Volunteering is defined as "any activity in which a person donates his time to assist another individual, a group, or a cause" (Wilson 2000, p. 215). These are those who volunteer their time and effort for the benefit of others in the community. The basic characteristic of volunteering is the lack of recompense for labour that produces output that would demand payment in other settings. A Citizenship study was conducted in 2008, and it was determined that 26% of individuals in England participated in formal volunteering at least once a month, while 36% participated in casual volunteering (Drever 2010, pp.5). Volunteers are involved in events is mostly done on site, but that does not make them less valuable. This paper is concerned with identifying the motivations that attract and retains volunteers. This is meant to help managers be able to provide the stimulation needed to attract these volunteers.
Research show that many events are increasingly depending on volunteers (Barron & Rihova 2011, pp. 2007). People volunteer for some reasons that are both for the benefit of the society and also for their benefit. The reasons include helping others, having free time to kill, being devoted to the cause one is volunteering to, having interests in the activity or work, the desire to learn and gain experience, knowing someone who is event organizing, to boost one’s self-esteem, the possibility of a new job, acquiring new skills as well as creating new contacts and network for the future. It is, therefore, important to understand the motive of the volunteers to guide in developing their retention strategies (Nassar & Talaat 2008, pp.139).
Several factors affect the ability of one to volunteer namely: age, sex, marital status, the level of education, employment status, religious affiliation, household income, religious attendance and religiosity of the said person (Lasby 2004). Volunteers tend to have different work experience that helps in the event be it legal or accounting advice, marketing or hospitality services that are needed for the success of an event. Volunteers need to be treated and handled in a specific way so as to be motivated, attracted and retained.
Focusing on volunteer motivations is a strategy that managers can use to attract volunteers. This can be done by for instance advertising the people that one could meet in the process of volunteering for the event. This attracts the people who volunteer for career advancement and are likely to create networks to help them with career advancement. It is important for event organizers to know the reasons behind people volunteering and support the goals of the volunteers by placing volunteers in paths and positions that enable them to achieve their aims.
Providing volunteers with enough training for the event at hand makes volunteers feel adequate. When volunteers feel incapacitated to offer services, they tend to quit, and thus the company may not be able to retain their volunteers. Volunteers tend to get burnt out quickly and frustrated if they are not able to accomplish the task and tackle the responsibilities given to them. Training volunteers also helps them to acquire new skills that are also a reason for some people to volunteer. These skills learned can also be used by the volunteers in other events in the company or elsewhere which is empowerment for the volunteers. Training volunteer also helps the company to be professional and shows the company is capable of doing its work well.
Volunteers need to have a sense of belonging as it helps them perform better. Volunteers can be made to feel included by introducing them to the other volunteers and staff of the event and company. Volunteers should also be allowed to contribute in the decision-making process. People have different opinions and listening to several opinions has an impact on the decision arrived, mostly a positive one. Some volunteers have experience in related fields or in a previous similar event that could help the event organizers solve a problem encountered. A volunteer might have faced these problems in a previous event.
Satisfaction of a volunteer is something that managers need to focus on during events. The event organizers should ensure that the volunteers are satisfied. This is because satisfaction contributes to retaining of the volunteers as well as the attraction of others. Volunteers encourage their friends and family to join them in volunteering at an event if they have received satisfaction from volunteering at an event organized by the same company before. Satisfaction is achieved when the volunteers achieve the goal that he had before offering to volunteer and also if he gains benefits that he did not even expect to get.
Volunteers should be allowed to offer their services during their free time. Their timetable should be made flexible so as to enable them to be more willing to participate. Events fail to attract volunteers when they require the volunteers to participate for a specified duration of time. For instance, an event might be going on for several days, and one might be available for a day or even available during the afternoon. They should be allowed to participate during their free time. Making volunteer timetable flexible attracts people to volunteer and is also a major factor in retaining volunteers in the company. Volunteers will be motivated to offer their time when they know they have time to cater to their needs and also do their work.
