This study attempts to develop a new approach to theories of organizational communication, which would apply to members of voluntary associations who are recruited largely through the use of mass media. A questionnaire was mailed to 355 members of Common Cause, an organization dedicated to "giving the people back their voice [in government]." Differences between Common Cause and traditional voluntary organizations suggested three major research areas: differences in communication methods, differences between members who offer to support the organization in ways beyond the payment of annual dues and those who do not, and members' responses to the major issues and appeals presented by the organization. Analyses of results indicated that Common Cause attracts two kinds of members. Individuals of one type had not discussed the organization, knew few other members, and belonged to a number of other organizations. Those of the other type had discussed Common Cause, knew other members, belonged to only one or two other organizations, and seemed willing to work for the organization in a volunteer capacity. In short, Common Cause was composed of both minimally committed multiple joiners and potential activists. (Author/KS)