Volunteering

Levels of Institutionalisation of Volunteering

Volunteering in the round

What’s happening to volunteering? It’s an oversimplification to say volunteering is becoming increasingly institutionalised. However, something is definitely afoot.

In this post, I’m going to try and break down what this process of institutionalisation of volunteering might mean.

I think it’s possible to identify different levels so I’m going to present six possibles.

Whatever the case, what’s happening to volunteering is complex.

Institutionalisation covers a lot of ground. It’s important to see it as a continuum. In the middle of the process it’s hard to categorically say whether this or that kind of volunteering is “institutionalised”. At the extremes, it tends to get clearer.

Institutionalisation is also a gradual process. It’s been developing over many decades, if not centuries.

Looking at the kinds of volunteering around today, the picture is clearly very mixed. The extent to which institutionalisation of volunteering is happening, probably depends on more immediate factors like the nature of the volunteering in question and the scale on which the volunteering is taking place.

Setting out the levels can be useful to help us better understand what’s influencing the development of volunteering today.

1. Networks – modes of giving (non-financial)

A key sign of institutionalisation is the shift away from giving to people we know, such as with one-to-one giving or communal giving that’s rooted in specific communities. With institutionalisation there’s a distinct shift towards giving to people we don’t know, through intermediaries like an institution such as the church, the state or an formally constituted organisation. In fact, as this aspect of giving has become more institutionalised, we’re often giving to people we don’t know, even after we’ve volunteered. For example, a volunteer giving blood will rarely know the specific individuals they are helping.

  • Give to people we know (communal or one-to-one giving) – direct reciprocity (level of a community)
  • Give to people we don’t know (via institutions, state, organisations) – indirect (generalised) reciprocity (level of a society)

This dimension of giving to strangers is an important feature of the institutionalisation of volunteering. Many definitions of volunteering deliberately exclude giving to relatives, the effect of this is to focus volunteering on the more institutionalised type of giving.

In the Giving Green Paper, we highlighted a number of schemes across the country which facilitate and promote sharing between people who may never have met before – for example, time banking and complementary currencies. [Giving White Paper - Cabinet Office, UK Government]

Mutualism and self-help which by most definitions are recognised as volunteering, tend to be based on a model of giving that’s more aligned to direct reciprocity. Close-knit, smaller scale communities where givers and receivers know each other and reciprocate in turn, are a far cry from the more institutionalised volunteering of giving to strangers, that’s behind most common usage of the term ‘volunteering’ today.

Indirect giving: service user and provider

There’s a growing assimilation culturally, of this principle of a more generalised reciprocity. The growth of this principle is connected to the development of volunteering where people frequently step forward to help those they don’t know. We don’t even expect to meet or get to know those we help directly. And if we do get to know them, we often assume there’s not a direct gift relationship between the service user and provider.

It’s ironic, but this change is often framed by the language we use. When it was introduced, the term ‘service user’ jarred with the notion of gift exchange where both participants are giver and receiver, both are users and providers.

It’s the norm that the giver doesn’t expect the receiver to be able to help them in the future and reciprocate. The rise of the concept of social capital is an attempt to quantify this proliferation of generalised reciprocity, driven partly by the development of volunteering.

Institutionalising reciprocity: filling the tangibility gap

The growth of giving on the web has reopened this discussion about these different kinds of reciprocity: direct and indirect, in human relationships. Technology seems to offer new ways to render reciprocity more tangible, something policymakers aspire to. When a reciprocal relationship is direct the impact is usually very tangible. Tangibility has become an issue because of the push to more indirect forms of reciprocity, behind this is the trend for greater institutionalisation. It feels like we turn to institutionalisation to fill this tangibility gap.

Online communities are opening up new opportunities to forge ‘giving’ networks across and beyond societies in new and different ways. Much online giving in this way has challenged the presumption that giving will become increasingly institutionalised. The rise of the language of participation presents a renewed challenge to the presumed dichotomy between user and provider.

Online communities either provide new ways for givers to connect with receivers and reciprocate, or it enables gift economies to scale without the need for formal and traditional intermediaries such as a charity, state agencies or religious entities.

2. Resources – financial capital

The next level is understanding the growing importance of financial resources in enabling volunteering to take place. Volunteering that’s financed through free (libre) donations (without strings attached) is not institutionalised. Often these donations are small gifts in kind, where it’s the volunteers themselves who pick up the costs incurred as part of their volunteering. However, the greater the operational costs and the bigger the need for financial certainty, the more institutionalisation is on the cards. It becomes a cycle: growing volunteering, requires more resources, which in turn require higher volunteering outputs, which down the line need yet more resources.

Volunteering at scale often requires an investment that needs to be resourced by mechanisms such as:

  • grants that are formally agreed,
  • service contracts that are commissioned,
  • services that are purchased/transacted, or;
  • funds restricted to a particular charitable purpose

While these costs are diffuse and low level, volunteering activities remain largely uninstitutionalised. However, as costs and scale of demands increases, so does the pressure to institutionalise the volunteering doing the heavy lifting. Moreover, there’s often pressure institutionalisation creep from those entities that agree to bankroll the development of volunteering.

  • Volunteering as an end in itself – financed by free/libre donations not linked to actions (generalised)
  • Volunteering as a means to an end – financed by commission, contract or transaction – linked to actions (particular)

Over time, these different models of funding, whether by grant or by commission, seep into the way we talk and think about volunteering. For instance, describing volunteering as a currency (see complementary currencies as referred in the Giving White Paper), a type of gift exchange or means of achieving an organisation’s mission. These developments are a direct response to the changing nature of the way volunteering is financed. This growing requirement to finance volunteering at scale, has led to greater institutionalisation.

Scaling and distribution of volunteering

Once again, the web presents opportunities to rethink this model by reducing the costs of scaling volunteering, distributed giving and linking the giver with receiver. These elements effectively counter the trend towards approaching volunteering a means to an end. If the same scale of volunteering impact can be achieved through distributing the workload across a network of volunteers, there’s the prospect of new funding models where the burden of funding volunteering can also be distributed. Currently, the ways in which these models can be applied to volunteering is being explored, but it offers a possible route to funding high-impact volunteering in a less restricted, less institutionalised manner.

Where volunteering activities are primarily financed by libre donations that are unrestricted, volunteering can afford to be primarily an end in itself. However, as funding begins to become increasingly tied to more and more specific outcomes and deliverables, so volunteering becomes primarily thought of as a means to an end, and takes on the feel of greater institutionalisation. Institutionalisation, after all, comes about largely because it is a means to an end.

3. Aims: rights and duties

Volunteering as a gift relationship is built on the twin ingredients of freedom and impact: positive personal freedom and beneficial social impact.

The motivation for volunteering can be explained in terms of rights and duties. On a very simple level, volunteering balances the right of the individual to be able to freely give as they wish, with the acceptance of the duty to bring about beneficial social impact. All volunteering activities are a mixture of these two principles in varying amounts.

