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A R E P O R T
Canadian Centre for Philanthropy TM
Motivations VolunteeringYouth-Oriented
Programs
Harold A. Riemer, Kim D. Dorsch,
and Larena HoeberUniversity of Regina
David M. PaskevichUniversity of Calgary
Packianathan ChelladuraiUniversity of Western Ontario
forwith
© 2004 Canadian Centre for Philanthropy.
Copyright for Knowledge Development Centre material is waived for charitable and voluntary organizationsfor non-commercial use.All charitable and voluntary organizations are encouraged to copy and distribute anyand all Knowledge Development Centre publications.
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The Canadian Centre for Philanthropy’s Knowledge Development Centre is funded through the CommunityPartnerships Program of the Department of Canadian Heritage as part of the Canada Volunteerism Initiative.The views expressed in this publication do not necessarily reflect those of the Department of Canadian Heritage.
Motivations for Volunteering with Youth-Oriented Programs
Introduction 1
Understanding Motivation 2
The Research Process 2
The Interview Results 4
Involvement of children or family members 4
Interest in the activity itself 4
Creating something better 4
Sense of obligation 4
The Survey Results 5
Helping others 5
Career advancement 5
Discussion 5
A chance to escape 6
Social interaction 6
Pressure from others 6
Ego enhancement 6
Societal expectations or norms 6
Helping the community 6
Helping their children 6
Discussion 7
Recommendations 9
References 10
Table of Contents
K N O W L E D G E D E V E L O P M E N T C E N T R E
1Motivations for Volunteering with Youth-Oriented Programs
IntroductionThe ability to secure resources necessary for theproduction of goods or services is a determiningfactor in assessing the effectiveness of any organiza-tion (Chelladurai, 1987). Arguably, the most criticalresource is human capital.This includes both paidstaff (if the organization has any) and volunteers,who are often responsible for providing direction,leadership, and program implementation.Voluntaryorganizations, including youth-oriented programs(e.g., Scouts Canada, Girl Guides, minor hockey, etc.),could not function without the help of volunteers.From this perspective, an organization’s ability torecruit and retain volunteers is central in determininghow effective it will be over time.
Over the years, considerable insight has been gainedregarding the motivations of volunteers. However,little work has focused on those who volunteer withyouth-oriented organizations.This is surprising giventhe large number of organizations that exist toprovide services to young people.
In 2003, Riemer et al. reported motives forvolunteering among those whose work involvesyouth. In this report, we examine people’s motives for volunteering with youth-oriented programs.Understanding motives can help charitable andnonprofit organizations determine who to target as potential volunteers and how to communicatewith them.
Motivations for Volunteering with Youth-Oriented Programs
2 K N O W L E D G E D E V E L O P M E N T C E N T R E
UnderstandingMotivationMotivation is more than just positive thinking ortrying harder. It is what drives people to act anddetermines, in large part, the activities to which theychoose to direct their energy. Fundamentally, researchabout motivation is trying to understand the “why of behaviour” (Deci & Ryan, 1985, p. 3). Mostresearchers would agree that understanding humanmotivation provides insight into how humanbehaviour is energized and directed (Deci & Ryan,1985).That is, if we know a person’s motivation, weshould have a clearer understanding of the types ofactivities a person will engage in, how hard that sameperson will work at those particular activities, andhow long he or she will continue to work at thoseactivities.Whether or not a person chooses toengage in a given behaviour is largely connected tohis or her needs or goals, and whether or not thebehaviour will satisfy those needs or goals. In orderto keep people motivated, the specific reasons andmotivations underlying their behaviour must be met.
Motives can, therefore, be thought of as the variousneeds a person has (e.g., physical, emotional, psycho-logical). Individuals will often set goals for themselvesthat, if achieved, will satisfy their needs.Therefore,learning a person’s motives for volunteering canprovide insight into what the underlying needs orgoals are.
The Research ProcessThis project has two phases. In the first phase, weinterviewed 39 long-term youth program volunteersfrom southern Saskatchewan.The participants wererecruited from organizations dedicated to deliveringservices to youth (e.g., Girl Guides, Scouts, minorhockey). Participants were given an honorarium fortheir participation. Each of the interviews wasrecorded and transcribed.These transcriptions werethen examined for recurring themes. One focus ofthe interviews was understanding motives forvolunteering, and how they change over time.
