ASSIGNMENT 11-CASE ANALYSIS: MOTIVATION AT UNITED WAY

Executive Summary
United way is a charity organization raise funds, provide grants, and coordinate emergency relief
services. Due to financial difficulties motivation becomes even more challenging with monetary
incentives. To motivating employees United Way came across that training employees and
volunteers could be a key method of enriching employee lives. United Way decided to treat its
training programs like a brand and prepared a catalog identifying training opportunities for every
employee in the organization. Naturally United Way evident a boost internally as the
organization has experienced increased efficiencies and more teamwork with improved
communication.
Theoretical Background
Motivation is defined as the forces acting on or within a person that cause the person to behave
in a specific, goal-directed manner. (Kanfer, Wangerg and Kantrowitz 2001) Content theories
determines 'what' motivates us and to identify what our 'needs' are and relate motivation to the
fulfilling of these needs. Whereas the Process theories address why and how. (Daft, 2014)
In 1943 Maslow stated that people are motivated to achieve certain needs. When one need is
fulfilled a person seeks to fulfill the next one, and so on.” (McLeod, 2018). The basic premise of
the theory is that starting at the lowest level and one is motivated to satisfy each level in
ascending order as Self-actualization, Esteem, Belongingness and love, Safety and security and
Physiological needs

Physiological the most basic needs for humans to survive, such as air, water and food. In the
context of work the basic need is environmental conditions, e.g. heat, light, air and the base
salary.Safety needs refer to a person’s desire for security or protection. E.g. security; Financial
security; Health and well-being; etc. Fulfillment of the job would be safe work, fringe benefits
and job security. Humans need to belong and accepted among their social groups. In an
organizational context employees may full fill belongings need by work groups, clients, co-
workers and supervisors. Esteem is defined as being valued, respected and appreciated by others.
On the job fulfillment of Esteem need would be via recognition, high statues, and increased
responsibilities. Finally, Self-actualization reflects an individual’s desire to grow and develop to
his/her fullest potential.. In an organizational context employees may full fill above need by
seeking opportunities for training, advancement, growth and creativity. (Daft, 2014)

Questions
a) Which theory of motivation do you think is most applicable in describing the United
Way’s use of training?
According to the given case study United Way is highly relying on satisfying employee’s need.
“This is important because meeting the needs of the staff is vital for maintaining motivation.”
Hence a content theory should be applicable as it investigate on ‘what’ motivates the staff. (Daft,
2014)

With the evidences the most suitable Motivation Theory in describing the United Way’s use of
training is the Maslow’s needs hierarchy. It believes unsatisfied needs motivate. United Way’s
could initiating by paying staff above minimum wage, providing security through safe working
environment, Where the basic needs such as physiological and safety needs of employees and
volunteers met. Managers need to recognize level individuals are working at to motivate, e.g.
team working where it creates a strong sense of belonging and strong organizational citizenship.
The Self-Esteem would be full fill by Managers identifying and giving recognition for work done
by volunteers. This may develop their performances. At Self-actualization level one will be act
beyond themselves. Management could aid to challenging status quo.

Overall Maslow’s Hierarchy of needs is a great frame work to identify the needs of the
employees and volunteers at United Way’s use of training evident that volunteers’ basic needs,
security needs, belongingness needs, esteem need and Self-actualization needs full filling.

b) With a very limited budget, what other nonmonetary, incentives can you identify
to maintain employees’ commitment to the United Way?

Incentive defines as an inducement which rouses or stimulates one to action in a desired

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Financial rewards are the pay and benefits that workers receive in return for work, though others
might include praise from superiors and a sense of career progression. Non-financial rewards, in
employment, a reward to a worker other than extra pay. Due United Way’s limited budget it
should focuses on the Non-financial rewards or non-monetary incentives. They are; Praise for a
good work, Giving Challenging work and Recognition.

The ‘Praise for a good work’ where congratulate employee for work well done. And Recognition
is offering a letter of appreciation or a certificate of commendation, souvenirs or medals.
Furthermore ‘Giving Challenging work’ is where employees make to have the best performance
at work. Job design includes create both a challenging and interesting task for the employee and
is effective and efficient for getting the job done. (Daft, 2014) E.g. Job enrichment involves
adding motivating factors to job. It is adding more responsibility and freedom to do it.

In conclusion United Way could effortlessly adopt other non-financial reward methods such as
Praise for a good work, Giving Challenging work, Recognition and Job enrichment through job
design.
c) Thinking solely about United Way’s volunteers, how would you motivate them given
that they are unpaid, but still have a strong dedication to the work they do?

United Way would be able to look into the following methods; Pay for performance, Gain
sharing, Empowerment and Autonomy.

Pay for performance and Gain Sharing are rewarding scheme could be introduced. Where Gain
Sharing in people are paid when the team achieve the target and Pay for performance for
individually. (Daft, 2014)

Empowerment is where people given authority by sharing varying degrees of power with lower-
level employees to better serve the customer. Volunteers could make decisions to be more
effective role in their work. It leads to greater job satisfaction, motivation, productivity and
reduces the costs.. (Daft, 2014)

Autonomy is the degree to which a job provides an employee with the discretion and
independence to schedule their work and determine how it is to be done. Autonomy on the job

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shows increase job satisfaction and motivation to perform the job. Therefore the flexibility
makes volunteers won’t feel pressured.

To sum up in order to help volunteers to keep a strong dedication United Way may use following
methods; Pay for performance, Gain sharing, Empowerment and Autonomy.

Reference
Daft, L. R., 2014. New Era of Management. 11th ed. India: Cengage India.

Kanfer, R., Wangerg, C.R., and Kantriwitz, T. M., (2001) Job search and employment: A Personality-
motivational analysis and analytic review. Journal of Applied Psychology, 86, 837-855

McLeod, S., 2018. Maslow's Hierarchy of Needs. [Online]