Data collection – In-depth interviews
Semi-structured telephone interviews were conducted with TAI volunteers.
The interview guide was designed to explore:
- volunteers’ personal experiences and motivations
- perceived identity and core values of TAI
- symbolic and emotional representations of the organization
- insights relevant for future communication and fundraising strategies
The guide combined:
- experiential questions
- evaluative questions
- projective and metaphor-based techniques
- creative prompts aimed at generating communication ideas
Interview guide structure
The interview guide was organized into three main sections:
1. Volunteering experience
- entry into volunteering and motivational factors
- role and activities within TAI
- emotional experience of volunteering
- perceived impact on personal life
- strengths and critical aspects of the service
2. Image and values of TAI
- symbolic representations (images, metaphors, personifications)
- perceived core and peripheral values (target/bullseye exercise)
- differentiation from other helpline organizations
- key traits defining TAI’s identity
3. Insights for future communication
- key themes and messages for fundraising and volunteer recruitment
- visual and symbolic elements for communication materials
- evaluation of previous communication activities
- creative suggestions (e.g., slogans, flyer content)
Methodological notes
- Interviews were conducted via telephone in a semi-structured format to allow flexibility and depth of exploration.
- Projective and creative techniques were integrated to reduce rationalization effects and encourage symbolic and associative expression.
Note: the original interview guide was developed in Italian, as the study was conducted in an Italian context with Italian-speaking participants.
A full operational version is available upon request.