An exploration of the impact of Effective Volunteer Management in relation to the recruitment and retention of volunteers

Abstract

The aim of the following study was to explore the impact of effective volunteer management on the recruitment and retention of volunteers within sport. Current literature recognises the value of volunteers in sport (Adams and Dean, 2009; Cuskelly, Hoye and Auld, 2006; Hylton and Braham, 2008; Hylton, 2013; Kim, Chelladurai and Trail, 2007; Robinson et.al., 2012; Sport England, 2013), and how pressure to professionalise would result in a greater reliance on the voluntary workforce (Sport England, 2002; Houlihan and White, 2002; King, 2009; Trimble et.al., 2010; Wolsey et.al., 2012; Morgan, 2013). Effective volunteer management could be used to ensure the sustainability of this workforce by ensuring recruitment is efficient and retention is effective across sporting organisations. A qualitative research study was devised and, following a pilot, semi structured interviews were conducted with five participants who worked as providers of voluntary opportunities or as volunteer managers within local authorities and Governing Bodies of Sport. Analysis of the interviews found five key themes, the value of volunteers, the commitment of volunteers, the professionalisation of the sector, the recruitment and retention of volunteers and the use of effective volunteer management. Interviewees recognised the value of volunteers in their work, understood the potential impacts of professionalisation and suggested that volunteers who felt unsupported, unappreciated and overworked were likely to become unmotivated and quit. Ultimately, the research suggested that providers who utilise Effective Volunteer Management were more likely to recruit and retain a highly committed and reliable work force; this was needed in order to sustain sporting opportunities within a professionalised sector. The implication of such results for development officers could demonstrate that the use of Effective Volunteer Management is worth investment and deployment within sporting organisations. Further research could focus on the use of it in order to create a sustainable and committed voluntary workforce.