How do you get younger people to volunteer?

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Previous research into understanding the intentions of volunteers has identified both age and motivation as important variables ( Francis Jones 2012; Willems et al. 2012). While the number of volunteers is increasing in general, it is not the case in the younger age groups. Without a clear understanding of the motives of volunteers is difficult to develop appropriate marketing strategy to attract younger members. Data (n= 299) from the State Emergency Services (SES) were collected using an online questionnaire and analysed using ANOVA. The findings suggest that volunteers’ motives such as Understanding and Value vary significantly between age groups. On a practical level, marketing strategy, to encourage younger people to volunteer for the SES, should focus on emphasising how volunteering can help them obtain skills that will help with their careers.
Original languageEnglish
Title of host publicationANZMAC 2016
Subtitle of host publicationMarketing in a post-disciplinary era
EditorsDavid Fortin, Lucie K. Ozann
Place of PublicationAustralia
PublisherAustralian & New Zealand Marketing Academy
Number of pages7
ISBN (Print)9780473376604
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2016 - University of Canterbury, Christchurch, New Zealand
Duration: 05 Dec 201607 Dec 2016 (Archived page) (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand
OtherMarketing exists in an environment that is constantly evolving. It interfaces with psychology, tourism, management, entrepreneurship, law, economics and other social sciences. Other disciplines like engineering and natural sciences now recognise that business knowledge significantly contributes to the success of new discoveries and innovation. Increasingly, governments and research bodies encourage cross-collaborations between and among scholars in advancing new knowledge to benefit society. ANZMAC 2016 encourages scholars to submit research based on cross disciplinary approaches and will provide a forum where scholars engage in a robust conversation on the cross disciplinary impact of marketing and how marketing should look in this environment.
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