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Motivations of Sport Volunteers in EnglandMotivationsof Sport Volunteersin EnglandA review for Sport EnglandDr. Geoff Nichols, Caroline Knight,Helen Mirfin-Boukouris & Cumali UriUniversity of SheffieldDr. Eddy HoggUniversity of KentRyan StorrVictoria University, AustraliaJanuary 2016
Motivations of Sport Volunteers in Englandii
Motivations of Sport Volunteers in EnglandSummaryThis review is the first to combine the findings of commercial reports and academicresearch into the motivations of sports volunteers with general theory understanding volunteers and volunteering. This provides a broader understanding ofvolunteering in sport. It provides a useful resource for anyone in the planning,management and delivery of sports volunteering and a stepping stone for furtherresearch.Volunteering and sports participation are both extremely popular activities forEnglish adults. Volunteering in support of sports teams, clubs and other organisations is one of the most commonly undertaken types of volunteering in England.Within ‘sports volunteering’ exists an extremely wide range of roles — coach,captain, secretary, chairman, treasurer, administrator, fundraiser, washing thekit, transporting children, and a range of other more niche and sport-specificactivities.Volunteering is best understood as a process through which volunteers move,not necessarily in a linear or a constant way, over the course of their lives. Thisvariation over time can be understood as a consequence of particular values,circumstances and experience. Similarly, people move through different typesof sports participation in response to personal circumstances and experience.The processes of moving though volunteering in sport and participating in sportrun in parallel because the two are usually connected. The sport volunteeringroles identified above — which involve different demands of time and skills — aremotivated by different factors at different stages of people’s lives. Sports volunteering and participation can be understood as a consequence of different formsof social capital.Thus promoting volunteering is best understand as facilitating a developmental progression through roles, rather than as targeting market segments withparticular potential.Theory helps us understand changes in the nature of volunteering over people’slives. A distinction between unpaid work, activism and serious leisure as differentforms of volunteering can be applied to the different roles that people take withinsports. For young people with professional aspirations, either within sport or morebroadly, volunteering as unpaid work enables them to develop skills and demonstrate competence which will be of economic value to them. For slightly oldervolunteers, volunteering offers the opportunity to support the sport they love andto give back to their team or club or to support their children’s interests — a form ofmutual aid or ‘activism’. For older volunteers, who may have stopped participatingin the sport ‘on the field’ but want to stay involved, taking on new roles offers theopportunity to explore new opportunities and learn new skills — a form of ‘seriousleisure’. Each of these different roles has different rewards and motivations.iii
Motivations of Sport Volunteers in EnglandThis review of literature on sports volunteering applies these insights. The review, alongwith consultation with key individuals across the world, identified the following themes whichstructure this report: Descriptive statistics on volunteers, including who volunteers in sport, what they do andhow the nature of sports volunteering changes between roles. Motivations of volunteers at club level, which considers a range of literature on sportsvolunteer motivations and looks to develop a typology of sports volunteers.Motivations of Sport Volunteers in England Volunteers at mega-events, exploring how volunteering at events such as Olympic andCommonwealth Games differs from other forms of sports volunteering and may be relatedto it. Volunteers at regional events, which in many ways closely resembles club level volunteering as it is more linked to passion for the sport than is mega-event volunteering. Coaches as volunteers, and in particular the transition from player to volunteer coach andthe role of parents as coaches. Volunteers in education and youth organisations, although we found no literature on sportsvolunteers in education, and the literature on youth organisations did not separate sportfrom the other activities they provide as a medium for developing young people. Young people and students as sports volunteers, with the literature partially contradictingthe prevailing view that young people volunteer for instrumental, careerist reasons. Thesemotives are significant, but so are friends and a passion for sport. Older people as sports volunteers, who are often the core of sports clubs or