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

志愿者工作每年为澳大利亚创造420亿美元的收入。然而，以志愿者为基础的组织越来越多地面临招聘问题，尤其是在文化多元的地区。本项目旨在了解多元文化社会中的志愿服务市场结构，以便对社区子群体进行定制化定位。这将导致更有效的招聘策略，并加强志愿服务部门，使澳大利亚受益。Wollongong City Bushcare将作为行业合作伙伴，因为它在一个高度多元文化的地区代表了一个广泛的社区志愿组织，并且一再未能吸引特定子群体的志愿者，因此认识到了解社区子群体的价值观和可能的志愿动机的必要性。

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.