven effective in building strong psychological bonds between volunteers and organizations.
Through this study, FEB UGM reinforces its role as an institution that excels in management science and contributes meaningfully to strengthening the practices of social and cultural organizations in society.
Rostiani hopes this research can serve as a foundation for designing more inclusive, long-term, and human-centered volunteer management strategies.
“Volunteers can come from anywhere, but what makes them stay is feeling valued, needed, and emotionally connected to the organization. And that feeling can only grow when the organization is able to show its human side,” Rostiani concluded.
Author: Triya Andriyani
Illustration: Freepik