Communication is a key factor in retaining volunteers and ensuring their motivations are addressed. Communicate clearly on what is expected of the volunteer so as to attain the goals of the event and give them realistic goals. Communication allows volunteers to be included and provide their input in matters involved in the event. The volunteers should be allowed to be able to access the event organizers or have a volunteer supervisor to address any questions that they have related to the event. Communication also makes the volunteers as part of the event thus having a sense of belonging during the event. Event organizers should also check in with volunteers from time to time so as to help out in case the volunteers are in any trouble and also to ensure the smooth running of the event. Communication after the event also enables the organization to get the feedback on the volunteering experience and hence know what to maintain and what to correct for future events.
The events should be fun so as to attract volunteers. The event organizers can organize some fun activities that the volunteers can participate in during breaks. These fun activities can be advertised so as to attract volunteers. Volunteers can also be retained when they find volunteering fun for them. They may also recruit new volunteers as a result of their experience volunteering for the company. These fun activities should also include the managers and event organizers and hence makes the realization of the goals of the event possible since all work without play makes Jack a dull boy.
Focusing on the individual’s needs, values, contributions, and motivation play a significant role in motivating volunteers. This enables the volunteers to feel their needs taken care of, considered in decisions made, satisfied and proud of their experiences in volunteering. The first step in focusing on an individual is focusing on their needs, motivation, expertise, knowledge, skills and experience. The volunteers should be matched with roles that suit their preferences. One should then discuss the roles with them making changes where possible so that the volunteers are in the particular positions that they feel comfortable and that align with their preferences. Their needs may be considered by offering food to them and any rewards that may come with the event like certificates of participation, incentive gifts from companies supporting the event and throwing them a party. Managers should also look at the well-being of their volunteers by encouraging them to take breaks, drink enough water and also get enough sleep before the event for productivity.
Respecting volunteers encourages them to keep coming back thus retaining them. Volunteers are working out of the goodness of their hearts, and they deserve the utmost respect. As an event organizer, one should be willing to assist the volunteers where possible and not just give orders. Managers should be able to show volunteers that they are ready to help them where possible. When efforts of volunteers are not valued, there is a high chance that they may be less available and ditch the cause.
Showing appreciation to volunteers is a motivation for volunteers (Boldt 2003, pp. 8). People like to know they made an impact in an event, however, small it is. Praising the work done by volunteers and also thanking them for their contributions drives them to perform better and also to keep on coming back to volunteer. Appreciating volunteers also attracts other people to volunteer as they know their work will be appreciated and they will have an impact on the event. Volunteers who do it often may be given leadership roles as a means of appreciation. A public thank you and personal praise is also a possible way of appreciating volunteers. The event experience is enhanced when the volunteers transfer the positive vibe (obtained from being shown how valued their work is) to the event participants.
In conclusion, volunteers are an important aspect to the success of events. Event organizers rely on the experience, skills, and knowledge of volunteers to run events. Volunteer involvement in events is significant and thus creates social, economic and cultural benefits. Understanding motivation and satisfaction of volunteering helps event organizers in recruitment, selection, reward and retention of volunteers which is of benefit to the organization, event, and volunteer. It is important to keep volunteering at your event enjoyable as volunteering is a recreational and leisure activity for many volunteers. Most people volunteer so as to get the benefits to volunteering not purely as a way of helping thus it is important for event organizers to consider this as they structure their volunteer programs.
References
Barron, P & Rihova, I 2011, ‘Motivation to volunteer: A case study of the Edinburgh International Magic Festival’, International Journal of Event and Festival Management, Vol. 2, no. 3, pp. 202-217.
Boldt, W 2003, ‘Best Practices and Recruiting and Retention Resource Guide for Healthcare Volunteers’, View from the Summit Report, Chicago, Illinois.
Drever, E 2010, 2008-09 Citizenship Survey: volunteering and charitable giving topic report. Department for Community and Local Government, Crown Copyright, London.
Nassar, N & Talaat, N 2009, ‘Motivations of Young Volunteers in Special Events’, Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 4, no. 1, pp. 135-152.
Wilson, J 2000, ‘Volunteering’, Annual Review of Sociology, Vol. 26, pp. 215-240.
