1. A strategy for Volunteering through Sport and Physical Activity
17 September 2018

2. Setting the Scene Create a new strategy
17 September, 2018
Setting the Scene
Create a new strategy
More and more diverse volunteers
A dual benefit for volunteering
New attitude and approach to volunteering in sport
Understand and apply the insight around the volunteering experience
Updated Club Matters
create a new strategy for volunteering in sport and physical activity in England
More and more diverse volunteers
Ensure the wants and needs of the volunteer are understood and acted upon as well as the needs of the sports and activities they support
Encourage a new attitude and approach to volunteering in sport, enabling and encouraging flexible, informal opportunities.
Recognise, accommodate and facilitate the myriad of reasons why people volunteer in sport, understand what they want from their experience and how they want to volunteer including
digital information on volunteering opportunities
support for employee volunteering
a reward system for volunteers including ‘gold ticket’ opportunities
Support volunteers through an updated Club Matters resource to support volunteers working in sports clubs
There are 2 main KPIs attached to the volunteering strategy
KPI 8: The demographics of volunteers in sport to become more representative of society as a whole
KPI 7: Increase in the number of people volunteering in sport at least twice in the last year
A budget of £26m over 4 years

3. Understanding Volunteering
Who Volunteers?
The Volunteer Journey
Why do people volunteer- enablers
Why don’t people volunteer- barriers
The benefits of volunteering
What is a meaningful volunteering experience?

4. What change are we driving?
More representative of society
Increased number volunteering in sport
More diverse supply of volunteering opportunities
Better quality experience

5. What do we know

6. Key Facts 5.6 million volunteers in sport and physical activity
Most popular sector for volunteering
Volunteering in sport has remained relatively stable over time
75% of sport volunteers are in Sport Clubs
Most sport volunteers recruited from current/ex players or parents
Most people start volunteering in sport to be part of child’s participation or to help family/friends
Sport volunteers are sporty: majority also participate in sport (61% at least once a week, additional 12% at least once a month)
Average sports volunteer gives 12 hours p/m

7. Understanding the volunteer

8. How people volunteer: the journey
17 September, 2018
How people volunteer: the journey
Like participation, involvement in volunteering evolves over time in response to people’s life stage and what is happening in their wider environment
The different types are at different stages of the behaviour change journey when considering their volunteering habit

9. Who Volunteers? Certain audiences are under-represented
17 September, 2018
Who Volunteers?
Volunteering in sport (16+) has remained relatively stable since 2011, from 5.8M in 2011 to 5.6M in 2015 (-3%)
20m volunteers in general
5.6m in sport
Volunteering in sport has remained relatively stable over time.
Certain groups are under-represented in volunteering terms against their population in England: 55+, female, disability, NSSEC 5-8.
People who volunteer in sport are more likely to be male, younger and live in more affluent areas
Females, 55+, lower socio-economic groups and people with a disability are under-represented against their population
The biggest % decreases in sport volunteering between 2011 and 2015 have been amongst males (-7%), 55+ (-12%) and lower SEC groups (-9%)*
Volunteering trend is consistent with the trend in participation in sport for women, BME, lower SEC and disability segments
Increasing the number of young people volunteering and social action is a government priority / cross party support for iwill campaign and large scale investment in growth of ncs
Certain audiences are under-represented
There is high demand from certain audiences

10. Why do volunteers give their time?
17 September, 2018
Why do volunteers give their time?
Motivations for volunteering in sports (%)
Current sports
Potential sports
Current other
Potential other
Altruistic benefits
Cause-led
Reciprocity
Connection
Self-help
5 large motivational segments – they fall along a spectrum of altruism and personal focus
Cause led – values - I volunteer because I feel it is important to help others, I am genuinely concerned about the particular club / organisation I am volunteering for
Reciprocity - I volunteer because I believe that you receive what you put into the world, what goes around comes around
Connection - I volunteer because my friends or people I’m close to volunteer, Being appreciated by the club, a way for me to make new friends
Self help - I volunteer because volunteering makes me feel like a good person, whereby the individual volunteers out of a need to ‘heal’ and address their own past or current issues.
Self improvement - gaining experience and skills in the field, learn more about the world through their volunteering experience
Motivations for volunteering in sports differ from person to person
Sport volunteers volunteer in sport for a range of reasons. The most common motivations are ‘self-improvement’ (24%) and ‘Connection’ (22%) – although the majority (80%) do so for personal benefits
Potential sports volunteers are driven by a similar range of motivations to current sports volunteers, although ‘reciprocity’ is more of an influence. ‘Hands-on non-technical’ roles appeal most to the ‘reciprocity’ audience
We need to appeal to the personal outcomes for a large proportion of individuals: potential volunteers are motivated most strongly by altruistic benefits, ‘other volunteers’ are more likely to be cause-driven
Other volunteers’ are more likely to be cause-driven – highlighting an opportunity to promote the social benefits sports volunteering can provide
Interestingly when this is split by gender and age – Female and older age groups are significantly more likely to be motivated by a cause or by reciprocity
A focus on giving back, self development and reciprocity may encourage more to volunteer
Personal benefits
Self-improvement
Motivations for volunteering in sports differ from person to person

