FROM FREE LABOUR TO LASTING VALUE:
REIMAGINING THE VOLUNTEER EXPERIENCE.

If your event still treats volunteering as a favour, it’s time for a wake-up call. This article reveals how poor volunteer management risks burnout, exploitation, and reputational damage — and offers a practical framework for change.

Dr Erik L. Lachance (Brock University, Canada).

  • Volunteers are the lifeblood of events, but their experiences are too often overlooked, poorly managed, or undervalued.

  • Erik’s research identifies four key dimensions of the volunteer experience—satisfaction, motivation, commitment, and sense of community—offering a practical framework for organisers to improve engagement and retention.

  • Positive volunteer experiences create long-term civic value, inspiring future participation, community building, and even career pathways.

  • Treating volunteering as a two-way relationship, not free labour, is crucial—especially as generational shifts and economic pressures challenge traditional recruitment.

  • Events that design volunteer experiences with intention and empathy will attract more people and build stronger, more resilient communities.

EXECUTIVE SUMMARY

Can you imagine a major event without volunteers? Volunteers are the invisible infrastructure of the events and festivals industry. They’re the smiling faces guiding crowds, the tireless teams backstage, the people making sure your experience runs smoothly—all often without a paycheck. But what’s often overlooked is that these people aren’t just helping events run—they’re experiencing them, too. And the quality of that experience can shape future engagement, civic identity, and even career paths.

As a teenager, Erik volunteered at the Vancouver 2010 Winter Olympics—a formative moment that sparked a career in sport event research. Today, he is interested in the complex psychology and management of volunteering at events. What motivates people to give their time? What makes them come back—or not? And how can organisers design volunteer experiences that feel rewarding, not extractive?

INTRODUCTION

In a sector grappling with volunteer shortages and shifting generational values, these questions have never been more urgent. Events can no longer take free labour for granted. They must design experiences that offer purpose, connection, and value—without tipping into exploitation.

Because when volunteers feel seen, supported, and part of something bigger, everyone wins.

“Events can no longer take free labour for granted. They must design experiences that offer purpose, connection, and value—without tipping into exploitation.”

Events rely on volunteers—but rarely stop to ask what kind of experience those volunteers are having. For decades, the industry has treated volunteer labour as abundant, low-cost, and often low-risk. But that assumption is crumbling. Recruitment is harder, retention is patchy, and burnout is increasingly common—especially as events grow in complexity and scale.

At the heart of the problem is a simple oversight: volunteers are not just a resource—they are stakeholders. Their time, energy, and enthusiasm cannot be sustained on goodwill alone. And without careful design and management, even the most enthusiastic volunteer can leave feeling unappreciated, overworked, or worse—exploited.

THE PROBLEM AND/OR OPPORTUNITY

The opportunity? Reimagining the volunteer experience not as a logistical necessity, but as a strategic asset. As Erik explains, volunteers who have a positive experience don’t just return—they advocate and feel inspired. They stay engaged in civic life. They develop career interests. They even branch out into other forms of community service (Bakhsh et al., 2021; Lachance et al., 2022b).

Understanding the mechanics of volunteer satisfaction, motivation, commitment, and sense of community (Lachance & Parent, 2020, 2021; Lachance et al., 2021) isn’t just academic—it’s essential for any event that wants to thrive in an era of social value, accountability, and people-first planning.

WHY DOES THIS MATTER NOW?

Volunteering is under pressure.

Across the events sector—from local community festivals to global mega-events—organisers are finding it harder to recruit and retain volunteers. Generational shifts, time poverty, rising living costs, and post-pandemic fatigue are all playing a role. Meanwhile, the expectations of volunteers are evolving. People no longer show up just to give—they want to grow, connect, and feel part of something meaningful.

Add to this the rising scrutiny of labour practices in events and festivals, and a quiet reckoning is taking place: the volunteer experience can no longer be an afterthought.

As Erik points out, today’s volunteers are more diverse, digitally connected, and value-driven. If events want to attract and retain them, they must offer more than free t-shirts and thank-you emails. They must build experiences that feel purposeful, personalised, and socially rewarding.

In a sector where the volunteer workforce is often invisible—but absolutely essential—getting this right isn’t just good ethics. It’s good strategy.

The events industry is built on a social contract. Now is the time to renew it.