  • Volunteering as a way to give as you wish (rights-based)
  • Volunteering as a way to achieve socially beneficial outcomes (duty-based)

Volunteering that’s low level and on a short time scale, may often not be able to demonstrate tried and tested impacts. However, they have enormous value in that they are based on people freedom to respond to needs they identify and wish to tackle. At the same time, it’s this kind of volunteering that tends to be less institutionalised.

On the other hand, volunteering activities as they become more established and embedded in a community, engender a duty to maintain and support this work on the part of its volunteers, where the beneficial impact is a matter of record.

An example of a voluntary activity that has become thoroughly institutionalised over many years after becoming a key civic duty is jury service. In ancient Greece, jurors were selected from volunteers. Today, it is barely recognisable as a volunteering activity, given the sanctions available to the state to enforce it. However, it is still a service with no pecuniary reward to the individual carrying out their duty and responding to their jury summons. The juror takes an oath to give “a true verdict”. As such, this is still a giving activity of sorts, but one so weighted towards duty that it has become profoundly institutionalised. Despite its historical roots, it is no longer volunteering in any meaningful sense.

History is full of these kinds of examples where voluntary action has emerged out of the liberty to respond to a social need, and once established has become a question of service and civic duty. From the police to firefighters, from the military to medics, from holders of political office to religious leaders. Each have very distinct histories. All though show how volunteering can become institutionalised over time, by making the transition from individual responses to immediate need, through to an acceptance of an established duty.

4. Ethos: culture of volunteering

As volunteering becomes more institutionalised it is increasingly possible to codify and articulate the ethos and moral values central to it.

  • Amateur: uncodified ethos, unorganised labour, unrestricted access to the labour market (no regulated training and qualifications)
  • Professional: codified ethos, organised labour, restricted access to labour market (regulated training and qualifications)

The term volunteering is value-laden. However, these values whilst they remain uncodified are a matter of individual preference and public debate. Once they become codified, there is a body that is credited with the authority to adjudicate and make substantive decisions about what that ethos is. It’s no longer simply recommended good practice, it’s enforceable practice.

As institutionalisation progresses, this authority restricts access to the labour market by enforcing sanctions and upholding quality standards. For example, the General Medical Council can decide which medical practitioners are registered, while Ofsted can decide which childminders are registered to provide childcare. Professional bodies can organise labour to leverage political and economic power to achieve its strategic objectives. Qualifications and training are no longer simply added value, they become the minimum requirement to entry.

At this point volunteer management has a body of knowledge and different professional codes exists around the world, there are no professional qualifications that serve as a minimum requirement. There are more and more people who see themselves as volunteer managers, knowledge of ethical codes and professional standards is not high.

5. Structure: formal and informal volunteering

How volunteering activities are structured is one of the most obvious and explicit forms of the institutionalisation of volunteering.

  • Informal: individuals, groups and unconstituted associations (subject to general law)
  • Formal: (formally constituted) organisations, charity, state, corporations, companies (subject to specific law)

There is a clear range of structures starting with individuals on their own and groups that are completely unconstituted, right through to other structures such as charities, companies and state agencies that are formally constituted and legally recognised. These more formal structures provide legal and bureaucratic frameworks in which volunteering takes place. Formal volunteering is in this sense closer to being institutionalised.

6. Need: Services

Volunteering provides services addressing the needs of the people using these voluntary services.

  • Particular: volunteering that addresses the needs of a specific community
  • General: volunteering that addresses the needs of all society

There is a range of these needs from those providing ‘particular’ services, to others providing ‘general’ or ‘universal’ services. Volunteering activities have traditionally been understood as adding value to public services. The difference has to do with the how widely those services are understood to hold moral responsibility to those in need and be publicly accountable to them.

Services that aim to provide particular services to specific users, have a limited moral responsibility to a specific community. However, over the last 50-60 years in the UK, public services have traditionally been delivered by the same agency (the state) that accepts this broader moral responsibility to all those in need across the whole society (whether that extends just locally or nationally).

An example might be the difference between the UK Neighbourhood Watch network and the police. Neighbourhood Watch provides a service in particular communities where people volunteer. The police service takes on a more general responsibility across all society in the UK. While Neighbourhood Watch might be able to reasonably argue their accountability is restricted to where they’re present, the accountability of the police is much broader, i.e. they’re an institution. The greater this moral responsibility and accountability of voluntary services extends, the closer it comes to institutionalisation. Another interesting case in point is the relationship in the UK between the RNLI’s (voluntary) search and rescue responsibilities and the responsibility of the Maritime and Coastguard Agency (state).

The policy ideas floated along with the Big Society have courted controversy precisely because they seek to shift the moral responsibility of voluntary services from limited sections of the community, to taking on moral responsibility for the needs of society as a whole. For example, while a voluntary services might in the past seek to add value by filling the gaps not met by public libraries, now voluntary services are aiming not just to fill the gaps, but to take over the public library itself. Once it does, it takes on a wider moral responsibility for all users needs. In addition, volunteering is positioning itself as a means to an end and angling for commissions to deliver specific services. This all adds up to greater institutionalisation of volunteering.

Conclusions

So how can we identify institutionalised volunteering? Why would we want to?

This is not about oversimplisticly labeling institutionalised volunteering as bad, and volunteering that isn’t institutionalised as good.

It’s about fighting for a balanced approach to volunteering that includes both volunteering that’s institutionalised and volunteering that’s not. Neither is necessarily better than the other.

In practical terms we need to encourage:

  • Policymakers to address volunteering in the round, and not just focus on an institutionalised outlook of volunteering and giving
  • Researchers need to spend more time to understand and analyse the complex relationship between volunteering and institutionalisation
  • Those working and volunteering in the voluntary sector need to develop networks and resources that span the whole of the volunteering sector
  • Those in the media need to discuss and communicate a more rounded version of volunteering that includes both the non-institutionalised and the institutionalised aspects of volunteering

Towards the state’s sphere of influence

Different volunteering projects, programmes and initiatives may fit one or more of the six levels of institutionalisation outlined above. However, it’s interesting to note how these factors stack up. In particular, how as volunteering leans towards institutionalisation, it’s also in many ways more within the sphere of influence of the state.

For example, with institutionalised volunteering the following factors prevail:

  1. Volunteering that’s oriented to a mode of giving that’s based on indirect reciprocity
  2. Volunteering that’s financed through exchange/transactions such as commissions, agreements or contracts, and as such, is developed as a means to achieving a specific end
  3. Volunteering that’s well established and fosters volunteers primarily by appealing to their sense of duty or service
  4. Volunteering that’s developed within clear codified professional values and ethos
  5. Volunteering that takes place within the structure of formally constituted organisations
  6. Volunteering that aims to deliver services with a general remit and a sense of moral responsibility for the needs of society in general

Conclusion

Institutionalised volunteering is no better or worse than volunteering that’s not institutionalised. The reason for understanding this distinction is to ensure we maintain a broad approach and an open mind when considering different types of volunteering.

