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Free Content Selling volunteering or developing volunteers? Approaches to promoting sports volunteering

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This article considers the balance between promoting volunteering in sport by emphasising the personal rewards to prospective volunteers themselves – the dominant management approach – and promoting it by the long-term development of the values of volunteering. We review the motivations and rewards of sports volunteers and how these can be used to promote volunteering as being a transaction between the volunteer and the organisation. This is contrasted with a lifecourse approach to understanding volunteering, and evidence that an understanding of the value of volunteering can be inculcated that underpins continued volunteering. The two approaches regard potential volunteers respectively as 'consumers' and as 'citizens'. We suggest that a shift to treating volunteers as consumers can lead to volunteering being regarded as transactional. The discussion has implications for volunteering in general – in particular, how it can be promoted in a society where narratives of 'the consumer' increasingly dominate over those of 'the citizen'.

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Document Type: Research Article

Affiliations: 1: Email: [email protected] 2: Email: [email protected] 3: Email: [email protected] 4: Email: [email protected]

Publication date: March, 2019

This article was made available online on January 30, 2019 as a Fast Track article with title: "Selling volunteering or developing volunteers? Approaches to promoting sports volunteering".

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  • Voluntary Sector Review publishes high-quality, peer-reviewed, accessible papers on third sector research, policy and practice. It is an invaluable cutting-edge resource for all those researching or working in the fast-growing voluntary, community and wider third sectors.

    The journal covers the full range of issues relevant to voluntary sector studies, including: definitional and theoretical debates; management and organisational development; financial and human resources; philanthropy; volunteering and employment; regulation and charity law; service delivery; civic engagement; industry and sub-sector dimensions; relations with other sectors; social enterprise; evaluation and impact. Voluntary Sector Review covers voluntary sector studies from a variety of disciplines, including sociology, social policy, politics, psychology, economics, business studies, social anthropology, philosophy and ethics. The journal includes work from the UK and Europe, and beyond, where cross-national comparisons are illuminating. With dedicated expert policy and practice sections, Voluntary Sector Review also provides an essential forum for the exchange of ideas and new thinking.

    Rigorous and stimulating, Voluntary Sector Review is an indispensable tool for everyone who values empirically-grounded, theoretically-informed and policy-relevant reviews of the future direction of the voluntary sector.

    Editors: Nick Acheson (Trinity College, University of Dublin, Ireland), Bernard Harris (University of Strathclyde, UK), Rob Macmillan, (University of Birmingham, UK)

    The journal is published in association with the Voluntary Sector Studies Network (VSSN) and a print copy of the journal is a membership benefit.

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