Using volunteer motives and expectations as a management tool - case EuroBasket 2017

Author(s) Tero Kuivalainen Degree programme Sport Development and Management Report/thesis title Using volunteer motives and expectations as a management tool – case EuroBasket 2017 Number of pages and appendix pages 85+12 Finland is one of the four hosting countries for the European Basketball Championship in 2017. It has been already 50 years since Finland last hosted the European Championship and therefore being a significant achievement for the Finnish basketball. The Local Organizing Committee of Finland for the EuroBasket 2017, which is responsible for hosting the event, is dependent on volunteers to pull of the event. Understanding the motives and expectations of volunteers, enable sport event managers to meet their needs and manage them appropriately. The Finnish Basketball Association is also dependent on the appropriate volunteers coming back each time because of the subsequent events. By knowing how to meet the needs of volunteers, provide organizations with effective recruitment and selection, training, recognition, and retention strategies. The aim of this study was to find out the motives and expectations of volunteers to participate in EuroBasket 2017. The other aim was to utilize these findings in order to create a proper volunteer management approach prior to the EuroBasket 2017. The study was conducted well in advance prior to the event in order to be able to better meet the needs of the volunteers. A sample of 287 volunteers from the EuroBasket 2017 completed the questionnaire prior to the event. Volunteer motivation was measured by using a modified volunteer motivation factor model. Based on the literature, the author chose a five-factor sport event volunteer motivation model with 25 items. The factors were purposive, enhancement, external tradition, leisure, and patriotism. The expectations of volunteers were asked in the questionnaire concerning the volunteer management, and in general towards the EuroBasket 2017. Volunteers were also asked about how they value certain features of a leader amongst volunteers. The results suggest that the most important factor of volunteer motivation was patriotism. Volunteers were very motivated to be part of the unique atmosphere of the event, have new experiences, and to be part of the community. Volunteers had high expectations towards managing their tasks properly and they wanted to be able to serve the customers at a high level. Volunteers had also high expectations towards other volunteers and their teams in terms of working with like-minded people. The results suggest as well that there are certain features that volunteers highly value of a leader, such as being able to cooperate, trustworthy, responsible, honest, and possessing organizational skills. The recruitment process was the only area of measuring already the success of the Local Organizing Committee, and the results suggest that they managed well. The only thing that had room for improvement was setting the job description clearer of each functional area. Based on the findings, the organization should concentrate on building a team cohesion, training the team leaders thoroughly, and making sure the volunteers are well informed before and during the event. The suggestions of managing volunteers can serve as a guideline for the organization’s subsequent events as well.