A segmented approach to volunteering from New Zealand

There are nine main reasons for volunteering in sport, according to new research from New Zealand, reently referenced on the Promoting Sport blog (also published by Sport England). The motivations have been used to categorise or segment volunteers as, for example  'Investors' - who are driven by achievement and success and 'Cultural norms' who are seeking group well being. This information is now being used to produce targeted campaigns to recruit more volunteeers.