Glasgow 2026: A Blueprint for the Future of Volunteerism and Social Value in Major Events
The recent partnership between Glasgow 2026 and Allwyn, naming the lottery operator as the official volunteer learning and development partner, isn’t just a local win – it’s a signpost pointing towards evolving trends in how major sporting events leverage volunteer power and demonstrate social responsibility. This collaboration, fueled by Allwyn’s £1m Social Value Fund, highlights a growing expectation for event organizers to actively invest in the people who make these events possible.
The Rise of the ‘Skilled Volunteer’
Gone are the days of simply needing warm bodies to fill roles. Glasgow 2026’s commitment to providing online learning portals and in-person training signifies a shift towards recognizing volunteers as skilled contributors. This isn’t unique to Glasgow. The 2012 London Olympics, often cited as a benchmark for volunteer programs, invested heavily in training, resulting in a highly effective and motivated volunteer force. A study by Volunteering England found that volunteers who receive adequate training are 38% more likely to continue volunteering long-term.
This trend is driven by several factors. Firstly, the complexity of modern events demands specialized skills. Secondly, volunteers themselves are increasingly seeking opportunities that offer professional development. They want to gain experience, build their CVs, and feel valued for their contributions beyond simply providing manpower. Expect to see more events partnering with educational institutions and industry experts to deliver bespoke training programs.
Social Value Funds: Beyond Sponsorship
Allwyn’s Social Value Fund is a prime example of a growing trend: companies moving beyond traditional sponsorship to actively contribute to the positive social and environmental impact of events. This isn’t purely altruistic; it’s a strategic business decision. Consumers are increasingly demanding that brands align with their values, and demonstrating a commitment to social responsibility enhances brand reputation.
Research from Cone Communications shows that 87% of consumers will purchase a product because a company advocated for an issue they cared about. We’re seeing this play out in the sports industry with companies like Patagonia and Ben & Jerry’s taking strong stances on environmental and social issues. Expect to see more event partnerships structured around measurable social impact goals, rather than simply logo placement.
The Athlete Ambassador Effect
The involvement of Eilidh Doyle, Scotland’s most decorated track and field athlete, as a volunteer champion is a powerful endorsement. Leveraging athlete ambassadors adds credibility and emotional resonance to volunteer recruitment campaigns. Athletes can authentically communicate the importance of volunteer support and inspire others to get involved.
This strategy taps into the power of personal connection. Fans are more likely to volunteer if they feel a direct link to the athletes and the event. The International Olympic Committee (IOC) actively encourages athlete involvement in volunteer programs, recognizing its positive impact on engagement and legacy.
The Corporate Volunteerism Boost
Allwyn enabling its own colleagues to volunteer is another significant trend: corporate volunteerism. Companies are increasingly recognizing the benefits of encouraging their employees to give back to the community. It boosts employee morale, fosters team building, and enhances the company’s reputation.
A Deloitte Volunteer Impact Survey found that employees who volunteer are 13% more likely to be highly engaged at work. This translates to increased productivity, reduced employee turnover, and a stronger company culture. Expect to see more event organizers actively seeking partnerships with corporations to mobilize their employees as volunteers.
FAQ: Volunteering and Major Events
- What skills are most in demand for event volunteering? Communication, customer service, problem-solving, and language skills are consistently sought after. Increasingly, digital literacy and event-specific technical skills are also valuable.
- How can events measure the social value of their volunteer programs? Tracking volunteer hours, conducting impact surveys, and measuring the economic contribution of volunteers are key metrics.
- What is the future of volunteer recruitment? Expect to see increased use of digital platforms, targeted recruitment campaigns, and a focus on creating meaningful volunteer experiences.
- Are volunteers insured during events? Yes, reputable event organizers provide comprehensive insurance coverage for all volunteers.
The Glasgow 2026 partnership with Allwyn isn’t just about preparing for a successful Games; it’s about setting a new standard for volunteer engagement and social responsibility in the world of major events. It’s a model that other events would do well to emulate.
Want to learn more about sustainable event management? Explore our articles on creating environmentally friendly and socially responsible events.