HOW DOES THIS ADD TO WHAT WE ALREADY KNOW?

Volunteer management has long focused on logistics: how many people, where they’re needed, what uniforms to wear. But this functional approach misses a deeper truth—volunteering is an experience, and experiences shape behaviour, loyalty, and long-term civic engagement.

“Volunteering is an experience, and experiences shape behaviour, loyalty, and long-term civic engagement.”

Erik’s research builds on this by breaking down the volunteer experience into four interrelated dimensions: satisfaction, motivation, commitment, and sense of community (Lachance & Parent, 2020, 2021; Lachance et al., 2021; Lachance et al., 2022a, 2022b). His findings challenge the idea that volunteers are passive helpers. Instead, they’re active participants whose emotional, social, and psychological needs must be considered—especially if events hope to keep them coming back.

WHAT IDEAS DRIVE THIS ARTICLE?

At the heart of Erik’s work is a clear, research-backed framework for understanding the volunteer experience (Lachance & Parent, 2020, 2021). Drawing on survey data from a recurring small-scale sport event, his team investigated four core dimensions that shape how volunteers perceive and reflect on their involvement (Lachance et al., 2021, 2022a):

  • Satisfaction – Are volunteers’ expectations and needs being met?

  • Motivation – Why are they here? Is it to give back, gain experience, and/or be part of something bigger?

  • Commitment – Do they feel emotionally connected to the event or organisation?

  • Sense of Community – Do they feel a shared identity and common purpose with other volunteers?

Using both pre- and post-event surveys, Erik and his colleagues explored how these dimensions interacted—finding, for example, that satisfaction and motivation are direct predictors of a positive volunteer experience compared to commitment and sense of community’s indirect influence (Lachance et al., 2021, 2022a). This matters because it provides a roadmap for event organisers: meet volunteers’ needs, understand their motivations, establish an emotional attachment, and create a shared identity and common purpose —and they’re more likely to return, refer, and remain engaged.

This framework turns a fuzzy concept into a strategic tool. It moves volunteering from the realm of assumption into one of measurable, manageable experience design.

“…create a shared identity and common purpose — and they’re more likely to return, refer, and remain engaged.”

FIVE REASONS TO REIMAGINE VOLUNTEER EXPERIENCES

  • It’s easy to treat volunteers as a bonus—a resource you’re lucky to have. But without them, most events simply wouldn’t happen. Erik calls volunteers “the lifeblood” of the sector. They run registration, coordinate logistics, and set the tone for attendees. Yet their needs are rarely prioritised in planning meetings. If events want to be sustainable, they must start to treat volunteers not as extras, but as critical infrastructure.

  • Erik’s research found a strong relationship between a well-managed volunteer experience and future civic engagement. Volunteers who feel satisfied and motivated don’t just come back next year—they go on to contribute to other events, charities, and local initiatives. Some even shift their career trajectories based on formative volunteering moments. The ROI is real—but only if the volunteer experience is meaningful.

  • Satisfaction, motivation, commitment, and sense of community aren’t abstract dimensions—they can be built into volunteer programs. Want to boost satisfaction? Give people roles that match their skills and interests. Want to increase sense of community? Communicate a clear, compelling common purpose and create a shared identity among volunteers. Erik’s framework gives organisers a blueprint for creating experiences that are emotionally and socially fulfilling—not just operationally efficient.

  • Younger volunteers want more than a thank you. They expect recognition, flexibility, and purpose. Erik argues that many events are missing the mark by failing to market volunteering in ways that resonate with Gen Z and beyond. Instead of simply asking for help, event organisers must answer: What’s in it for them? And the answer needs to be more than a branded lanyard, thereby focusing on a strategic approach to manage the experience of younger volunteers.

  • Volunteering is an activity where people give their time and energy, often for free—but that doesn’t mean it’s costless. These people invest personal resources and emotion when volunteering. If volunteers feel overworked or undervalued, the goodwill evaporates fast. As Erik notes, “the experience is always personal.” A sense of purpose can offset the lack of pay—but only if volunteers feel respected, supported, and seen.

THE FOUR DIMENSIONS OF THE VOLUNTEER EXPERIENCE

Volunteers don’t just show up—they feel the event. And how they feel shapes whether they return or walk away. Erik’s research identifies four interlocking dimensions that define a volunteer’s experience. Think of it as a dashboard for volunteer engagement, one that event organisers can actively design around.

