Attracting volunteers in a multicultural society - managing heterogeneity of volunteering motivations by integrated market structure analysis

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Volunteer work generates $42 billion yearly for Australia. However, volunteer-based organisations increasingly face recruiting problems, especially in culturally diverse regions. This project aims at gaining understanding of the volunteering market structure in a multicultural society to enable customized targeting of community subgroups. This will lead to more efficient recruitment strategies and strengthen the volunteering sector to the benefit of Australia. Wollongong City Bushcare will act as Industry Partner because it represents a broad community-based volunteering organisation in a highly multicultural region, and has repeatedly failed to attract volunteers from particular subgroups, thus recognizing the necessity of understanding community subgroups' values and possible volunteering motivations.