AM5: New adventures in social action
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NCVO Annual Conference 2016
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AM5: New adventures in social action
- 1. Drinks sponsors: NEW ADVENTURES IN SOCIAL ACTION CHAIR: KRISTEN STEPHENSON VOLUNTEERING DEVELOPMENT MANAGER, NCVO SPEAKERS: ALEX SMITH FOUNDER/CEO, NORTH LONDON CARES HANNAH MITCHELL HEAD OF KNOWLEDGE AND INNOVATION, VINSPIRED ROSIE FARRER HEAD OF PROGRAMMES - ENGLAND, SPICE STEFAN SIMANOWITZ CAMPAIGNER AND JOURNALIST Partner sponsor: Media partner:
- 2. How to engage and motivate young people in social action? Hannah Mitchell April 2016
- 3. In 2014/15 we engaged 31,449 young people A CONNECTED NETWORK OF YOUNG PEOPLE AND ORGANISATIONS YOUNG PEOPLE TAKE PART IN SOCIAL ACTION YOUNG PEOPLE VALUE THEIR ACHIEVEMENTS YOUNG PEOPLE DEVELOP SKILLS FOR LIFE Confidence, community, compassion, feeling part of social action movement Reflect on successes and learning, able to articulate skills, motivated to do more Have clear aspirations, confident for their future, social and professional networks, progress on their employment journey Build interest and motivation to try social action Depth Scale 1,530 12,783 20,802 31,449
- 4. Context for young people Supporting their engagement in social action
- 5. Young people want to engage in social action • 82% of 16 – 19 year olds want to do volunteering and social action in the future • 74% of 16-19 year olds first thought about volunteering between age 13 and 16 • The factors which would encourage more volunteering is more opportunities geographically closer to respondents (67%) and more opportunities related to causes they are interested in (56%) Source: vInspired Youth Survey (2015) March/April 2015 Sample of 1001 16-19 year olds across England
- 6. Causes they care about Q6 Which of the following volunteering interests have you volunteered for, or would you think about volunteering for? (Base 1001)
- 7. Desired experience v outcomes Q11 Would you be more likely to volunteer if it helped you achieve any of the following? (Base 1001) Q10 Have you experienced any of the following as a result of volunteering (Base 805)
- 8. The role of online? Source: Ipsos Mori Survey of Youth Social Action 2015 of those participating in any social action carried out all their activity face- to-face 85% had done social action online as well as face to face 13%
- 9. Support young people’s participation Learning from innovation projects
- 10. Influencers and advocates: 1 in 4 campaign • The campaign centred on the youth trends for wearing temporary metallic tattoos, Youtube celebrities, and on insight that relationship abuse affects young people, and that 81% of teens don’t know where to get help if their affected. • The campaign was launched at Youtuber convention Summer in the City, with the help of three well-known youtube stars, and used a giveaway of metallic tattoos and ‘spot the signs’ healthy relationship guides • The engagement ratio on this campaign was significantly stronger than any other Do Something campaign (2190 signups) and engaged 4360 young people
- 11. Reward and recognition: vInspired awards • 50% of young people want to share volunteering experiences with family and friends (vInspired, 2015) • Young people often begin volunteering for a passion but then move through education/employment motivations (vInspired 2016) • Goal setting is a powerful intrinsic motivator (vInspired, 2015) • vInspired offers young people four hours based awards v10, v30, v50 and v100 • Designed to support young people set goals for engagement, reflect on achievements and skills • Demonstrate and celebrate achievements to colleges, universities, communities and potential employers
- 12. Transition to employment: Task Squad • 72% of people think its harder to get a job now compared to previous generations and 73% think experiences play a key part( vInspired 2014) • Through volunteering young people develop key transferable skills and experience but often struggle to articulate these to employers • Task Squad supports young people with volunteer experience into employment including the completion of short-term paid work • Our forthcoming evaluation demonstrates that young people require dedicated 1-2-1 support to prepare job applications and for interviews to utilise their volunteering experience
- 13. Conclusions • Both cause AND type of activity are important • Social action that can be shared and done with friends are very popular for early engagement • Thinking creatively about how we create more online opportunities for young people is a mass area for growth • Can you harness advocates and influencers beyond the realm of traditional celebrities? • How are you helping young people to reflect on their experience, understand how this relates to skills development and share their achievements? • Do you have young volunteers that are looking for paid work?