All too often, it’s the more institutionalised volunteering that attracts debate, resources and thinking. As a result, it’s this volunteering verging on institutionalisation that dominates when we think about developments in volunteering. In particular, it is certainly worth looking at whether this is due at least in part to the increasing influence of the state on the development of volunteering in the UK.

If we allow this one-sided view of volunteering to dominate, ultimately we’ll become more fragmented as a sector. If we learn to include these alternative approaches to volunteering, the development of volunteering in the future will be all the more rounded for it.

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Volunteering adding value to services taken away

There’s a mantra from volunteer management’s missing manual that’s often repeated. It goes something like this:

“the role of volunteering in public service delivery is to add value”

It comes with a caveat though: if no public service exists for volunteers to add value to, all bets are off. Up to now, that’s meant that volunteers that identify a social need (that no current public service meets), always have the last resort of mustering all the resources they can get their hands on and providing the service themselves.

New territory

This model of volunteering in public services built around adding value has developed over many years. In particular, the emphasis of adding value to established services seeks to avoid the spectre of volunteering roles substituting paid roles. Now with the Big Society we’re entering new territory. It’s a policy with the express aim of substituting public services that are publicly funded, with citizen-powered services that may be publicly and or privately funded.

As David Cameron restates in his recent defence of the Big Society:

“devolving power to the lowest level so neighbourhoods take control of their destiny; opening up our public services, putting trust in professionals and power in the hands of the people they serve; and encouraging volunteering and social action so people contribute more to their community”

Despite these kinds of references to how volunteering is at the heart of the Big Society project, it’s still not clear what it’s impact on volunteering will be. One defining feature of Big Society policy is how public service reform will impact on how we think about volunteering.

Too often this debate has been framed as two competing assumptions about whether volunteering and voluntary action are:

  • a ‘nice to have’ because they provide additional goods and services of public value; or,
  • a fundamental part of our society because they are the way we can access many public goods and services at all.

These competing visions of volunteering are nothing new, and actually aren’t really in competition at all. Despite how they’re often presented. Now with Big Society reform on the policy agenda it feels like there’s a new impetus to better understanding the tension between how these two visions intersect. Changing how these ways of approaching volunteering come together could mean a radically redefined sense of volunteering, not just in public service delivery, but beyond.

Volunteers complement and supplement

When I saw Janet Fleming citing the ‘adding value’ mantra in her post, “Placing a volunteer in a key role raises many issues” for the Voluntary Sector Network’s blog, it struck me just how this prevailing consensus about volunteering is being challenged by the current Big Society debate.

Fleming illustrated the thrust of her argument about volunteering at a senior level in an organisation by quoting the agreement between Volunteering England and the TUC:

  • The involvement of volunteers should complement and supplement the work of paid staff, and should not be used to displace paid staff or undercut their pay and conditions of service;
  • The added value of volunteers should be highlighted as part of commissioning or grantmaking process but their involvement should not be used to reduce contract costs;

This agreement highlights why the mantra about volunteers adding value has featured so prominently in thinking and practice in the UK over the last decade: job substitution. For many years the emphasis has been on ‘involving volunteers’ in the delivery of public services. For example, in 2003 the National Centre for Volunteering produced a report typical of the time called “Changing the Face of Social Services – Volunteers adding value in service delivery” (PDF). It provided guidance on good practice for involving volunteers in public services:

First of all, it’s important to decide if you actually want to involve volunteers. Try talking to peers and colleagues in other social services departments or NHS Trusts to help you make your decision. You’ll need to ask:

  • Are there specific projects or departments you’d like to involve volunteers in, and are there roles for them to complement your service?
  • How will they add value?
  • How will they help you to deliver your strategic plan and meet your objectives? [p.21]

In 2008, the Commission on the Future of Volunteering essentially reiterated this position, albeit in different tone, when it recommended that:

“…Where employers involve volunteers in their work, which many charities do as a matter of course. There is more scope for developing this in the public sector and, where it is delivering services on behalf of the state, the private sector (for example, care homes and prison services). The critical tests are that volunteers add genuine value and do not substitute for core service provision.” [p.11-12]

However, this position assumes we’re clear about what exactly ‘core service provision’ is. With Big Society and the very deliberate retrenchment of the state the official goal posts have moved. We’re now radically unclear about what current ‘core service provision’ is. In other words, where are the services and what future is there for the services that volunteers can add value to?

Big Society redefines volunteering

Big Society proponents appear to have another vision for the role of volunteers (otherwise known as citizens contributing to their community). Volunteers’ activity could well play a part in deciding where local communities draw the line between essential and non-essential services. Voluntary action may be both arbiter and agent- helping to decide what services exist and helping to carry them out too.

However, by giving volunteering such a double meaning risks politicising the act of volunteering to help with the delivery of local public services.

  • If I volunteer for a public service that’s no longer considered as ‘core service provision’ and has lost its funding, how will volunteering with the service impact on the professionalisation of that provision?
  • Will engagement of volunteers fill a short term gap in capacity to deliver a service? Or will volunteering with the service undermine the future case for scarce state funds?
  • Will the costs of volunteer management be recognised and met by local authorities contracting out services?

In such a highly charged atmosphere where the issue of what services are part of core provision is debated, the choice to volunteer may well have ramifications beyond the volunteering role itself.

Many proponents of the Big Society seemed remarkably relaxed about this fundamental change in our conception of volunteering in public services and its possible politicisation.

Lord (Nat) Wei, a recently appointed politician, seems more relaxed than most. His comment, “there is a myth that Big Society is all about volunteering” sought to downplay the significance of a key Big Society advisor within government cutting down on his own volunteering. His response to the furore surrounding the announcement about his new working arrangment, was symptomatic of the Big Society argument that we need to loosen certain established ideas about what volunteering is. Yet it’s striking just how little debate there is about what volunteering will be like in the Big Society given how fundamental it is to the policy.

Stakes are big

In Greater London Volunteering’s (GLV) Principles of Volunteering:

“Volunteer roles should enhance the activities of a charity or social enterprise, unless, and particularly in the case of wholly volunteer-led groups, it would otherwise fail to have sufficient staff resources to conduct its activities”.

This idea of volunteers either “adding value” to services or providing them as a last resort (volunteering to provide services that neither the public or private sector provide) needs to be joined up. How they’re joined is crucial because it reflects the delicate balance in the voluntary sector between empowering volunteers and fostering greater professionalisation. Badly managed volunteering can undercut the hard won and often fragile professional development of the voluntary sector’s workforce. The fine details of this issue seem lost on many Big Society proponents whose first reaction is to assume a professional voluntary sector is some kind of tautology brought about by misguided Big Governmentalists.

