Volunteer management in arts organisations: a case study and managerial implications

Through highlighting best practice, this paper aims to assist those involved in theatre management in forming effective strategies for recruiting and retaining theatre volunteers. It uses a case study approach to examine the recruitment, management and retention strategies adopted by a provincial theatre in the United Kingdom. Data were collected through in-depth key informant interviews and through observation of volunteers at work at the theatre. The data were analysed using the Volunteer Life Cycle. Effective marketing strategies and volunteer management enabled the organization to successfully recruit volunteers and move the volunteer through the stages of the Volunteer Life Cycle to the development of a committed volunteer. Findings indicate that the success of the organization in managing its volunteers is dependent on the relationships established and developed between the volunteer and the organization. Managing these relationships is as important to theatre management as recruiting volunteers.