The purpose of this study was to add to our understanding of the motivations toward service among college students, to get a clearer sense of how students choose their service involvements, and to better understand the learning outcomes from service involvement during college. Findings indicated differences in how students spoke about their service and learning outcomes based on gender, hours of service, and year in college. Implications of research findings include recommendations for marketing of service opportunities to students, involving students in service early in their college years, and expanding and centralizing service as a core mission of the college or university. (Contains 10 tables.)