Public service reform

David Cameron insists that Big Society is not related to the cuts in public services. It may not be connected with the need to reduce the public deficit, but it seems a curious thing to argue that a reduction in funding for public services is not connected to the idea of the retrenchment of the state. The upshot of this retrenchment, cuts or no cuts, means that we’re entering a period where the Government is effectively changing the terms about which public services the citizen should expect the state to underwrite.

Public service reform is to be driven, in part, by voluntary organisations and charities involving volunteers and delivering services. To facilitate this, the Government back in December 2010 removed the Two-Tier Code on public sector service contracts:

“The Coalition Government has committed to opening up government procurement and reducing costs. It has also set itself the aspiration that 25% of government contracts should be awarded to small and medium-sized businesses.”

SME’s, social enterprises, charities, voluntary groups and staff owned mutual providers are all conceived of as potential providers of public services. With a Big Society Bank to help finance and capitalise new service providers. This bank will be funded by commercial banks on a commerical basis. Cameron has pledged that charities will be able to competitively bid for public service contracts.

Charities will have the opportunity to exchange grant-based income with contract-based income and commercial loans. It’s a process that would seem to encourage charities to view the volunteering they foster as a means to an end (delivery of the contract), rather than an end in itself. The story of the WRVS volunteer-run hospital tea-bar in St Albans Hospital (via Karl Wilding) that’s making way for a private franchise high street coffee shop, seems such a poignant example of this transformation in the way volunteering may well evolve in organisations that adopt more contract-based practices. Experience shows that when we lose sight of volunteering as an end in itself, all too often it becomes undervalued and expendable. Can the idea of volunteering as an end in itself persist against a backdrop of contracts?

Redrawing the line

The offering of service contracts is linked to the policy of ‘payment by results’. Core services funded by right will decline, replaced by services where providers are paid by the results they achieve. This means that there will be increasing uncertainty about the future of different public services. Libraries are a prominent and controversial example of the redrawing of that line.

The government was advised in a KMPG report (PDF) to implement “aggressively, consistently and systematically” a new policy of payment by results. When it comes to redrawing the line on what deserves public financial support, the report’s authors Alan Downey, Paul Kirby and Neil Sherlock, all KMPG partners, cited the example of public libraries:

“Local government should seek to devolve to the most local level possible and to encourage communities to take over services. One example would be libraries. Libraries face funding challenges – in that they are more discretionary than other services…”

The give away is that when the authors talk about “encouraging communities to take over services”, in the next breath they mention “funding challenges”. The retrenchment of the state is quite clearly about reducing the amount of money spent by the state. No bad thing. However, anyone in volunteer management knows it is a mistake to see volunteering as a cheap option. As Jayne Cravens has succinctly argued on her blog – volunteer empowerment can be about many things- but if the overriding driver is “saving money”, then volunteer-powered solutions are not the answer.

New perspectives on an old debate

And so this takes me to a final reflection about how those in volunteer management are often curiously polarised by this debate about added value. Whether volunteering should focus ‘adding value’ to already existing public services or whether volunteering’s real value is providing safety net services in the absence of other public services is a matter a considerable debate.

As the Big Society debate deepens and policy is enacted on the ground, the implications of this policy on volunteering come up against new questions.

  • Are we too locked into this view that volunteering is primarily about adding value when it comes to public service delivery?
  • Are we in danger of advocating volunteering for the sake of volunteering, rather than for the sake of service delivery?
  • To what extent is the Big Society forcing us to rethink the relationship between volunteers, voluntary sector professionals and public sector professionals?

Look forward to discussing these issues in the days, weeks and months ahead :-)

Update

Interesting link to report commissioned by the Community Development Foundation about volunteering in public roles (mapping civic activists to use their terminology) – it complemented the ongoing national evaluation of the Take Part pathfinder prog.

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Origins of the moral sense in volunteering

In Ian Hislop’s latest series on the BBC, “Age of the Do-Gooders” you can see the origins of the sense of morality that underlies our conception of volunteering today. He starts off with the question that he posits was the driver of this new moral sense in Victorian Britain: “What can we do?”

Isn’t this just the question that lies behind today’s volunteering?

Hislop starts off looking at the examples of this Victorian do-gooding through six individuals (paraphrasing from the BBC website):

  • William Wilberforce – his successful campaign to abolish slavery which was just one part of his campaigning (he also campaigned against duelling and helped found the RSPCA), gave a moral basis to this 19th century movement.
  • Robert Owen and his model mill town at New Lanark in Scotland
  • Thomas Wakley, founder of The Lancet, who exposed the fatal consequences of cronyism in the surgical profession
  • George Dawson, inventor of the civic gospel which inspired a generation of Brummies to take responsibility for their city.
  • Charles Trevelyan, who battled to make the civil service a meritocracy
  • Octavia Hill, a pioneer of social housing, despite her opposition to cash hand-outs or anything that might create a dependency culture.

Volunteering: social change one step at a time

The concept that William Wilberforce and others believed in was that rather than a tumultuous social revolution at the top (in the mold of the French Revolution), the idea was that social improvement could be arrived at one small step at a time and everybody could play their part.

It strikes me that this is the moral basis and driving belief that binds our sense of the importance of volunteering today.

Each of the examples that Hislop picks out, help tease out the many tensions and contradictions that we’re struggling with today in the way we approach our thinking about volunteering.

What is the social good we’re volunteering for?

Wilberforce puts the question, “what is the social good?”, at the centre of our sense of citizenship and moral responsibility to others. What defines volunteering as volunteering today is our sense of social good. If we’re not clear about what is a social good, we’re not clear what is volunteering. I think the idea of beneficial social impact is one of the two fundamental criteria as to what is volunteering. There are echoes of this in the public benefit clause in charity legislation.

Trading individual freedom for the greater social benefit- at what point does it cease to be volunteering?

Does volunteering need to be voluntary if the social good imperative is high enough? Robert Owen‘s actions highlights the contradiction of obliging citizens to do good for the benefit of themselves. Hislop cites the example of residents committees appointed to inspect the cleanliness of tenants in the housing Owen provided workers in New Lanark. Many critics said it was a paternalistic and autocratic approach, it was the absolute opposite of freedom.

In other words, it a a criticism that highlights the tension between moral imperatives (social good) and freedom. This is interesting as today we consider positive personal freedom and beneficial social impact to be at the heart of volunteering.

What are the moral standards that join the professional and the amateur?

Thomas Wakley wanted to democratise access to information about current medical knowledge. Wakley’s work founding the Lancet shone light on the importance of ethical standards, scrutiny and accountability for the work that was supposedly in the wider public interest. This centrality of moral standards provides the nexus for the values behind the professional and amateur sense of honour.

What is our personal responsibility to meet social needs?

