Volunteers
The Backbone of Public Events
Public events (whether it’s a music concert, a festival, a charity fundraiser, or a marathon) rely heavily on the participation of volunteers. They are the backbone of these gatherings, ensuring that everything runs smoothly, often from behind the scenes. Their role is not only operational but also emotional: they bring energy, enthusiasm and a true sense of community to every occasion.
The critical role of volunteers
Volunteers take on a wide range of responsibilities, from registration, ticketing and hospitality to security, parking and logistics. Their contribution is critical in delivering a seamless experience for participants. But their impact goes beyond manpower:
Positive energy and atmosphere: Volunteers embody the spirit of the event, creating excitement and a welcoming environment.
Community connection: Many volunteers are local residents. They act as ambassadors, sharing knowledge of the area and promoting the event within their networks.
Cost reduction: By relying on volunteers, organisers can keep budgets under control, directing more funds towards programming, entertainment or charitable causes.
Flexibility and adaptability: Volunteers are often willing to work varied hours and take on multiple tasks, making them invaluable for dynamic events.
Sense of ownership: Volunteers often feel pride in “their” event. This sense of belonging motivates them to work harder and return in future editions as ambassadors.
Challenges to consider
While volunteers are invaluable, organisers must also recognise the potential drawbacks:
Dependability: Volunteers may not always be as reliable as paid staff, occasionally cancelling at the last minute.
Skill level: They may lack specialist training required for certain tasks, such as technical operations or safety-critical roles.
Liability: Volunteers are not always covered by the same insurance policies as employees, creating potential legal risks in case of injury.
Volunteer management and motivation
Strong volunteer management programmes are essential to maximise benefits and minimise risks. Motivated volunteers are not only more effective but also more likely to return, ensuring continuity for future editions.
Key strategies include:
Clear communication: Provide clear instructions, updates and expectations. Keep feedback channels open.
Recognition and appreciation: Celebrate achievements with certificates, tokens, or public acknowledgement. Feeling valued drives motivation.
Training and development: Offer workshops and skill-building opportunities that benefit both the event and the volunteer’s personal growth.
Social activities: Create camaraderie through team-building or networking opportunities, strengthening community bonds.
Meaningful tasks and autonomy: Align responsibilities with volunteers’ interests and skills. Giving autonomy fosters ownership and engagement.
Feedback and evaluation: Conduct post-event surveys and debriefs to learn from experiences and continuously improve volunteer management.
Volunteers in the wider event economy
In the context of public events, volunteers not only reduce costs and keep events accessible, but they also enhance the experience for visitors. Their presence creates a human connection that cannot be outsourced. As I explain in The Spectacle of society, events thrive on community goodwill, and volunteers are the purest expression of that goodwill in action.
As I argue in The Real MICEbook, community goodwill sits at the apex of the MICE Pyramid. Volunteers are perhaps the most visible embodiment of this goodwill: individuals who donate their time and energy, transforming events into authentic community experiences.When managed effectively, volunteers are not just helpers, they become ambassadors, culture carriers and long-term advocates for the event and the destination.
Final thought
Volunteers are vital to the success of public events. By investing in structured management and motivation programmes, organisers can transform volunteers from “extra hands” into essential partners. The reward is not only smoother operations, but also a stronger, more sustainable connection between events and the communities that host them.