Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


VUW Seminar - Karen Smith: RWC2011 volunteers

No description

Karen Smith

on 24 September 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of VUW Seminar - Karen Smith: RWC2011 volunteers

Motivations, expectations and experiences of RWC 2011 volunteers
Dr Karen A. Smith
Senior Lecturer, Tourism Management
Victoria University of Wellington
Motivations: why volunteer with RWC 2011?
Expectations: what will RWC 2011 volunteering be like?
Pre-Event Experiences:
High Points
Experiences - the highs
“Receiving our uniforms and accreditation passes, made everything seem so close and exciting.”

“A huge buzz putting on the uniform for the first time.”
“Attending the training and meeting other volunteers. Rugby 2011 was suddenly coming alive!”
Pre-Event Experiences:
Low Points
Once in a lifetime opportunity
Major international event
Pride and passion for New Zealand and regions
Make a contribution, have fun, and gain future memories to share
Experience and skills

Rugby motivations

Other volunteering
“To be the face of the RWC and be part of history and showcase what a great country NZ is. To be the best host possible to the thousands of international visitors and contribute to making their experience and the tournament a memorable experience.”

“Because I wanted to be a part of this history making event. I’ll be proud to say that I had an input in the RWC2011.”

“I thought I would be in the fun rather than outside of it.”
“I wanted to give back to the game I love and to the All Blacks for all the enjoyment that they have brought to me over the years”

“I don’t like rugby at all but I am passionate about our country and want to share this with our visitors and be part of the action”
“Opportunity to further myself personally and professionally.”
“I did the 1990 Commonwealth Games as a volunteer and will never forget it”.
The event and volunteering would be a positive and exciting experience....
....balanced by the realities of the expected work and workload

The potentially more negative aspects of the volunteering experience were generally accepted as part of the experience
“It could be fun but most likely we will get to do the mundane bits and pieces, but that’s okay with me”.
“I expect it to be challenging and very busy, but also very rewarding”.
“Busy, tiring, full of noise & colour & fun!”
“Exciting, awesome, amazing, thrilling, busy, nerve racking, cool.”
As the event nears... expectations are still high, but lower slightly

But increased expectation of creating memories to share: being an event insider
The Tournament

Experiences - the lows
Volunteers were Highly Satisfied
What did we do?
Experiences and Legacies of Rugby World Cup 2011 Volunteer Programme

Associate Prof Geoff Dickson, AUT University
Dr Leonie Lockstone-Binney, Victoria University, Australia
Rita Ralston, Manchester Metropolitan University, UK
Natalie Wolf, Victoria University of Wellington
Event Build-Up

Key milestones:
* Recruitment and selection process
* Training
+ Uniform and accreditation collection

Pre-event experiences are largely internal factors related to the management of the volunteer programme

Pre-event low points will be overtaken by the thrill of the event
“We all had that desire to make this Rugby World Cup an experience for all both delightful and unforgettable. / Every game was another chance to make that happen. / At the conclusion of the tournament I was convinced that we had achieved that goal. / Put in one short word ! WOW”
Main low points:
shifts and the amount (mainly wanting to do more), timing and nature of the volunteer work
Other low points included:
the weather
specific team leaders and supervisors
some other volunteers
occasional spectators, tourists, teams and officials
the lack of matches in some centres
the tangible rewards
Two standout high points:

being part of and involved in the event; and
meeting people including other volunteers, tourists, locals, players and teams, officials and famous people.
Full marks
Personal volunteering experience (53% rating this a maximum 7 out of 7)
Overall organisation of the Team 2011 volunteer programme (45%)
Volunteers expected:
to be involved in a unique experience and be part of making the event a success
have good and long-lasting memories
showcase New Zealand and their city or region to visitors and the world

High expectations of the volunteer programme and its management, including its organisation, the training, and the role of team leaders

Volunteers did not expect...
to be reimbursed for expenses
receive perks or free gifts
to see famous people or matches
Team 2011 to improve their chances of employment or make them useful business contacts
Experiences exceeded expectations
volunteering was a chance in a lifetime
receiving free gifts
seeing matches and players
#2 Uniform and accreditation distribution
#1 Certificate
#4 Free match tickets supported by ANZ
#3 Communications during Tournament
High overall satisfaction
Satisfaction with Team 2011 Volunteer Programme and the Volunteer Experience
Being part of and involved in the event
A special and memorable experience
“I was living the dream with being involved in the 2011 RWC.”
“Absolutely awesome. One of the best experiences of my life. I looked forward to every shift. Mind-blowing.”
Contributing to the event's success
“Knowing that all the volunteers collectively made a huge contribution and difference in making this event such as it was.”

“It was great to be involved, to be able to see on the games on TV etc people
wearing accreditation and knowing
that in some way I helped.”
An insider perspective
“That by being a volunteer
you get to see another side
of the whole event.”

“Being a part of and contributing to a successful world cup instead of just being a spectator”
Involved in a fun, exciting, positive, rewarding and also challenging experience
“It was a lot of fun and really worthwhile to be a part of.”

