Characteristics that predict volunteer retention and fundraising in community‐based challenge events

The financial viability of many not-for-profit organisations is linked to community fundraising by volunteers. This study explored predictors of volunteer retention and fundraising performance in relay for life (RFL), an international volunteer community-based cancer fundraising event. A self-report survey completed by 1298 RFL volunteers (24% response) assessed: satisfaction with volunteering; organisational commitment; psychological sense of connection; motives; social norms; capacity to volunteer as in perceived behavioural control and barriers to volunteering; satisfaction with community; behavioural intention. Primary outcomes were return participation in RFL and funds raised. Returning volunteers reported higher perceived behavioural control and satisfaction with community. Indirect effects through age-moderated intention-to-return were higher satisfaction with volunteering; organisational commitment; psychological sense of connection; capacity to volunteer. Funds raised were higher in teams with volunteers who were older, strongly committed to the organisation and motivate to fight cancer; with low interest in social/entertainment. Strategies to nurture the volunteer-organisation relationship and enhance volunteer capabilities may be most crucial for event success and long-term viability.