Volunteering in sport: Why it’s declining and how it can recover

The decline in sports volunteering since the pandemic is a multifaceted issue, influenced by various factors that have reshaped the landscape of volunteerism.?

The pandemic has had a profound impact on volunteering in sports, a sector that traditionally relies heavily on the support of volunteers for its operations and community engagement. The decline mirrors the general trend seen in volunteering across various sectors since the pandemic.

To unpack this challenge, we explore the benefits of volunteering for the volunteer, those around them and, of course, the sport in question. We then suggest ways of strengthening ties between sport and the volunteer.

The Current State of Sports Volunteering

The decline in sports volunteering since the pandemic is significant. Key activities in sports volunteering, such as organising events, fundraising, and coaching, have seen a reduction in participation. This decline is part of a broader trend observed across the UK, where overall volunteer participation fell from about 23% in 2019/20 to 16% in 2021/22.?

This reduction can be attributed to several pandemic-related factors, including health concerns, lockdowns, and the suspension of many sports activities.

Factors Contributing to the Decline

The pandemic has altered the landscape of sports volunteering. Concerns over health risks, along with restrictions on gatherings and events, have significantly impacted traditional in-person volunteer roles. Additionally, the shift in personal priorities and lifestyles due to the pandemic has led to a reevaluation of volunteering commitments among individuals.

The Surprising Benefits of Volunteering

Many of the benefits of volunteering are self-explanatory, but there is a good amount of scientific evidence of benefits to wellbeing for all involved. These are often overlooked but are testimony to why volunteering levels must make a full recovery:

Improved Physical and Mental Health: A study highlighted by Mayo Clinic Health System shows that volunteering has significant health benefits, particularly for older adults. This includes improved physical and mental health, lower rates of depression and anxiety, especially for those aged 65 and older, and stress reduction through the release of dopamine.

Lower Mortality Rates and Greater Functional Ability: Research summarised by AmeriCorps outlines that volunteering is associated with lower mortality rates, greater functional ability, and lower rates of depression later in life compared to non-volunteers.

Benefits for Children and Adolescents: A study published in JAMA Network Open, using data from the National Survey of Children’s Health, investigated the effects of volunteering on the health and well-being of children and adolescents in the United States. The study found positive associations between volunteering and various health outcomes, including overall health, flourishing, and reduced incidences of anxiety, depression, and behavioural problems.

Best practices for engaging and retaining volunteers in sport

Sports organisations have implemented several successful strategies to recruit and retain volunteers in the wake of the pandemic's impact on sports volunteering. Here are some examples of these strategies in action:

Targeting Enthusiasts and Leveraging Local Clubs

Organisations like USA Softball have successfully recruited volunteers by collaborating with local enthusiast clubs. By tapping into a pool of individuals who are already passionate about the sport, they have managed to find committed volunteers. This approach was effectively used during the USRowing Masters Nationals, where connections with local rowing clubs provided a strong base of knowledgeable and enthusiastic volunteers.

Utilising Student Volunteers from Colleges and Universities

In places like Grand Rapids, Michigan, students have become a primary source of volunteers for sporting events. By reaching out to local colleges and universities, sports organisations are able to engage with students, particularly those studying relevant subjects like sports management and tourism & hospitality.

Engaging Groups Seeking Fundraising Opportunities

Some sports events have successfully attracted volunteers by partnering with groups that are looking for fundraising opportunities. This can include church youth groups or high school clubs. These groups are often willing to provide volunteers in exchange for a donation to their cause.

Clear Role Definitions and Expectation Management

Ensuring that volunteers have clear responsibilities and know exactly what is expected of them is crucial. This clarity helps in retaining volunteers, as they are less likely to be overwhelmed or taken by surprise by their duties.

Incorporating Young Leaders Programmes

Initiatives like Young Leaders programmes have been effective in introducing young athletes into volunteer roles. This not only provides valuable experience for the young individuals but also helps in building a sustainable volunteer base within the organisation.

Partnerships with Local Community Groups

Partnering with local community groups, such as scouts or guides, and educational institutions can provide a steady stream of volunteers. These partnerships are beneficial, especially for those young people who are required to gain work experience, like those undertaking the Duke of Edinburgh award.

Appreciation and Incentive Programs

Recognising the efforts of volunteers through appreciation and incentives can be a powerful motivator. Some organisations offer perks like event entry or swag, which can make volunteers feel valued and part of something bigger. @tablTable Tennis England even hold their own annual awards to recognise volunteers.

Strategic Marketing and Communication

Utilising both digital and traditional marketing strategies to communicate the benefits of volunteering can attract a wider audience. Sharing success stories and using social media effectively are key components of this approach.

By implementing these strategies, sports organisations have managed to successfully navigate the challenges posed by the pandemic and rebuild their volunteer bases. These approaches not only attract volunteers but also ensure their retention by making them feel valued and part of the team.

Suggestions for Sports Bodies to Encourage Recovery

Alternative and flexible approaches to volunteering may also bear fruit when growing a volunteer base. Here are some thoughts on this:

Adapt to New Volunteering Models

Embracing digital and remote volunteering opportunities can attract a wider range of volunteers. For instance, sports organisations can offer roles in digital marketing, virtual event organisation, or remote coaching sessions.

Flexible Volunteering Options

Offering more flexible and shorter-term volunteer roles can appeal to those with limited time. This approach can attract younger volunteers or those with demanding professional lives. Key to the success of this approach is firstly identifying what roles are likely to be attractive to highly skilled individuals and younger fans.

Enhance Safety Measures

Implementing robust health and safety protocols can reassure potential volunteers, particularly in light of the pandemic. Clear communication about these measures can increase confidence in volunteering.

Targeted Recruitment Campaigns

Tailoring recruitment campaigns to specific demographics that have shown a decline in participation, such as older individuals, can help in regaining their valuable contribution.

Training and Development

Offering training and development opportunities can make volunteering more appealing, especially for those looking to gain new skills or enhance their resume.

Feedback Mechanisms

Implementing feedback mechanisms to understand volunteers' needs and challenges can help in making necessary adjustments and improving the volunteering experience.

Using Tech to Manage Volunteering

It’s conceivable that the decline in volunteering that sport has seen since the pandemic is due to its social nature – clubs and teams rely on close networks of enthusiasts to build a support network of volunteers. This is one of the wonderful things about sport as a social mechanism, but its also one of its weaknesses as little or no formal record is kept of volunteers and their progress.

We propose a platform which supports this. A tech solution which can manage volunteer data, but more importantly, oversee the volunteer journey. How are they involved in sport and to what level? What are their goals and objectives? How likely are they to introduce more volunteers? These and other questions are very often unanswered when it comes to volunteer management. And the dearth of good data leads to blind spots and vulnerabilities which have and will continue to limit the potential of a powerful asset.

Reach out to us if you’re interested in continuing this discussion and with any thoughts on this fascinating topic.