11. Barriers to volunteering in sport
17 September, 2018
Barriers to volunteering in sport
Barriers to spending more time volunteering in sport (%)
Barriers to volunteering in sport (%)
Barriers to volunteering more in sport are largely consistent across demographics and include time, work and family, but also include lack of awareness.
Barriers to volunteering in sport from non-sports volunteers include a lack of interest in sport, lack of sporting ability and health issues.
We need to recognise that sport is not a motivating factor for many.
Common Myths:
55% of general public don’t realise clubs are run by volunteers
26% cite lack of physical fitness as a barrier

12. Challenges and Opportunities
Certain demographics are under represented in sports volunteering
Time, work and awareness are key barriers across all demographics
Sports volunteers are largely ‘sporty types’, but sport is not an interest for many other volunteers
Opportunities
There are very big numbers volunteering in England and volunteering in sport
There is a healthy appetite to volunteer (and volunteer more) from all segments
Personal and social outcomes are key motivations to volunteer

13. Understanding the volunteer experience

14. Where do People Volunteer?
17 September, 2018
Where do People Volunteer?
Types of volunteering currently done outside of sports by Other Volunteers (%)
Types of volunteering would like to do outside of sports by Potential Volunteers (%)
To increase and diversify, the environments within which sports volunteer opportunities are available should broaden
Lots of charities are already experts and working in these areas and there is potential to partner with them
Whilst sport is a very popular sector for volunteering, there are many others which attract large numbers

15. Where do People Volunteer in sport?
17 September, 2018
Where do People Volunteer in sport?
There is a diverse range of organisations who facilitate or directly deliver volunteering
Facilitate volunteering
Sport England
UK Sport
Employers
Supply volunteering opportunities
National
National event providers
Volunteering organisations
National Charities
NGBs
Regional
Regional event providers
Regional/
area committees
Volunteering organisations
Regional charities
CSPs / Local Authorities
Clubs are vital to sports volunteering.
There are many other environments which may have a wider appeal to those who aren’t necessarily ‘sporty types’.
Local
Schools and FE/HE
Local event providers
Clubs
Independent providers
Charities
Volunteers

16. Types of activities in sports volunteering
17 September, 2018
Types of activities in sports volunteering
Volunteering in sport would like to do in next 2 years(%)
Volunteering activity taken part in in last 12 months/ ever taken part in (%)
Raised funds for sports organisation
Conducted in the last 12 months
Ever done (not currently)
Provided transport which helps people take part in sports
Current Sports
Coached or instructed an individual or teams in a sport or recreational activity
Potential Sports
Current Other
Potential Other
Performed an administrative or committee role for a sports organisation
Acted as a steward or marshal at a sports activity or event
Refereed, umpired or officiated at a sports match, competition or event
Sport offers a wide range of technical roles, as well as opportunities which don’t require direct involvement in or knowledge of sport, which is more likely to appeal to the non-traditional sports volunteer.
Clubs cite fundraising as their top volunteering need, complimenting the type of sport volunteering people are most likely to want to do.
Provided any other help for a sport or recreational physical activity
Sports volunteering offers a wide-range of technical and non-technical roles, but there is misperception on requirements and skills.