George Dawson – don’t ask what you can do – ask what more you can do. He was a believer in civic virtue. The civic gospel he developed was about being proud in your community and thinking about what you do for others in your community. Dawson’s questions go to the heart of our current soul searching about volunteering’s call to action- what responsibility do I have to contribute to remedying of the social needs of those around us.

Professional servants of the wider social good

Charles Trevelyan asked the question of the link between public service and the civil service. Seems to be something Cameron is harking back to with his phrase a civic service rather than a civil service. Cameron said in July 2010:

“I hope that over time, we can start thinking of civil servants as civic servants because all of you do the jobs you do because you care about the future of this country.

“And I hope we will have a permissive regime, where if you are taking part in the Big Society, you are involved in a project in your local community, or in a volunteering activity, that is something your workplace will actively encourage.”

Trevelyan’s callous line on the Irish famine where he blamed Irish families for the famine, underlines the moral controversy of basing actions on perceived social good.

For example, he described the famine as:

“The judgement of God sent the calamity to teach the Irish a lesson, that calamity must not be too much mitigated. …The real evil with which we have to contend is not the physical evil of the Famine, but the moral evil of the selfish, perverse and turbulent character of the people”.

While morality can provide a powerful driver for social change, it can also lead to the blaming of the victims of misfortune themselves if they don’t respond to the call to action and volunteering, branding them authors of their own problems.

I remember in a previous role in community development how the call to volunteer could easily become a double-edged sword. Those who volunteered would be generally praised, but it could equally lead to those who failed to respond to the call to be disparaged in the eyes of their peers. So the case of Charles Trevelyan reminds us that moral drivers can often also lead to social inaction or harmful social impacts, just as they can to beneficial social action.

It’s interesting to juxtapose this view with that of Robert Owen who believed in education and labour reform because it was the environment that people lived in that affected their life chances.

Honour and dignity between the servant and the served

Octavia Hill‘s experience highlights the issue of the relationship between the volunteer’s providing public service and those benefiting from the public service. Hill worked to improve what we now describe as social housing- not least through making the relationship between tenant and landlord more personal and professional along the lines of social work. Hill is widely credited with founding modern social work. This relation is all about finding the balance between one which is overly formal (rigid, inflexible,cold) and that which is overly informal (confused,biased,subjective).

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Volunteer- what’s in a word?

This post started as I got sucked into using Google Labs’ Ngram Viewer- a tool that offers visual representations of the usage of words in books published going back 500 years ago.

Let’s put the statistical complexities to one side for a moment, what makes this fascinating is that it offers us a kind of visualisation where words become proxies for all sorts of concepts and actions in our culture/s. For example, take this ngram below.

Information – Data – Knowledge

The blue line is ‘information’, red line is ‘data’, and the green line is ‘knowledge’ and their level of usage in books since the year 1700.

For sure, there are different ways of interpreting this graph. One might be that while our perception of the amount of information seems to be increasing over the centuries, knowledge is relatively constant. A pithy summary might be that: more information (and data) does not necessarily lead to more knowledge.

It occurred to me that it might be fun to check out what ngrams tell us about how our use of the word ‘volunteer’ has evolved.

So first up is the word ‘volunteer‘.

Volunteer

It shows the growth of the use of the word ‘volunteer’. First, it bares out the historic use of the word volunteer in a military context. The peaks coincide with major wars that affected the English-speaking world: Napoleonic wars in early 1800s, American Civil War (1861-65), First World War (1914-18) and to a lesser degree the Second World War.

This decline in usage seems to suggest that already by the Second World War, the word volunteer was losing its distinctive and overriding military meaning. In addition, what’s striking is how usage of the word has steadily increased since the Second World War.

It points to the fact that we at a historic high in usage of the word volunteer.

Up to now it was only possible to look at trends through Google data on searches. This shows that the use of the word ‘volunteer’ has been pretty static. If anything, it’s gone down a little bit.

What’s interesting with the Ngram Viewer is that it holds out the possibility to get more historical perspective on the use of the term ‘volunteer’.

We know from sources across the centuries that the word ‘volunteer’ was used almost exclusively in a military context (particularly at sea). A cursory Google Book search bares this out with some publications about volunteering in the 19th Century.

A look at the records from the Old Bailey that include transcriptions of verbal testimony during trials between 1674-1913 gives more of a flavour of this. In particular, it offers a vivid insight into how the word ‘volunteer’ was used in spoken English many, many years ago.

Here are some typical examples:

“John Breams, The Younger Brother, was Condemned for the same Murther of Henry Hutton. He denied not that the dead person was run through by him; He was a Volunteer in the Sea-service very lately; He said that he did heartily repent, that he was drunk when he committed the sin of Murther…”

- A True ACCOUNT of the BEHAVIOUR, CONFESSION, AND Last Dying SPEECHES Of the Criminals that were Executed at TYBURN, On Wednesday the 20th of December, 1693.

“His character was exceeding good; he suttled for the camp both at home and abroad; he never was punished neither at home nor abroad, to my knowledge; he is in the same regiment with me, but not in the same battalion; he went a volunteer into another, when the volunteers went abroad, and he was of very great service to us abroad; he has a family, and has endeavoured hard to bring them up.”

- William Chamberlayne, Theft > grand larceny, 5th April 1758.

“He had before told me, that he was a native of Hampshire, but of a French descent, as he believed; was under 24 years of age; that his father was a gentleman; but both his parents were dead. He was enter’d a volunteer on board the Fougueux man-of-war, when eight years of age, at 17s. 6d. a month, and walk’d the quarterdeck; he was afterwards midshipman aboard the Bristol, three years; then in the Antigua sloop, two years and upwards; then in the Nassau, six months; in which he returned from the West-Indies, and was paid off at Chatham.”

- THE ORDINARY of NEWGATE’S ACCOUNT of the Behaviour, Confession, and Dying Words OF FIVE MALEFACTORS, VIZ.- Ordinary’s Account, 20th April 1761.

If you change the terminology to ‘volunteering‘, it shifts it slightly to more recent usage. Though it is still predominantly military (with the peaks correlating with the major wars cited above), it does accentuate the sharp post-war increase.

Volunteering

Comparing terminology the word volunteering has been overtaken by the use of the phrase ‘community service‘ in the late 1970s. It’s interesting that the origin of the use of the phrase ‘community service’ [red line below] seems to be at the time of the First World War.

It seems to suggest that community service has been a powerful bridge between the military and civilian forms of engagement. So while volunteering as a concept is firmly rooted in a military context, community service increasingly common usage also has it’s first tender shoots in a military context.

What then happens with the Second World War is that there’s a lag between ‘volunteering’ usage and ‘community service’ usage- from which usage of ‘community service’ as a term grows and grows- eventually outstripping ‘volunteering’ today.

