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This article asserts that social marketing may be effective in programs that are concerned with volunteering. A short review of the central elements of the social marketing approach and discussion of their application in the area of volunteering is followed by a description of a program based on this approach for recruiting volunteers. The results of the program, which was implemented in Israel, support the development of additional programs for marketing volunteering. The article discusses the main contributions of the social marketing approach in this area, related dilemmas, and the administrative measures necessary for designing a marketing approach specifically for volunteer recruitment.

ABSTRACTThe issue of new immigrants' participation in policymaking and planning processes at the local level has not been adequately addressed. On the basis of qualitative research, the article examines a variety of different characteristics of immigrant participation in policymaking and planning in Israel. In particular, the research investigates aspects of participation, such as level of influence and typical tactics, of immigrant leaders from the Commonwealth of Independent States (specifically, Russia, the Ukraine, and Belarus) and Ethiopia. In addition, a comparison with veteran leaders in the same city examines whether the characteristics of the immigrants' participation express (a) adjustment to the character of the existing participation in their new city, (b) reliance on the character of participation common in their countries of origin, or (c) participation focusing on the immigrants' position within the power structure of the city. The findings show that the third pattern is prevalent. The article suggests reasons for the emergence of immigrants' participation characteristics, the advantages and limitations of this kind of participation, and means for dealing with the limitations.

Research studies on Corporate Social Responsibility (CRS) often focus on revealing corporate leaders' attitudes toward various issues of CSR. The position of the present paper is that to understand CSR, we must grasp the collaborative perspective of CSR, and discern the attitudes of community leaders as well as corporate leaders. To this end, the study compares attitudes of community leaders with those of corporate leaders in three localities in Israel. The study examines various issues of CSR, highlighting the benefits to both community and corporation of reciprocal relations. Results from t‐tests confirmed significant differences between the groups. Some important implications for CSR particularly in terms of collaboration between community and corporation are discussed.