organisations,fulfilling roles that require significant time commitments and a range of skills. Volunteers’ effect on the experience of sports’ participants and promoting motivation, whichincludes the positive impact of enthusiasm, and a passion for the sport and expertise; anda negative impact from the inherent nature of volunteer organisations to attract similarpeople. The impact of volunteers extends to amateur coaching, which can provide cheapinstruction, or a negative experience. Explanations of volunteers moving between roles, particularly over their lives as circumstances change and also in response to changes within clubs and sports.To develop these themes an initial literature search found 131 relevant items of research:abstracts of these are collected in Appendix 1 (see Contents list pp. vi–xii).Fifty nine of the initial items were selected for review in depth.Of those in-depth reviews, 14 reviews supporting Results section 4.1 (the roles of sportsvolunteers) and section 4.2 (motivations of sports clubs volunteers) are included in Appendix2 (see Contents list p. xii).Following analysis presented in the Results section, we make suggestions for future researchinto sports volunteers, in particular highlighting the need for work on how roles change overtime and how this affects volunteers, sports and participants.iv
Motivations of Sport Volunteers in EnglandContentsSummary . . . . . iiiIntroduction . . . . 11. The role of volunteers in sport and their importance to Sport England’spromotion of participation . . 1Table 1.1Formal volunteering in sport in England, 2002 . . . . . . . . . 12. Volunteering in England . . 32.1 Understanding volunteering in relation to leisure and sport . . . . . . . . . . . . . . . 3Figure 2.1 A three-perspective model of volunteering . . . . . . . . . . 32.2 Numbers and trends in volunteering . . . . . . . . . . . . . . . . . . . . . . . . . 5Figure 2.2 Formal volunteering and sport volunteering by region . . . . . . . 82.3 Overview of motivations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Figure 2.3 Four groups of volunteer impulses (Hardill, Baines & Perry, 2007) . . 92.4 Researching motivations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112.5 Changes in volunteering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142.6 Summary of influences on volunteering . . . . . . . . . . . . . . . . . . . . . . .193. Methods le 3.1Sources selected for detailed review. . . . . . . . . . . . 214. Results 4.1 The roles of sports volunteers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Table 4.1The percentage of sports volunteers involved in different roles,and their average time commitment per week, according toeach of the 10 studies which provided this information. . . . . 234.2 Motivations of sports club volunteers . . . . . . . . . . . . . . . . . . . . . . . . . 25Table 4.2The motivations of sports volunteers according to each of the12 studies which provided this information. . . . . . . . . 274.3 Motivations of mega-event volunteers . . . . . . . . . . . . . . . . . . . . . . . . 31Table 4.3a Ranking of volunteer motivations — Vancouver 2010 andLondon 2012 . . . . . . . . . . . . . . . . . . . 32Table 4.3b Motivations of 2002 Commonwealth Games volunteers. . . . . . 33Table 4.3c Groupings of 2012 Olympic volunteer motivations . . . . . . . 34Table 4.3d Motivations for becoming sports volunteers, of volunteersat the 2002 Commonwealth Games who had previouslyvolunteered in sport . . . . . . . . . . . . . . . . 364.4 Motivations of regional event volunteers . . . . . . . . . . . . . . . . . . . . . . . 404.5 Motivations of coaches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .434.6 Motivations of volunteers in education and youth organisations . . . . . . . . . . . .444.7 Motivations of young people and students as sports volunteers . . . . . . . . . . . . 47Table 4.7Changes in motives over 9 month’s experience of the Millenniumvolunteers programme. . . . . . . . . . . . . . . . 494.8 Motivations of older volunteers . . . . . . . . . . . . . . . . . . . . . . . . . . .504.9 Volunteers’ effect on the sporting experience of participants, and promotingmotivation of volunteers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52Figure 4.9 Members’ views of the sport club’s purpose (Nichols, 2014) . . . . 545. Conclusions. Clustering volunteers and explaining sports volunteering . . . . . . . 56Figure 5.1 Theoretical model of ‘sporting capital’. . . . . . . . . . . . 596. Suggestions for further research . . . . . . . . . 60
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sports. For young people with professional aspirations, either within sport or more broadly, volunteering as unpaid work enables them to develop skills and dem-onstrate competence which will be of economic value to them. For slightly older volunteers, volunteering offer
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