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CHAPTER TEN RECOMMENDATIONS

Introduction

• This chapter lays out our recommendations based on findings relating to the following issues:
• the methodological performance of the volunteering suite of questions in the 2005 Scottish Household Survey
• propensity to volunteer by socio-demographic characteristics
• intensity of volunteering
• attractions and barriers to volunteering.

Methodological Performance of the Volunteering Suite of Questions

• Based on our analysis of the volunteering suite of questions in the 2005 Scottish Household Survey, we have made the following recommendations relating to the performance of this suite of questions.

Recommendation 1

• We recommend that further research is carried out to analyse whether or not asking individuals to specify first the organisations they have helped, rather than the more general activity they have participated in has an impact on rates of volunteering reported. In our qualitative research, when talking about types of types of activity, we found that many people who identified themselves as non-volunteers had actually volunteered in the past.

Recommendation 2

• Our analysis provides rationale for the following suggested changes to the format and structure of the volunteering suite of questions in the SHS:
• removing the 'no regular hours' category when asking about length of time spent volunteering. This category was removed for the 2006 SHS.
• asking non-volunteers and current volunteers (as well as lapsed volunteers) about attractions and barriers to volunteering. This change has been made in the 2007 SHS.
• asking all respondents about the qualifications they hold, rather than only those aged from 16 and not retired, to gain an accurate picture of the qualifications held by volunteers in Scotland. This change has been made in the 2007 SHS.

Prevalence of volunteering and propensity to volunteer by socio-demographic characteristics

• Our analysis of Scottish Household Survey data confirms that the key groups identified in the Scottish Executive's Volunteering Strategy (2004) amongst whom it would be beneficial to encourage a higher level of volunteering are less likely to volunteer than society in general.
• Disabled people are less likely to volunteer than those without a disability.
• Unemployed people are less likely to volunteer than those who are self-employed, employed full or part-time, or retired.
• Young people aged between 16 and 24 are significantly less likely to volunteer than those aged between 35 and 74.
• People living in the 15% most deprived neighbourhoods in Scotland (according to the Scottish Index of Multiple Deprivation) are less likely to volunteer than those living in more affluent neighbourhoods.
• People with no formal qualifications are less likely to volunteer than those with qualifications.
• Based on the findings of our quantitative and qualitative research, we can make the following recommendations with the aim of engaging disabled people, unemployed people and young people in volunteering to a greater extent.

Recommendation 3

• Within the 15% most deprived areas in Scotland, efforts to promote volunteering should be focused particularly on disabled people, unemployed people, young people and those lacking in formal qualifications.

Recommendation 4

• Disabled people should be encouraged to volunteer by emphasising that opportunities to fit their capabilities are available and that they can do as little or as much as they like.

Recommendation 5

• Unemployed people represent a largely untapped pool of potential volunteers that should be targeted and specific efforts undertaken to demonstrate the potential benefits to them of volunteering (such as improved employment prospects)

Recommendation 6

• Efforts to increase understanding among young people of the opportunities offered by volunteering should be made.

Recommendation 7

• To attract people lacking in formal qualifications into volunteering, awareness should be raised among this group that volunteering is for everyone, regardless of the qualifications that they hold, and that it is even possible to gain qualifications through volunteering.

Intensity of Volunteering

• Our analysis found that the largest proportions of volunteers volunteer about once a week or several times a week and that in 2005 the average number of hours spent volunteering per month was 12.8.
• Intensity and frequency of volunteering is similar among all volunteers regardless of gender, economic status or age.

Recommendation 8

• On average, volunteers give up around three hours per week to volunteer. We suggest that these findings should be used to reassure those people who are currently reluctant to volunteer because they fear an excessive time commitment. Such people may be encouraged to volunteer if they were aware that they could do so for only one afternoon or evening per week.

Attractions and Barriers to Volunteering

• Our research found that volunteers are often motivated to volunteer through a desire to help their community and/or to help people experiencing a situation, problem or condition which has been experienced by the volunteer him or herself, or by a friend or family member. The effect of personal experience on motivation was strong.
• In addition, analysis of Scottish Household Survey data found that a relatively large proportion of former volunteers would be encouraged to volunteer again if they could fit it round their other commitments, a finding that is supported by qualitative research.
• We also analysed the barriers that prevent or discourage people from volunteering. These include a lack of time and a lack of understanding of what volunteering involves. To attract people to volunteering and to help overcome barriers people face to volunteering, we recommend the following.

Recommendation 9

• The Disclosure Scotland process should be simplified - for example, removing the need to apply for a separate disclosure check for every voluntary position applied for, but, rather, introducing a single disclosure check valid for any position that must be updated after a certain period of time. This is an issue that is currently being addressed by the Scottish government.