- 14. Hannah Mitchell Hannah.Mitchell@vinspired.com 0207 960 7047 vinspired.com TaskSquadHQ.com
- 15. 15 Alex Smith Founder/CEO of North London and South London Cares
- 16. Rosie Farrer @rosiefarrer Head of Programmes - England @justaddspice Changing Culture with Time Credits
- 17. Potential of Social action to transform lives
- 18. How to broaden involvement 40% of British families ‘too poor to play a part in society’ Only 32% of those people at risk of social exclusion were involved in formal volunteering 9% of population do 50% of all volunteering
- 19. Nesta – People helping people
- 22. As well as the currency • Training for organisations and public services • Asset Based Tools • Supporting new community groups • Building networks of local groups that work together
- 26. Changes in Individuals and Communities
- 27. Some home truths • Social action does not just happen • Engaging the ‘hard to reach’ is possible • Changing the culture of Public Services and skilling up professionals is key • Support for the development of communities is needed – not just initiatives
- 28. 28 Stefan Simanowitz Campaigner and journalist
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Hinweis der Redaktion
- To provide a quick overview of how we work with young people We’ve engaged over 31,000 young people in 2014/15 The largest number of young people come to us through vInspired.com and then go onto search for a local volunteering opportunity via brokerage A further 12,000 young people use our awards to log hours and apply for awards And a smaller number of young people participate as lead volunteers in our programmes The boxes in blue show the outcomes we measure at each stage of a young persons journey with vInspired
- So what does this tell us: Young people are a relatively untapped resource! They want to volunteer but its about finding the right opportunity They’re first thinking about volunteering at an early age – so how can you tap into this interest and create easy opportunity to engage with your cause. As Julia’s already mentioned schools are a key route to young people. And at vInspired we think a lot about how you can provide easy, fun, and light touch ways to engage early – our Do Something platform is designed to do exactly that Young people need to be able to access opportunities near to them, on vInspired they can search by post code. Julia mentioned in her research that only 15% YP take social action online. The challenge to the sector is how can we create opportunities to get involved that allow access for all – online has massive opportunities
- Whilst the top causes young people care about might not fit your charities space – how could you use this insight to develop appealing opportunities for young people? For example, if CYP are important, how could you design activities that allow young people to work with other YP to deliver volunteering, fundraising or campaign activity? We have seen changes over the years of tracking this - The most popular volunteering interest remains children/young people like with the previous wave of the tracker Animals/wildlife has increased in popularity from 9% to 34% since the last wave as has Sports from 15% to 25% We know from Julia’s presentation that the ability to take action with friends is a hugely important motivator for YP
- The slide shows what young people desired from volunteering/social action (in grey) – and what they experience (in green). It shows some really interesting insights – young people are looking to develop key skills through volunteering and these can be as basic s increasing their confidence But what young people often get out of volunteering is having fun and feeling better about themselves – this is important and should not be forgotten when motivating young people to get involved The biggest discrepancy in expectations is around volunteering will help young people get a job. It will develop key skills but thus does not necessarily lead to direct employment Often young people will need support both to reflect on their skills, experience, and achievements in volunteering – and these is why vinspired awards can be a useful tool for you to use with young people to recognise and value their volunteering achievements But if you’re using improved employability to motivate young people you will need to build in support to help translate their exoerience to work based competencies. Our task squad platform does exactly this! We provide support for YP to articulate their volunteering experience and link them up to paid opportunities. We’re always looking for YP with vol experience so if this is important for your org talk to Sam today about how you can refer your YP onto task squad to deliver their employment expectations
- Research from Ofcom in 2015 suggests that young people are on average spending 27 hours per week on the internet Are we missing a trick to not look more widely at how we use online to mobilise young people to get involved in social action? Or sustain their interest in social action?
- vInspired’s innovation work focuses on both re-developing existing projects, and developing new ideas. They often come back to use to ask how we can use research and insight to free up new thinking or approaches. I’ll share three key examples of what we’ve learnt from some of our innovation work
- 68% young people are using Youtube to learn new skills and find out information (vInspired 2014) How can you tap into themes and issues that are relevant to young people Taken vInspired down campaign route to test how issues can spark interest – allowed us to deal with more ‘risky’ issues than traditional volunteer programmes Can incentives, used correctly, spur on engagement of a new audience? Where are young people already at to engage?
- We know that volunteering is good for you. From the positive impact on wellbeing that volunteering brings, through to increasing skills and confidence, the benefit of social action is reciprocal. Young people participating in social action were found to have increased their employability, and volunteering has been found to have a positive impact psychologically on people and improve their wellbeing at work.