“Just the feeling of being needed and really enjoying the different challenges each day presented.”
Meeting people
“[I had] the chance to meet wonderful people, famous (teams, Prime Minister, Member of Parliament, Michael Jones,...) or not famous (wonderful teams of volunteers from Hamilton and Auckland and even from other areas in NZ), and fantastic tourists, spectators and fans.”
Meeting fans, spectators, tourists, and locals, teams, players, officials, media, and dignitaries
Meeting other volunteers
working as a team
“Meeting and working with a great bunch of people all committed to making the tournament the best it could be.”
new friends and shared experiences
Team leaders
“Our leaders and the staff that organised it all were great too - they hit just the right note in training us up and keeping us motivated and on task - inspiring friendly leaders.”
The rewards (including ANZ-supported free tickets uniform, the Victory Parades);
“Constant surprises (meet this or that team; come to a wrap party; walk in the parade; have a badge; etc)”

“The absolute surprise bonus of being given tickets to a couple of games.”

“To be involved and a part of the ABs Victory Parade the day after the final - the public accolade the volunteers received was overwhelming!! A magical, historical day I will never forget!!!”
The organisation of RWC 2011/Team 2011
community pride in showcasing New Zealand, regions and stadia
“Amazing organisational skills by team - we were looked after in a way that exceeded my expectations.”

“The whole experience, from the information road shows to the training and captain's run, was amazing. So well organised, totally positive and supportive, I truly felt like an important person in a team for an important event. I was VERY proud to tell people I was a volunteer for RWC 2011!”
being a role model (for children)
opportunities offered by different roles
skills development
igniting an enthusiasm for volunteering
the All Blacks winning
“Being proud to represent my province and my country on the world's stage.”
“Just being involved in the RWC and winning - it was such an awesome feeling when the final whistle went knowing that I was part of it.”
We surveyed volunteers two months and two weeks before the Tournament:
1/3 respondents = no low points
Other highpoints included:
“The allocation of the uniforms was a highlight. It was well designed and the colour was distinctive. I always felt a sense of pride when I was wearing the uniform and RWC Accreditation.”

“I found that wearing the uniform was empowering. It gave me the licence / power / confidence / cheek to approach people from all over the world, engage them in conversation / banter, and enjoy personal talks with them.”
“Early on too many volunteers rostered on and not enough work. I had given up some serious income to be involved and then to spend hours sitting around waiting for something to do was frustrating.”

“the novelty wore off quite quickly”
“mundane work - felt I didn't really add value”
“Spoilt the volunteers and what they may expect next time they volunteer for an event, We all love stuff but it seemed excessive”.
“My first night was at Britomart and it was shambolic, to say the least. There were about 4 volunteers, trying to direct the public to the correct end of the station or to buses and we got little direction and no feedback. We copped heaps of abuse and had drunk angry people shouting at us. Eventually I was given a megaphone to announce the the entrance was closed and to go to the Takatu entrance. The whole debacle was captured on film by TV - consequently I have been on TV every week (sometimes 5 times) for the past 7 weeks. Turned out to be one of the highlights!”
1/3 respondents from Auckland
61% female
Largest numbers of respondents aged 40-64 years
79% New Zealand European, 12% Maori
72% employed, 14% retired, 8% students

Functional areas:
spectator services (25%)
transport (20%)
hosting (18%)

Importance of rugby to their life
36% rugby important - 36% rugby neutral - 27% rugby not important

2/3 are active volunteers
1/10 have never volunteered before applying to RWC 2011
Who responded to the surveys?
1. Motivations: why volunteer at RWC2011?
2. Expectations of RWC2011 volunteering
3. The Build Up
Pre-event volunteering experiences
4. The Tournament:
Event-time volunteering experiences
Volunteer satisfaction
6. What can we learn?
What we are covering today?
1/5 of respondents = no low points
5 online surveys with all Team 2011 volunteers over a 12 month period
When does the volunteering experience begin?
Recruitment and training can be used to manage volunteers' expectations

Acknowledge there will be low points, but these are often expected, understood, and part of the experience.
Managing Expectations

Make volunteers feel involved
Event insider
Create special memories
Demonstrate their pride

Provide opportunities to meet people

Make best use of volunteers' time and skills
Design volunteer experiences that:
Tangible rewards are important
When they contribute to the feeling of being an event insider
Certificate and parades
Free tickets
Last word to a volunteer
What can we learn?
Eventing the Future Conference
Wellington, 2nd August 2012

Victoria University of Wellington
Tourism Seminar, 22nd August 2012
What we are not doing...
Step-by-step how to guide on managing major event/RWC 2011 volunteers
What makes this research significant?
little previous research on New Zealand event volunteers
longitudinal - tracking volunteers before and after the event
RWC 2011: nationwide volunteer programme
good response rate for an online survey
responses from across New Zealand, and range of volunteer roles
[Round 3: Post-event data]
This research was supported by a grant from Sport New Zealand

Brendon Ward, Volunteer Programme Manager, and his team at Rugby New Zealand 2011 Ltd

The RWC2011 volunteers who have participated in (and stuck with) the research
Photos (c) RNZ 2011 Ltd, Sport NZ, NZ Govt
Thank you
Aim 1: To explore the relationships between motivations, expectations, and experiences of RWC2011 volunteers
Aim 2: To explore the extent to which the RWC 2011 Volunteering Programme provides a legacy of increased participation in volunteering and sport, and improved employability, workplace-learning orientation and workplace-learning outcomes
Managing Volunteers at each stage of the event life cycle
Aim 1: To explore the relationships between motivations, expectations, and experiences of RWC2011 volunteers
Aim 2: To explore the extent to which the RWC 2011 Volunteering Programme provides a legacy of increased participation in volunteering and sport, and improved employability, workplace-learning orientation and workplace-learning outcomes
What's next?
Round 5 survey in September
Longer-term recollections of experiences
Volunteering and sports participation
Labour market legacies
Further analysis
"Being part of history in New Zealand"
Full transcript