1. Satisfaction

Definition: The degree to which the event meets a volunteer’s expectations and personal needs (Lachance & Parent, 2020).

Design Tip: Conduct short pre-event surveys to match roles with interests or experience levels. Debrief after events to identify friction points.

Key Question: Did they feel useful, appreciated, and well-prepared?

2. Motivation

Definition: The underlying reasons why someone volunteers, which can include personal growth, social connection, community contribution, and/or career goals (Lachance & Parent, 2020).

Design Tip: Tailor messaging to reflect different motivations (e.g. CV building vs. giving back). Create space for reflection post-event.

Key Question: Why are they here—and did the role support that reason?

3. Commitment

Definition: Emotional attachment to the event or organisation over time (Lachance & Parent, 2020).

Design Tip: Offer returning volunteer pathways or tiered involvement (e.g. “veteran” badges, mentorship roles). Invite volunteers to shape next year’s event.

Key Question: Would they choose to do this again?

4. Sense of Community

Definition: Feeling of shared identity and common purpose with other volunteers (Lachance & Parent, 2020).

Design Tip: Use uniforms, daily briefings, social spaces, and storytelling to build cohesion. Recognise contributions publicly.

Key Question: Did they feel like part of something bigger than themselves?

CONCLUSIONS

Volunteers are more than a resource—they’re a relationship. And like any relationship, it requires care, clarity, and mutual respect.

For too long, the events and festivals industry has leaned on the assumption that volunteers will always show up. But that’s changing. Today’s volunteers are more discerning. They want impact, not just involvement. Purpose, not just participation. And if events can’t offer that, they’ll go elsewhere—or opt out entirely.

Erik’s research makes one thing clear: the volunteer experience is not a by-product of event delivery—it is a product in itself that is worth investing in. And when designed well, it doesn’t just support events—it multiplies their value. It fuels civic engagement, strengthens community ties, and nurtures the next generation of industry professionals.

But if events continue to ignore volunteer needs, treat people as disposable labour, or rely on goodwill without giving anything back, they’ll find themselves facing a recruitment cliff—and a potential reputational crisis.

This is a call to shift from extraction to exchange, to treat volunteers not as helpers but as human beings whose experiences matter, and to realise that designing meaningful volunteer journeys isn’t a luxury. It’s a leadership imperative.

Because in the end, the future of events doesn’t rest on the stage, the headline act, or the sponsor. It rests on the people who give their time and energy often for free to make the whole thing possible: the volunteers.

“The volunteer experience is not a by-product of event delivery—it is a product in itself that is worth investing in.”

PRACTICAL ACTIONS

1. Start With the Why: Understand Volunteer Motivations

Not all volunteers are driven by the same goals. Some want experience for their CV. Others want to support a cause, build relationships, or simply be part of the action.

  • Action: Use pre-event sign-ups or short surveys to identify key motivations.

  • Tip: Offer diverse roles aligned with different reasons for volunteering—from front-of-house to behind-the-scenes support or digital roles.

Why it matters: When people feel that their “why” is understood and honoured, they’re more likely to stay engaged and return.

2. Design the Volunteer Journey with Intention

Just like audience experience, the volunteer experience can be mapped, managed, and improved.

  • Action: Plan the full journey—from recruitment to induction, training, in-event support, recognition, and follow-up.

  • Tip: Include moments of connection (e.g. social mixers, team huddles), surprise (e.g. unexpected thank-you notes, informal check-ins by event leaders), and pride (e.g. showcasing volunteer impact stories, celebrating a shared identity and common purpose).

Why it matters: Volunteers aren’t just helping—they’re forming memories and opinions. Make those moments count.

3. Invest in Real-Time Support and Debriefing

Volunteers often face unclear roles, under-resourcing, or overwork. Without feedback loops, small problems become major turn-offs.

  • Action: Assign volunteer coordinators to check in during shifts. Offer safe spaces to share challenges post-event.

  • Tip: Capture feedback through simple digital tools and act on what you learn.

Why it matters: Volunteers are more likely to return when they feel heard—and when issues get resolved quickly.

4. Measure What Matters

Move beyond headcounts. Track satisfaction, retention, and future intent to volunteer.

  • Action: Use short, targeted surveys post-event to understand how volunteers experienced their role.