Volunteering – Community Service

With connected concepts there are also insights. For example, with the phrase ‘civil society‘ you get two peaks. One at the beginning of the 1800s when it was associated more with the emergence of a new non-militarised society. At this time, civil society was a term used in political argument, spurred on by Jean-Jacques Rousseau amongst others. But it’s striking how the post-modern version of the concept has rocketed since the early 1980s.

Civil Society

Macro-level terminology is changing the language of how we explain the meaning of volunteering. In particular, with the growth of the web, the term ‘community’ has been used more and more. In the last few years, the word ‘community’ has started to appear more in published literature than the word ‘society’ [blue]- a word that emerged suddenly at the beginning of the 19th century in relation. Perhaps this is because of the links between the concepts of society and state, that the looser construct of the ‘community’ fits better in an online world where hard divisions between social groupings along state lines are disappearing.

Society – Community

Other concepts that are often associated with volunteering, such as ‘donations’ and ‘alms’ give a more complex sense of the change in language usage. Though less, ‘donations’ has tracked ‘alms’ since the 1700s.

Only recently, really since the beginning of the 1970s has the word ‘donations’ [blue line] been used more than the word ‘alms’. Amongst other things, it suggests how much of the terminology around volunteering has historically been heavily influenced by religious concepts.

Donations – Alms

Rights – Duties

Gap between rights [blue] and duties [red] is opening up, particularly in the post-war period. It seems the trend has been to define rights, rather than discern duties. It’s interesting in relation to the debate around volunteering as a right, or as a duty to others.

Volunteer – Amateur

The idea of the amateur [red line] was popular during the Second World War, then has steadily declined. 1970s feel significant which is when the idea of volunteerism overtook amateurism.

Volunteer Management (1950-2008)

Almost as a postscript- volunteer management isn’t really mentioned before 1965, becomes stronger in the 1990s and then has rocketed in the last couple of years [graph above has zero smoothing].

Spanish: voluntariado – voluntarios – voluntario

In Spanish there’s the same issue with the military connotations of the word ‘voluntario’ (volunteer) or ‘voluntarios’ [red line]. In this case of Spanish literature, the graph demonstrates the focus on the battles in the emerging independence of Latin America in the 19th century. The idea of the ‘voluntariado’ is unheard of until very recently- a concept that is used almost exclusively in the context of social action rather military action.

French: bénévolat – volontaires – volontariat

In French, the word “volontaire” and “volontaires” (red line) remains strong in the language- closely associated with the military. The word ‘volontaire’ is also used to describe actions that are voluntary (as in the general sense of it being ‘of free will’). A way to cut out this usage and stick to just the noun ‘volontaire’ is to search under the plural.

In French, the term “benevolat” [blue line] (graph below) from the latin for ‘good will’, has been used only fairly recently to describe volunteering in the context of social action or social benefit. “Benevolat” is a term that enters the literature in about 1975- perhaps this is a little like the concept of ‘Ehrenamt’ in German. “Benevolat” and “Ehrenamt” are roughly translated as volunteering.

What’s really interesting though, is how terms like ‘benevolat’ have been retrospectively applied. A search on Google by timeline (which organises content by the time period it’s concerned with- rather than date of publication) shows writers have used the term ‘benevolat’ to describe all kinds of volunteering and other activity right back as far as 1860.

Benevole” which has become a term to denote volunteers- those who participate in “benevolat” activity. It shows again the uptick in usage of this term from 1975.

German: Ehrenamtliche – Freiwilligenarbeit – Ehrenamt – Freiwillige

In German, the way the volunteering is described and changing is fascinating. Words like “Ehrenamtliche”, “Freiwilligenarbeit” and “Ehrenamt” have been increasingly used to describe volunteering- more than “Freiwillige” [yellow line above] which has a more military links, particularly between 1930s and 1940s.

Though uses like “freiwilliges soziales Jahr” mean Freiwillige is the more generic term of choice to describe volunteering. What’s particularly striking is how the more modern concept of ‘Ehrenamt’ [green line] has increased and is almost on a par with the more traditional term “Freiwillige” [yellow line].

Anyway, will leave it at that- have a go yourself and share what you find. Cheers.

PS: for endless fun check out the ngrams tumblr blog :-)

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In the cuckoo’s nest

We’re used to asking how the web has brought about new kinds of volunteering, yet rarely ponder how the spirit of volunteering brought about the web in the first place.

The web, and more specifically the social web, has to be one of volunteerism’s greatest achievements in its recent history.

Yet this achievement stands largely unrecognised.

There’s little acknowledgement within society as a whole of the volunteer-powered engine driving the development of the social web.

But perhaps more surprisingly, there’s even less affirmation of this accomplishment from the voluntary sector itself.

Instead, the creation and growth of the social web is more commonly characterised as the work of technology enthusiasts or amateurs, rather than of volunteerism.

As a result, those in volunteerism up to this point have mainly viewed the development of the web in terms of transferring traditional volunteering tasks and activities online with the aim of extending reach, efficiency and scale.

But this is just a fraction of the real significance of the social web for those involved in volunteering.

While the social web provides a new medium for the development of volunteering, it is also shifting and changing how people understand the notion of volunteering.

The social web is driven, not just by advances in new technology, but by ideas, principles and values about how we relate together and cooperate with one another.

It is these principles and values, that form the basis of an deep connection between volunteering and the social web.

There is, however, a twist in this story.

After years of nurturing the social web, volunteering is waking up to the veritable cuckoo in its nest.

The social web experiment amounts to a profound and ongoing reinterpretation of the ideas, principles and values of volunteering. It’s an ad hoc process that’s increasingly rippling out beyond the social web and challenging the volunteering consensus.

The challenge to the volunteering consensus presented by this growth in the social web comes at a time when the consensus about volunteerism is increasingly fragmented.

  • There’s a widening gap between notions of formal and informal volunteering
  • There’s a tendency to disassociate forms of volunteering that take place outside the traditional context of the charity
  • There’s a profound disconnect between the giving of time (intangible goods) and the giving of material donations (tangible goods)

The bottom line is that we need to fundamentally rethink volunteering in the age of the social web.

At its core, volunteering provides us with a powerful way to bring communities together and create connections across society.

New technology can enable us to do this in new and exciting ways.

Now we need a new theoretical framework for volunteering that enables us to catch up with this new reality. One that takes on board the influence of the social web on volunteering’s ideas, values and principles, and begins to rebuild the volunteering consensus.

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Clarity of purpose

I gave a short talk this week at the Expert Volunteer Summit organised by the Career Development Group (CDG). It got me thinking about some of the analysis we need to do, prior to involving volunteers in the delivery of an already existing service- particularly if those services are online.

The experience that’s helped to shape my thinking on this, is setting up the peer advisor programme where we trained young people to help respond to relationships questions on YouthNet‘s online support service askTheSite. Over more than five years, we’ve trained almost 400 people to get involved and help us deliver the askTheSite service.