- The things is that getting involved in volunteering, making social action happen, can actually be quite hard...once you’ve got over the barriers of confidence, there are structures that must be adhered to, ideas from the organisation about who they want, the skills they must have – in fact volunteering in its traditional sense might not do too much for social capital, it can exclude people – which for policy makers is the whole point of it... 9% of population form civic core and do half of all volunteering. For example the 2007 Helping Out survey found that 32% of those people at risk of social exclusion were involved in formal volunteering in the past 12 months, compared to 42% of the population as a whole. We are now pretty clear on what the barriers to volunteering are. They range from the psychological – a mind-set which says that volunteering isn’t for me or the likes of me; or stereotypical assumptions on the part of volunteer managers or leaders that certain individuals won’t fit in to the culture of the organisation; to structural barriers like non-payment of expenses and inaccessible offices. This notion of ‘organisational fit’ deserves much greater attention as it seems to be diametrically opposed to the idea of diversity and opening up an organisation to new and, let’s be honest, sometimes challenging perspectives and viewpoints. Paradoxically, volunteering itself may lead to exclusion if we are not careful. One of the biggest advantages claimed for volunteering is its capacity to build stronger, more trusting communities and networks through the generation of social capital. But close-knit groups, which may be rich in social capital, may also exclude those from outside. It is why policy makers have become interested in bridgingsocial capital, as opposed to bonding social capital, which emphasises the role of volunteering in bridging across groups rather than reinforcing existing ties. We must also be careful about assuming a one size fits all approach to diversity – perhaps the ultimate contradiction in terms, and in pushing a model which says that the only legitimate and valuable form of volunteering is undertaken through a formal organisation. Much volunteering by groups excluded from more established organisations takes place within informal networks and self-help groups, and we should look to sustain and embrace this activity rather than assume automatically that these individuals should be directed into more mainstream organisations. Removing barriers to participation isn’t easy, but some social action initiatives show the potential of reaching out to groups within the population whose capacity might be under– utilised or unrecognised. In Baltimore (USA), for example, the municipal government created the ‘Recovery Corps’ programme 2011 after noticing how people who had recovered from addiction were already helping others informally. The programme trains people who have been through recovery to become peer mentors and links them with treatment facilities so that they get more formal support in their role.17 There is also potential to explore new types of opportunity for participation. David Halpern of the Behavioural Insights Team, for example, argues that there is considerable scope to do more to harness the power of reciprocity. Public services could be making small asks of people who have benefited, improving outcomes for other service users – for example, Jobcentre Plus could ask people who have been supported into work to spend an hour meeting job seekers looking for work in the same field – helping to build the social capital and ‘weak ties’ that are so important in finding employment
- And people want more community involvement
- At Spice we are trying to change volunteering, change giving of time into something much more inclusive, something that values everybody’s time equally. Involves many more people, people who might not think of themselves as volunteers.
- This works for all levels of social action from quite formal volunteering to really informal community involvement.
- Our work speaks to a number of policy agendas across England and Wales. Communities: Local and national government wishing to build stronger communities with higher levels of participation and who are better positioned to meet their own needs. Need to reduce pressure on statutory services by investing in preventative schemes. Specific themes around older people, children and families and individuals who have traditionally been isolated from their communities. Changing role of local authorities as they move towards commissioning and facilitating rather than direct delivery. Housing: Focus on the social value they can generate beyond management of housing stock. Specifically housing sector working towards better financial resilience, digital inclusion, and employment and skills of tenants. Also interest in how estates are managed more co-productively with tenants shaping and contributing to services and assets such as communal space. Health and Social Care: prevention – maintaining good health for as long as possible. Essential in context of an ageing population but also relevant in terms of public health, families, childhood obesity etc. Public health agenda and recognition of the importance of networks for wellbeing and good physical and mental health. Within services, individuals connected to communities and have a voice – both to lead to better outcomes for the individual Schools: Recognition that we need to consider beyond the immediate school environment to tackle factors leading to poor attainment and attendance. Looking at parental engagement and the place of the school and pupil in the wider community as well as the contributions pupils can make within schools.
- Hard to reach - Networks of groups and organisations reach more people and get better outcomes Campaign to end loneliness This has created a debate to-and-fro among experts about whether social clubs are more effective than befriending schemes, or robot dogs more effective than walking groups. development of new structures within communities