17. Improving the Experience
17 September, 2018
Improving the Experience
Volunteers’ perception of the importance of recognition
Issues with the volunteering in sport experience
Not at all important
Very important
17%
13%
60%
37%
Not very
important
33%
Fairly important
Factors decreasing the motivation to volunteer in sport clubs include time, training needs not being met, increasing responsibility required and not enough volunteers to help out
Reward and recognition plays a different role for all volunteers – with the young being more keen than the elderly to want this. Those who volunteer for reasons of social and connection are highly motivated by accreditation and recognition
32% stopped or reduced their volunteering in last year compared with 17% of general volunteers
Sports volunteers are x10 more likely to feel unrewarded
Sports volunteers are X4 more likely to feel the organisation is badly organised

18. Challenges and Opportunities
17 September, 2018
Challenges and Opportunities
Challenges
Recruitment methods and sport volunteering environments contribute to lack of diversity
Lack of awareness on roles/ skills required
Clubs are vital and need to provide a better experience
Educating clubs on alternative ways of volunteering
Opportunities
Sport is popular and can meet the needs of volunteers, but motivations need to be understood
Wide range of non-sport roles needed in the sector
Opportunity to increase and diversify with other sectors

19. Focus on key audiences

20. Women Underrepresented: 58% want to do more
More strongly motivated by altruism to volunteer
than men (49% vs 38%)
Children key: more mothers in sport volunteering
than general volunteering (42% vs 30%)
Big barrier for women in sport volunteering – after time and family – is a perceived skills gap
Interested in non-technical roles but less interested by on-field roles (<10%)
16% don’t know where to go to volunteer in sport
1/3 stop sport volunteering as they move to volunteer in schools (around age 35)

21. Young people – 16-24
Over represented however a huge appetite to do more
C.10% increase in volunteering since 2011, coinciding with government agenda
More motivated by self improvement than a cause (49% vs 10%)
Biggest motivations: experience, skills + confidence
27% get involved to help them get on in their career
Reward and recognition important (65%)
Awareness is a significant issue - ‘no-one has asked’ (26%) and ‘unaware of opportunities’ (23%)
Sport volunteers drop out (28% of sport vs 7% general volunteers) because they go on to volunteering linked to school / university

22. BAME
Reasonably representative of society, but big differences within this- higher from Mixed, lower from Asian
Strong appetite to volunteer more: Mixed (71%), Black (68%), White (53%)
Motivated by ‘giving back to the community’ (40%), religious belief (38% Black and 34% Asian) and the needs of family and friends
Sport committee members are more likely to be white compared to BME populations (30% compared to 17% for Asian, 24% for Black and 14% for Mixed)
Interest is in ‘entry-level’ sport volunteering opportunities - 46% want to ‘just help out’ and 26% want an admin role
Barriers include worried about not fitting in and a perception of not having the right skills - (50% Asian)

23. Disability
One of the least likely demographics to volunteer and underrepresented in sport by 5%
Most likely to volunteer in Health and Disability (33%)
Perceived benefits include:
Socialising/inclusion
Health and fitness
Empowerment
Unclear demand however interest in entry-level/back office opportunities (event stewards, admin – both 25%)
50% not volunteering in sport because of health or age, work and time less of a barrier (14% and 11%)
Suppliers lack confidence to support disabled volunteers

24. Lower Socio Economic Groups
Underrepresented and decreasing (-9% in 5 years)
51% of ABC1 volunteer monthly v.s 31% of C2DE
More likely than average to be motivated to volunteer in sport by recognition, learning and self-esteem
Those that are interested want to raise funds (36%), help out (57%), events (28%)
Barriers include a lack of interest in sport (29%), health (c.33%) and not knowing where to volunteer (14%)

25. Clubs Clubs account for 75% of sports volunteering opportunities
55% of general public don’t realise clubs are run by volunteers
The experience is poor compared to non sport volunteering
Twice as likely to be stopping or reducing (32% vs 17%)
4 times more likely to feel the group badly organised (18% vs 4%)
10 times more likely to feel unappreciated
Factors decreasing the motivation to volunteer in sport clubs include time, training needs not being met, increasing responsibility and not enough volunteers to help out

26. Next steps

27. 17 September, 2018
The implementation
Broaden the environments: partner with experts in key audiences and key behaviours
Open funding to smaller scale partners to reach key audiences and challenge perspectives of volunteering
Support existing technology
Improve the experience in the club sector
We will
Deliver an increased and more diverse workforce, with volunteers in sport and activity more representative of society
Reduce volunteering churn / increase retention in the core market
Establish new partnerships in non-traditional environments to take sport volunteering to a wider and more diverse audience