In the second phase of the project, a total of 2,000volunteers with Scouts Canada and Girl Guides ofCanada from the four western Canadian provinces(250 from each organization in British Columbia,Alberta, Saskatchewan, and Manitoba) were randomlyselected to participate in the research.Thesevolunteers were mailed a survey designed to measurethe motives previously reported in the volunteer literature, and the unique motives identified throughthe interviews.
A total of 1,119 people responded (56%). SinceScouts Canada allows both females and males tovolunteer, and Girl Guides of Canada restricts theirparticipation to females, there were 779 females(70%) and 333 males (30%).1 The survey participantsranged in age from 14 to 89 years (the average agewas 43.5) and had been involved with the organiza-tion for an average of 5.4 years.The majority ofsurvey respondents were: parents (88%); had childreninvolved in the program (79%, see Figure 1); werebetween the ages of 25 to 44 (48%, see Figure 2);and lived in communities of over 100,000 people(42%, see Figure 3).
1 Seven respondents did not indicate their gender.
3Motivations for Volunteering with Youth-Oriented Programs
0
10
20
30
40
50
No Children
Figure 1: Distribution of Survey Respondents by Number of Children Involved
21%
43%
36%
1 Child
2+ Children
14-24 25-34 35-44 45-54 55+
Figure 2: Age of Survey Respondents
31%
35%
14%13%
6%
0
5
10
15
20
25
30
35
40
Under1,000
1,000 -5,000
5,000 -10,000
10,000 -50,000
50,000 -100,000
Over100,000
Figure 3: Distribution of Survey Respondents by Community Size
9%8%
17%15%
10%
42%
0
10
20
30
40
50
4 K N O W L E D G E D E V E L O P M E N T C E N T R E
The Interview ResultsFour fundamental motives for volunteering withyouth-oriented programs emerged from the resultsof the interviews:
1. involvement of children or family members;2. interest in the activity itself;3. creating something better;4. and sense of obligation.
Involvement of children or family membersThis motive was the one most frequently cited byour interviewees. Much of this motive is tied to theobligation that parents feel to ensure that their ownchildren have a good experience in an activity, or tobecome more intimately associated with the experi-ences their children are having. Parents told us:
“My children needed to learn how to skate, so I got involved.”
“My son played ball and my husband coached, so I got involved.”
“I wanted to be informed as to my children’s activities.”
“It was a way to be involved in what the kids were doing.”
Some respondents went so far as to indicate thattheir child’s involvement was the only reason thatthey volunteered for a particular organization.That is, their connection with the organization would endonce their child was no longer involved. One parenttold us:
“When the children are done, I’ll be done. I may still carryon as an official, but I won’t look for another organizationto get involved with.”
Interest in the activity itselfMany interviewees spoke fondly of their own experi-ences with a youth-oriented organization when theywere younger, and told us about the special place thatit had in their personal development. Many of these
individuals also saw volunteering as an opportunity to continue their positive connection past the pointof being an actual recipient of the service, and feltthat volunteering was a chance to give back to anactivity that they were particularly good or skilled at.This was illustrated by some respondents who told us:
“I love baseball, grew up playing, and wanted to beinvolved with my kids.”
“I have a love of the game. I am pretty good and so haveknowledge to give to others.”
“I’ve always had a passion for the sport.”
“I like classical music. I want to promote classical music. Ifeel like the cooperative nature of an orchestra is betterthan this competitive individual stuff.”
Creating something betterA third motive identified by interviewees was theneed to be involved in the creation of somethingnew, or the opportunity to make something, orsomeone, better as a result of their involvement.Theact of volunteering provides many respondents with asense of achievement.
“It’s a great opportunity to promote your vision of what a youth orchestra should be, an opportunity toshape the organization.”
“Being involved with a start up is very exciting. It isexciting when you start putting things together, see theathletes, see the programs start.”
“Developing the park and seeing the growth of the facilityis rewarding.”