It’s important to be clear that by involving volunteers, the volunteers’ needs have to be considered in their own right. The delivery of the programme can not simply put the needs of the volunteers to one side, and focus on the needs of their beneficiaries.

The reason for making this separation between the needs of the volunteers and the beneficiaries of the service comes down to the importance of understanding motivation – both as a volunteer manager and as a service deliverer.

We must be clear about the motivation of the service deliverer (usually the organisation) to meet the needs of the beneficiaries. To do this, we must understand the needs of the beneficiaries.

But we must be equally clear about the complex intrinsic personal motivations of the volunteers to get involved and help provide the service. To do this, we must understand the needs of the volunteers.

Ends and Means

Often the involvement of volunteers in delivering services is viewed in fairly mechanistic terms: viewing volunteers simply as a means to an end. However, volunteering is also an end in itself (over and above the products and services it delivers). A programme that views volunteers simply as a means to an end, is very probably not realising the full potential that volunteers can bring to their service delivery programme.

Volunteers may be a means to amazing ends, but their true value goes beyond the help they deliver to the service’s users. The value of volunteering includes all the impacts the volunteering has on the volunteers themselves, the organisation they’re a part of and the wider community (see IVR’s impact assessment toolkit for example).

Given this multiplicity of impacts of volunteering means one of the key challenges of volunteer management in service delivery is balancing the needs of volunteers and the needs of beneficiaries.

Volunteering begins with a clear call to action

To engage volunteers, a clear call to action is vital. Whether this call involves a single task or a fully fledged role, there needs to be a clarity of purpose on the part of the volunteer involver. In other words, the reasons or motivations for involving volunteers in service delivery need to be clear and palpable.

If the volunteer managers are clear what this fundamental reason is: the easier it is to communicate to the volunteers what they need to do, and how it meets the needs of the beneficiaries.

The web has tended to offer that clarity by reducing volunteering to its constituent tasks. For example, participation on Wikipedia can be as a fully fledged Wikipedian curating content or as a one-off editor. The striking thing about Wikipedia’s clarity is that it can measure involvement in terms of the usefulness of the respective task to beneficiaries (such as correcting a typo or adding a sentence to an already existing article) way before you ever reach Wikipedian status.

Web-based calls to action often, initially, play down the need for commitment, and play up the belief in the network effect. As a result of the power of networks, you can believe in the meaningfulness of your individual act of kindness online, even without much evidence of it’s impact. As an online volunteer, you’re often a step back from the beneficiaries of the service or product you’re helping to provide.

For example, peer advisors on askTheSite only have contact with the service’s beneficiaries at a distance, simply because of the anonymity the service very deliberately offers to its users. An advisor won’t have any contact with the user, other than through the question the user asks. And almost certainly, will never get any direct feedback from the user about what they thought of the question, due to this level of confidentiality afforded to users.

The smaller the task offered up as the call to action, such as with online crowdsourcing or microvolunteering, the more we begin to rely on this “means to an end” logic about the value of volunteering. The more menial or repetitive the task, the harder it becomes for a volunteer to see the opportunity as a form of personal development that satisfies their inner human needs.

The value of these smaller tasks carried out online by separate individuals distributed across a network, becomes tied to how it provides a socially beneficial service or product that responds to the needs of others. The needs of the volunteers that this kind of volunteering can meet over the longer term are severely reduced.

Volunteers don’t need to have direct access to the evidence of how their volunteering helps the identified beneficiaries (although this never hurts). But they do need a narrative upon which they can hang their own personal motivations for volunteering.

Realising the clear purpose

A clear purpose for volunteering (particularly online) is reinforced by:

  1. Straightforward pathways into the volunteering opportunity, from the entry points such as recruitment (web can simplify these pathways) through to the training for each volunteer as they learn the ropes of service delivery (elearning is transforming training possibilities for online volunteers)
  2. Structured flexibility – there has to be enough flexibility to the role so that each volunteer can make the opportunity their own, but enough structure so that the volunteers’ contributions are in sync with each other (web can make volunteering more flexible: when and where it takes place) – an example is flexible shifts and places of work
  3. Abundant support – volunteers need support is they are to deliver a service sustainably whether that’s from their peers, skilled mentors, auxiliary services (such as administration) or getting feedback from service users (web can help provide support networks for volunteers)

However, a clear purpose for involving volunteers and understanding the organisation’s motivation for involving volunteers counts for nothing, if organisations ignore what motivates the volunteers to get involved in the first place.

Understanding motivation to volunteer

There’s a huge wealth of research into why volunteers volunteer. I’ve gone into some of this research in a previous post. Many topline findings point to the fact that volunteers are often primarily motivated by the idea of helping others. This makes intuitive sense. However, to assume that volunteers get involved in service delivery only because they want to help the beneficiaries, is simplistic in the extreme. Below this primary motivation to help, is a complex interplay between all kinds of personally specific factors.

Clary et al [1] have famously categorised these motivational factors for volunteering.

What’s important, though, is how central understanding volunteering motivation is to good volunteer management. It comes back to understanding the needs of your volunteers, not just your beneficiaries.

It’s telling that research into what motivates us to work at all, can be boiled down to extrinsic and intrinsic motivational factors. Extrinsic factors are the typical carrots and sticks (like paying incentives or threatening disciplinary action)- the sledgehammers that managers of paid employees have relied on in the past.

Writers such as Dan Pink and Bruno Frey, make the point that managers are much more effective in motivating their employees if they can tap into the intrinsic motivators, those things within us that can drive us to be productive and achieve great things in our work. Such intrinsic motivators might be ambitions, dreams or even our simple desire to learn and improve at what we do.

An insight volunteer managers have always understood

This insight is nothing new to volunteer managers. Those who engage with volunteers have never had the chance to resort to the same extrinsic motivators with volunteers, such as offer financial incentives or threaten volunteers with the sack. As a result, any volunteer manager worth their salt, builds their volunteering programme with an eye to what it is that motivates their volunteers to engage and deliver services.

By the way, it’s for this reason that internships promising work, placements enforced by schools and explicit gifts incentivising volunteering are all controversial. They all suggest extrinsic motivations can play a substantial part in volunteering.

With online volunteering, extrinsic motivations is even further out of the picture.

As a result, it’s even more crucial that a volunteer working remotely should been driven by their own set of inner motivations. For example, the distance and the so-called online disinhibition effect can numb the emotional cost of walking away from the commitment or make it harder to block out competing demands on a volunteer’s time that may be physically more immediate to them than remote beneficiaries, tasks or duties undertaken.

This online ‘psychological’ distance can make it harder to establish the clarity needed to ensure that there’s a clear alignment between what the volunteer wants out of their volunteering experience and the purpose of the volunteering. There is always room for confusion and misinterpretation to occur, unless the online communication between volunteer manager and volunteer is carefully and shrewdly managed.