Recommendation 10

• Efforts should be made to raise awareness of volunteering opportunities, what they involve and how people from all walks of life can make a contribution. It should be stressed that the time commitment undertaken through volunteering can be flexible - for example, volunteers can volunteer for as much as several hours per week or as little as one day per year.

Recommendation 11

• Workplaces may be an effective intermediary through which to raise awareness of volunteering and encourage non-volunteers to volunteer

Recommendation 12

• Individuals should be made aware that, by volunteering, they can help people who are in a situation or who suffer from an illness experienced personally by themselves or by a friend or family member

Recommendation 13

• People may be reluctant to put themselves forward to volunteer but may be more likely to do so if they are asked directly by somebody known to them.

Marketing Strategy

• Several of our recommendations above relate to ways in which volunteering could be marketed to groups identified as target groups in the Scottish Executive's Volunteering Strategy.

Recommendation 14

• Based on the above, we recommend that the Scottish Executive develops a comprehensive, co-ordinated and coherent marketing strategy, making use of a range of methods and media, to:
• increase understanding of volunteering and what it involves among its target groups
• promote volunteering among its target groups.
• The strategy should identify key attractions and barriers to volunteering that are common to most or all of the target groups. For example large proportions of people across all age, gender, economic status, income and urban/rural classification groups are likely to be encouraged to volunteer if they can help individuals who are in a similar situation to one experienced by themselves or by a friend or family member (see recommendation 12). The strategy must ensure that all groups are made aware of this, as it appears to be a 'hook' that has the potential to act as an incentive to volunteer to a wide range of people.
• Similarly, our research identified a lack of understanding among some non-volunteers of what exactly is involved in volunteering (see recommendation 8). For example, participants in our research expressed a perception that volunteering has the potential to make excessive demands on their time. However, our quantitative analysis found that volunteers give up only three hours per week on average to volunteer. The strategy should ensure that this finding is used to demonstrate that volunteering can make relatively little demands on an individual's time.
• The strategy is likely to involve several campaigns, each targeted at a distinct target group and tailored to the needs of that group. Each target group values certain benefits of volunteering above others. For example, the development of skills relevant to employment that can be gained through volunteering is likely to appeal to unemployed groups more than others. Similarly, as demonstrated by this research, some barriers (mental, physical and/or financial) to volunteering take on a greater magnitude in the eyes of some groups than others while certain barriers are shared by more than one target group. The strategy should bear these benefits and barriers in mind to tailor the messages communicated to each target group in each campaign.
• The findings of this research and other pieces like it should be consulted to inform the strategy. In addition, any lessons learned from previous marketing campaigns linked to volunteering, such as Project Scotland, should be identified and taken on board.
• In particular, our research has revealed lessons that should be taken on board when raising awareness of and promoting volunteering among the following target groups:

Disabled people: a marketing campaign directed at people who are long-term sick or disabled should be sensitive - stressing that opportunities to fit their capabilities do exist, but that it is acceptable to do as much or as little as they want, and that they will not be blamed if they are forced to give up volunteering.

Unemployed people: 86.5% of unemployed respondents do not currently volunteer. However, they are significantly less likely than the survey as a whole to say that nothing would encourage them to volunteer, and have plenty to gain from volunteering in terms of improving their employment prospects. Therefore, our findings suggest that unemployed people represent a potential pool of volunteers that is largely untapped at present. This group of people were likely to say they would be encouraged to volunteer if they could afford it. Consequently, offering higher allowances, and paying for expenses such as transport, lunches, clothes and childcare may encourage this group to volunteer. It may also be beneficial to stress the fact that volunteering does not necessarily affect the level of benefits an individual receives.

Young people: The benefits that this group can gain from volunteering, such as improved career prospects, must be emphasised. It should be noted that activity in this area is already underway. Project Scotland, a programme launched in 2005, is designed to attract people aged 16-25 to volunteering and stresses the benefits of doing so, such as improved career prospects.

People lacking in formal qualifications: It should be made clear to this group that everyone can make a contribution through volunteering, regardless of their qualifications, and that it is possible to gain qualifications through volunteering.

• The methods used to communicate with each group should be tailored to the preferences and habits of that group. For example, a charity or other organisation that works with disabled people may be an effective intermediary for reaching these people directly by making group visits or presentations. 'Direct marketing' methods such as including promotional material in newspapers read by the target group may also be useful. Further research should be undertaken to determine the most effective means of reaching each target group.
• It is important that the effectiveness of the strategy is evaluated in terms of, for example, its success in raising awareness and understanding of volunteering among its target audiences and in motivating individuals to show an interest in and take part in volunteering.
• Overall, it is our sense that differentiated and clearly targeted marketing campaigns, guided by an overall strategy, to increase understanding of volunteering and what it involves among the Executive's target groups is required in order to achieve the aims laid out in the Scottish Executive's Volunteering Strategy. Other organisations, such as Volunteer Development Scotland, are clearly active in this area and could contribute to the development of a marketing strategy.

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