Sense of obligationSome people feel a sense of obligation to volunteer.If no one else can be found, or there is a lack ofqualified or willing individuals, these people willvolunteer.This motive may stem from a desire not to let others down. Some respondents told us:
“I started because there was no one else to do it.”
5Motivations for Volunteering with Youth-Oriented Programs
“They needed someone to organize because we live in asmall community.”
DiscussionThe results associated with the first two motivessuggest that people who have benefitted from aparticular program (either directly themselves, orindirectly through their child’s involvement) are morelikely to consider volunteering for a youth-orientedorganization. Respondents felt that it was importantto make a direct and personal connection with anorganization or with an activity, as that personalconnection would make them more likely to volunteer.
The Survey ResultsThe survey examined the relevance or importance of motives for volunteering in youth-orientedprograms. Respondents were asked to rate theextent to which each of 38 statements was true for them on a scale from 1 (not at all true for me) to 7 (very true for me). Many of these motives canbe found in the broader volunteer motivation litera-ture, and others were identified as a result ofone-on-one interviews2.
Items with similar themes were grouped together tomake nine distinct motives. The nine motives were:
1. helping others;2. career advancement;3. a chance to escape;4. social interactions;5. pressure from others;6. ego enhancement;7. societal expectations or norms;8. helping the community;9. and helping their children.
Helping othersHelping others, particularly those less fortunate wasthe strongest motivation for volunteering (5.6 out of7, see Figure 4). Sample statements from respondentsinclude:
“I am concerned about those less fortunate than me.”
“I feel a need to help others.”
Career advancementMany people volunteer because they see the activityas an opportunity to develop or further enhance askill set that will benefit their own career develop-ment. Some respondents told us that:
“It will help me get a foot in the door at a new job.”
“It will look good on my resume.”
2 These motive scales were developed through a series of pilottests. Data from these tests were subjected to item-to-totalcorrelational analyses as well as factor analytic techniques.
6 K N O W L E D G E D E V E L O P M E N T C E N T R E
A chance to escapeSome individuals volunteer as a way to escape fromthe problems and concerns they face in their regularlives.Volunteering is seen as a means to get awayfrom or work through their problems. Some respon-dents said:
“It allows me to escape from my troubles.”
“It helps me through some of my own personalproblems.”
Social interaction One motive for volunteering that is often identified isthe desire to meet others or make new friends.
“It allows me to make new friends.”
“It allows me to interact with others.”
Pressure from othersSome people volunteer because they feel pressuredby those around them. Some respondents felt that:
“Others expect it of me.”
“I feel pressured by someone close to me.”
Ego enhancementOthers may become volunteers because, in theiropinion, the activity will raise their worth in the eyesof others, or because they think that volunteering fora particular activity or program would be prestigious.
“I like the recognition.”
“It is important that I am respected for doing worth-while work.”
Societal expectations or normsSome people begin volunteering because there is an expectation that everyone in a given culture orsociety become involved in their community. Somerespondents with this experience told us that theybegan volunteering because:
“My family and friends also volunteer.”
“People close to me volunteer.”
Helping the communityAnother important motivation for volunteering is thebenefits that a particular organization provides to thecommunity in which the volunteer lives. Manyrespondents felt that:
“It allows me to put something back into the community.”
“It provides for the greater good of the community.”
Helping the Community
Social Interaction
Helping Others
Helping their
Children
Societal Expectations
Ego Enhancement
Escape Career Advancement
Pressure from
Others
Figure 4: Motivations for Volunteering in Youth-Oriented Programs5.6
4.7 4.6 4.6
2.92.7
2.32
1.8
0
1
2
3
4
5
6
7Motivations for Volunteering with Youth-Oriented Programs
Helping their childrenAn important reason that many people gave forvolunteering in youth-oriented programs was toensure that their children would be provided with agood experience, or to ensure that their children hadopportunities to participate in certain activities. Somerespondents told us that:
“It allows me to spend time with my children.”
“It makes certain my children have a good experience.”
DiscussionAs we saw in Figure 4, indicated that the four mostimportant motives were: helping the community;social interaction; helping others; and helping their children.