Ultimate success

Ultimately, the success of volunteering programmes lives and dies by this understanding of the motivations and needs in play when volunteers are involved in delivering services.

This means the volunteer manager (and their organisation) understanding why they are involving volunteers, but more crucially it means the volunteer manager understanding why volunteers get involved in the volunteering programme.

This understanding must be rendered explicit and renewed regularly by the volunteer manager, as all too often it is left at the level of implicit understanding which can become confused, misunderstood or altered over the lifetime of the volunteering programme.

The web while presenting many challenges in this respect, also presents us with new ways to understand and reconcile our motivations as volunteer managers with those of our volunteers, for the benefit of those that together we aim serve.

Notes

1. Clary, E., Snyder, M., Ridge, R., Copeland, J., Stukas, A., Haugen, J., Miene, P. (1998), ‘Understanding and assessing the motivations of volunteers: a functional approach’, Journal of Personality and Social Psychology, 7 (6), pages 1516– 0.

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Engagement and support

Today I presented some of the thinking we’ve been doing in the Engagement and Support team at YouthNet. We’ve been thinking about mapping all the online services YouthNet delivers and how we engage with and support young people in this delivery process.

Three observations struck home when we listed all the different activities we coordinate as a team.

Online services and 24/7 expectations

First, it struck us that our online services are increasingly a 24/7 consideration. It was ever thus. Though in recent years the always on nature of the net has meant that our services have increasingly extended beyond the more traditional opening hours for advice and support services. This obviously comes with its pressures and responsibilities. However, it’s clear that part of working with the web is that the usual working hours just have to give a little if activities and service we offer are really to be as accessible as possible for the young people we hope to reach.

Spectrum from private to public

Second observation we made was that online services are based on many different forms of contact that sit on a range between the traditional boundaries between the public and the private. To use the terminology of danah boyd, our services have developed based on these emerging “mediated publics” (PDF) 1 [see notes]. It’s worth considering how privacy is now increasingly mediated as well. In other words, it’s not enough to simply opt-out of social networks to guard your privacy, as others may take the situation into their own hands.

If the web’s power is it’s ability to facilitate social contact, we recognise that the technology also comes with constraints that limit or mediate support and advice that young people can access. A number of our online spaces have given young people the opportunity to share experiences and opinions with others in different mediated publics or communities. However, equally many of our services, such as askTheSite, provide ways for young people to guard their privacy in these mediated online environments. From creating bespoke social networks when discussing sensitive issues, through to providing systems that don’t make registration and sign-in prerequisites to accessing confidential online services.

Participation through to volunteering

Third point that leapt out was that we’re increasingly covering a widening spectrum of engagement: from simple acts of participation such as filling in an online survey, through to structured volunteering opportunities that can lead to many years of commitment. With the growing social web, and rising expectations for flexibility, we’re developing more and more varied opportunities that sit at different points on this scale of participation. From the one off to the more committed opportunity, from the intense to the less demanding; the variety of possible opportunities for engagement is increasing.

Why facilitate these particular activities and services?

We believe that the web is particularly good at fomenting peer support. We’ve witnessed increasing interest in the potential for peer support in providing information and advice services from funders, partners and other stakeholders. The experience of the social web is that it’s good at creating connections between people who’re affected by a particular issue or with a common concern.

Group forming around issues

Social media and increasing searchability has meant that groups can form and coallesce around issue rather than gravitating to high profiles brands or campaigns that have traditionally led on issues and information services set up to tackle them. In particular, many of the most high profile brands or campaigns were not always set up to involve young people as well as they could. Today social media, whether it’s a Facebook group, a forum or even just one individuals blog, can serve as putting people affected by a common issue in contact with each other.

Valuing personal experience

Mediated connections through social media can provide young people with a degree of anonymity that can shield those from the worst excesses of stigmatisation and help overcome the stifling social pressure that leads young people remain silent about the big issues in their lives. Being able to mediate how you share your inner most thoughts and fears, as you can on the web, can give people the distance they need. It means those affected by an issue can reevaluate a harrowing experience as they overcome knowledge that can be used to support their peers.

Do-it Satisfaction Survey 2009

We know that one of the key motivations for why young people engage and participate with us at YouthNet is to do with how much the opportunities we offer, give young people the chance of learning and personal development. Anecdotally, our volunteers tell us that their reasons for volunteering are linked with how it helps them attain career ambitions. YouthNet’s Do-it Satisfaction Surveys and other volunteering research back this up, pointing to gaining or improving their skills as motivations for 16-25 year olds for giving time.

Engaging leads to transformation

The benefit for YouthNet as an organisation of engaging fully with the beneficiaries of its services, is the potential transformational impact it can have back on YouthNet itself. There’s a tendency for any organisation to preserve services which it’s familiar with. For sure, transformation can be scary for any organisation. It requires the organisation to ask itself serious questions that go to the heart of it’s own capacity to deliver. Stick with what you know is the safer option, but it’s not always clear that services that don’t adapt continue to meet the needs of the people they’re intending to. Needs can change, so organisations need to as well. If an organisation is genuinely engaging with it’s beneficiaries and supporters, it’s got a much better chance of responding to these needs.

Extending impact

We know that if we involve volunteers in the work of YouthNet, they can explain the benefits of these online services a million times better, whether it’s to their peers or to a minister in the government. Volunteers supporting YouthNet as Ambassadors for Lifetracks have demonstrated that the impact we hope to make is inexorably extended by the involvement of those we aim to reach.

Identifying emerging needs

The web has some enormous advantages in reaching many young people who might not know or feel comfortable approaching information or advice services in other ways. Increasingly youth information services are developing online outreach as part of the strategy to ensure those most in need know how to get the support they need. We know that often many young people see the web as a place to get factual information, however increasingly, many are turning to the web to ask for personal and bespoke support or indeed offering the personal support to others.

But where new technology is concerned, commercial operators are in the business of predicting and shaping our needs of the future. When Steve Jobs launched the iPad many questioned the demand for such a tablet-like device, yet now as sales grow it’s increasingly perceived as signalling a need in the future. As access and usage of the web increases to over 73% across Europe for 16-24 year olds, reliance on online services is increasing.

How many young people feel they rely on their mobile phone today? To keep in step with this changing landscape of technological-based needs we have as digital citizens, we need to engage and listen to what our audience and supporters are saying about their needs. We need to actively consult and we need to be able to interpret and understand the information we get back, if we’re to take advantage of the distinctive reach that online services can have.

Further information

Links to the activities and online services cited above:

Notes

1- boyd, danah. “Why Youth Social Network Sites: The Role of Networked Publics in Teenage Social Life.” Youth, Identity, and Digital Media. Edited by David Buckingham. The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press, 2008. 119–142. doi: 10.1162/dmal.9780262524834.119

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