  • Tip: Pair quantitative results (e.g. satisfaction scores) with qualitative stories to inform future design.

Why it matters: Without data, you’re guessing. With it, you’re building a program that grows the volunteer experience with every event by harnessing data-driven decision making.

5. Reframe Volunteering as Exchange, Not Extraction

Volunteering isn’t free—it just pays in different currencies. Time, energy, and emotional labour are real costs. Give back accordingly.

  • Action: Provide credentials, certificates, skills endorsements, and/or future career opportunities. Share stories of volunteer impact with the broader public.

  • Tip: Highlight how volunteering at your event supports job pathways, networking, and social value.

Why it matters: Reciprocity builds trust. And trust is the foundation of any successful volunteer program.

Volunteers aren’t liabilities to manage—they’re leaders in the making. Treat them that way.

Designing better volunteer experiences sounds simple—but the reality is far more complex.

Many event organisations operate with lean teams, tight budgets, and high turnover. Volunteer coordinators are often part-time or last-minute hires, lacking the training or time to implement nuanced experience design. In small-scale or pop-up events, even gathering basic feedback can be a challenge.

There’s also a cultural hurdle: some organisers still view volunteering as a favour received, not a relationship to nurture. That mindset can limit investment in systems, training, or long-term planning.

And finally, volunteer diversity—across gender, age, background, ability, and motivation—means there’s no one-size-fits-all solution. What delights one group may alienate another.

That said, none of these barriers are insurmountable. Starting small, listening carefully, and applying even a few of the principles from Dr. Lachance’s framework can yield big results. Better volunteer experiences aren’t a luxury—they’re a necessity. And they’re entirely within reach.

IMPLEMENTATION CHALLENGES

REFERENCES

Lachance, E. L., Thompson, A., Bakhsh, J. T., & Parent, M. M. (2022a). Understanding changes in sport event volunteers’ motivation, satisfaction, commitment, and sense of community: Evidence from a pre-post event design. Event Management, 26(8), 1727-1743. https://doi.org/10.3727/152599522X16419948694801

Lachance, E. L., Thompson, A., Bakhsh, J. T., & Parent, M. M. (2022b). Volunteer retention: Examining intentions and behaviours in the wrap-up mode of a recurring small-scale sport event. Managing Sport and Leisure, 30(1), 127-143. https://doi.org/10.1080/23750472.2022.2147859

Bakhsh, J. T., Lachance, E. L., Thompson, A., & Parent, M. M. (2021). Outcomes of the sport event volunteer experience: Examining demonstration effects on first-time and returning volunteers. International Journal of Event and Festival Management, 12(2), 168-183. https://doi.org/10.1108/IJEFM-09-2020-0057

Lachance, E. L., Bakhsh, J. T., Thompson, A., & Parent, M. M. (2021). What predicts the sport event volunteer experience? Examining motivation, satisfaction, commitment, and sense of community. Event Management. 25(8), 721-738. https://doi.org/10.3727/152599521X16106577965107

Lachance, E. L., & Parent, M. M. (2021). Understanding the sport event volunteer experience in the implementation mode of the event lifecycle: An autoethnography. Event Management, 25(5), 501-519. https://doi.org/10.3727/152599520X15894679115556

Lachance, E. L., & Parent, M. M. (2020). The volunteer experience in a para-sport event: An autoethnography. Journal of Sport Management, 34(2), 93-102. https://doi.org/10.1123/jsm.2019-0132

AUTHOR(S)

Dr Erik L. Lachance - Post-Doctoral Research Fellow, Brock University (Canada).

Erik is currently a Post-Doctoral Research Fellow in the Department of Sport Management at Brock University in St. Catharines, Ontario, Canada. His research interests in events are specific to the volunteer experience in the context of sport events as it relates to the interrelated dimensions of satisfaction, motivation, commitment, and sense of community. To date, his event-related research on the volunteer experience has been published in Event Management, the Journal of Sport Management, Managing Sport and Leisure, and the International Journal of Event and Festival Management. In 2024, Dr. Lachance received the inaugural Professor Mathilda Van Nierkerk Emerging Events Scholar Award. 

Disclaimer
The views and insights expressed in this article are those of the author(s) and reflect their research and professional expertise. They do not represent the views of the Centre for Events & Festivals CIC or its partners.