There was some variation in the ratings of thevarious motives based on age, gender, and whether or not one or more of the participant’s children wereparticipating in the program.Women rated social interaction more highly as amotive than did men.This finding is consistent withother research in the area.This was the only motivethat varied significantly by gender.
The importance of almost all of the motives varied by age (see Figure 5). Career advancement was most important to younger respondents, particularlythose determining a career path, or those justembarking on a career. Helping others and helpingthe community tended to be more important forthose who were older. Finally, helping their childrenbecame an important motive for respondents in themiddle years or the child-raising years.
Helping the Community
Social Interaction
Helping Others
Helping theirChildren
Societal Expectations
EscapeCareer Advancement
Figure 5: Importance of Key Motivations
3.6
5.1 5.1
5.5 5.5 5.6 5.6
5.9 5.8
1.6
4.0
4.7
3.2 3.2
2.8 2.8 3.1 3.1
2.7 2.6
2.2 2.3
2.4 2.4
1.9 1.9
1.5
4.9 5.0 5.0
4.5 4.54.7
4.54.7
14-24 25-34 35-44 45-54 55+
0
1
2
3
4
5
6
8 K N O W L E D G E D E V E L O P M E N T C E N T R E
Consistent with the findings from the interviews,helping their children was very important for parents of children participating in the variousprograms offered by Scouts Canada or Girl Guides.Social interaction, on the other hand, was moreimportant for those with no children participating(see Figure 6). Helping their children was the onlymotive that varied significantly for those who hadchildren participating in the program when comparedto those who had no children participating.
The findings indicated that individuals between theages of 25 and 34 who had children participating inthe program were the most strongly motivated byhelping their children (see Figure 7). Moreover, asindividuals aged, the strength of this particular motivetended to decrease even when the participant hadchildren participating in the youth-oriented program.
Social Interaction Helping their Children
Figure 6: Importance of Social Interaction and Helping Their Children
4.6
5.6
2.8
4.9
0
1
2
3
4
5
6
YesNo
14-24 25.34 35-44 45-54 55+
Figure 7: Importance of Helping their Children by Age and Whether their Children are Involved
6.3
1.92.3
3.8
2.8 2.7
6.1
5.4
4
No Children Involved
Children Involved
0
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9Motivations for Volunteering with Youth-Oriented Programs
RecommendationsWhen recruiting volunteers for youth-orientedprograms, organizations should target the parents ofthe children who participate or who may participatein the future.The parents of children who participatein youth-oriented programs are a very responsivegroup.While it is always advantageous to highlight thereal benefits the local community receives from youth-oriented programs, many parents will respondmore readily when the organization highlights thebenefits to their own children.
Individuals who had a positive childhood experiencewith a youth-oriented program represent anotherpotentially responsive target group. Since a positivepast experience is an important motivation forcertain individuals, organizations should considerkeeping records of long-time participants. Moreover,participants nearing the end of their tenure withthe organization should be encouraged to continuetheir association in a leadership role (i.e., as a board member).
When recruiting older adults, organizations shouldemphasize the opportunity to help others, to help the community, and give something back.These particular motives seem to be of greaterimportance for this age group.
Youth-oriented programs should not overlook young adults as a potential group of volunteers.In addition to highlighting how volunteering wouldprovide opportunities to help others, help theircommunity, and to increase social interactions,recruiters should highlight that volunteering may havea positive influence on future career opportunities.
It is a good idea to provide potential volunteers with a vision of the impact their involvement canhave. Always highlight the difference a volunteer can make through involvement in a youth-orientedprogram. People appreciate the opportunity to makea real difference.
10 K N O W L E D G E D E V E L O P M E N T C E N T R E
ReferencesChelladurai, P. (1987). Multidimensionality and multiple
perspectives of organizational effectiveness. Journalof Sport Management, 1, 37-47.
Deci, E.L. & Ryan, R.M. (1985). Intrinsic motivation and self-determination in human behaviour.New York: Plenum.
Riemer, H., Dorsch, K., Hoeber, L. & Bell,A. (2003).Building volunteer capacity in the Aboriginal community.Regina, SK: Sask Sport, Inc.
