International practice

Sport in Canada relies on a strong club system to support lifelong participation. Volunteers contribute to the effectiveness of grassroots sports organisations. Accordingly, strategies for developing, promoting and encouraging volunteers are embedded in the Canadian sport sector.

• Sport for Life Long-Term Officials Development Guide, opens in a new tab, (accessed 10 May 2022). Sport for Life’s new ‘LTOD’ page is a practical web resource to support the development of quality official’s programs.
• Canadian Code for Volunteer Involvement, opens in a new tab, Volunteering Canada, (2017). Volunteer Canada created the Canadian Code for Volunteer Involvement (CCVI) to support organizations that engage volunteers. The CCVI is a guide for involving volunteers in all levels of an organization. The CCVI clearly states the values and benefits of volunteer involvement. It provides a framework for discussion and decision-making within organizations. It also promotes meaningful volunteer involvement that meets the needs of both the organization and its volunteers.

Sport New Zealand estimates that in 2013/14 there were 41,000 people paid to work in sport in New Zealand, but close to 1 million people volunteering. 28.1% of adults had volunteered at least once over the previous year and these volunteers contributed 67.7 million hours of volunteered time over 12 months, with an estimated market value of NZ$1.031b.

• Recruit and manage volunteers, opens in a new tab, Sport NZ, (accessed 10 May 2022). Information from Sport NZ aims to help organisations understand volunteers' motivations for becoming involved and keep them at the heart of the sector.
  • Aktive Volunteer Management Toolkit, opens in a new tab, (September 2019). The purpose of the Toolkit is to provide information, insights and ideas that will assist organisations to find and look after volunteers who can help to deliver their sport or activity.
• Value of Sport, opens in a new tab, Sport NZ, (March 2018). A study exploring the value of sport to New Zealanders, their communities and our country. The Value of Sport is based on extensive research, including a survey of around 2,000 New Zealanders and a review of previous studies from here and around the world. Active NZ in 2013/14 estimated that 28.1% of adults had volunteered at least once over the previous year, and these volunteers contributed 67.7 million hours of volunteered time over 12 months with an estimated market value of NZ$1.031b. 35% of volunteers state that their reason for volunteering is to contribute to their community. 25% of volunteers are also motivated by the opportunity to gain new skills (and improve employment opportunities).
• Volunteering Insights Report, opens in a new tab, Gemba for Sport New Zealand, (2015). This report had three objectives: (1) understanding the underlying drivers and the level of engagement; (2) viewing sport as seen by its consumers; and (3) providing detailed analysis of key measures. Data was weighted by age, gender and location according to the latest New Zealand Census. Key insights provided in this report follow:
  • The recruitment of volunteers at an early age is critical. Volunteers begin their service at an early age (16-24 years old) and are likely to serve for a significant period of time.
  • Sport volunteers are also participants of their respective sports. On average, 54% of sports volunteers have participated in that sport in the last 12 months. Those participating in the sport will be most effective and will help to drive sustainable levels of volunteers.
  • The motivations of volunteers are selfless. They serve for the enjoyment achieved from giving back to their community and/or sport, and care little about the rewards they receive in return. The majority of participants intend to continue volunteering, and could be incentivised by more training and development, and better support from clubs and parents.
  • The intrinsic rewards (doing something worthwhile and contributing to their community) that motivate volunteers mean that their rationale for giving up volunteering are due to time restraints or other commitments, rather than a lack of appreciation.
  • Older (45 to 64 year old) volunteer coaches are the most qualified and engaged coaches. When compared with younger coaches, older coaches are the most likely to have received coaching development or to have achieved a coaching qualification.
  • Older coaches have more experience and are likely to be working at all levels of sport; 60% have coached for six years or more. Older coaches are also the most likely to coach at a diverse range of coaching locations.
• Rugby World Cup 2011 volunteering resources, opens in a new tab. Sport NZ, (2011). The 2011 Rugby World Cup was supported by New Zealand's biggest ever volunteer effort. Officially called the Rugby World Cup 2011 Volunteer Programme, it saw an unpaid workforce of more than 5000 play a crucial role in the delivery of a great sporting event. This resource covers planning, recruitment, training, volunteer compliance, uniform distribution, scheduling, reward and recognition, research and reporting.

Volunteering in an Active Nation: Strategy 2017-2021, opens in a new tab, Sport England, (2017). By investing in volunteering, measuring the benefits (to volunteers as well as the community), and using the knowledge we gain to fulfil volunteers’ expectations, we’ll be able to tap even more of the country’s vast volunteering potential. From 2021 to 2025 Sport England's focus will expand to involving a larger proportion of the population in engaging and helping out in sport and physical activity. Additional resources developed include: Volunteering project evaluation toolkit; Volunteer survey guidance; volunteering Q&A; club matters; and a major event volunteer fund.

Active Lives: Adult Survey, May 2020/21 Report, opens in a new tab, Sport England, (October 2021). Volunteer frequency and demographic data will be updated in the November 2021 Active Lives report. However, this report highlights some of the mental health and wellbeing impacts of volunteering in sport. Overall they found positive correlations for individual wellbeing, individual development, and social and community development. Individual wellbeing and development benefits were higher for those who participated more frequently, while the social and community development benefits didn't show any strong differences across different rates of volunteering.

Active Lives: Adult Survey, November 2019/20 Report, opens in a new tab, Sport England, (April 2021). 4.9% (2.2 million) adults volunteered at least once a week throughout the year. Men continue to be much more likely to volunteer in sport and activity (64% male; 36% female). This has previously been noted as in contrast to more general volunteering, where men and women are more equally represented. Women were much less likely to referee or umpire, or coach or instruct, compared to men. Conversely, women are more likely to organise fundraising for sport and provide other help. The greatest shares of regular volunteers come from the 16-24, 35- 44 and 45-54 age groups. The report also found that people from lower socio-economic groups were less likely to volunteer (making up only 11% of volunteers, although they make up 31% of the population), and people with a disability, who make up 21% of the population, account for only 14% of volunteers. Updated statistics on volunteering continue to reported in later Active Lives reports, opens in a new tab.

Sport + Recreation Alliance, opens in a new tab, (accessed 23 July 2025). Provides information and resources about recruiting, rewarding and retaining volunteers and includes registers for volunteer opportunities and organisations looking for volunteers.

• Hidden diamonds: Uncovering the true value of sport volunteers, opens in a new tab, Join in, (2014). Going beyond traditional valuation methods, which use the cost-replacement model, the research investigated the true value of sports volunteering to personal wellbeing and happiness of the volunteers themselves, plus the wider benefit to their communities.
• Givers: Recruit, manage and retain your volunteers more effectively, opens in a new tab, Join in, Sport + Recreation Alliance, Simetrica, (April 2017). For the first time, groundbreaking behavioural science research, has given us new evidence and insight into what drives people to volunteer, and what keeps them from doing so. We’ve distilled these insights into a simple framework to help grassroots clubs and organisations recruit, retain and realise the potential of volunteers. We call this GIVERS. It stands for: Growth; Impact: Voice: Ease and Experience; Recognition; Social.
• Join In, opens in a new tab. Join In matches people to volunteering opportunities at clubs in their area.

The Youth Sport Trust, opens in a new tab (YST) is an independent charity, established in 1994, that aims to help all young people achieve their full potential in life by delivering high quality physical education and sport opportunities. Promoting ‘volunteering’ is an important part of YST leadership programs and workforce development. The Youth Sport Trust runs a variety of programs to encourage and promote volunteering in sport and physical education.