Volunteers are the lifeblood of countless events across the UK. From community festivals and charity runs to large-scale music festivals that rely on volunteer stewards, unpaid workers contribute millions of hours each year to making events happen. Managing volunteers well requires a different approach to managing paid staff. Get it right, and you will have a motivated, enthusiastic team that returns year after year. Get it wrong, and you will face no-shows, poor performance, and a reputation that makes future recruitment difficult.
Understand why people volunteer
Before you can manage volunteers effectively, you need to understand what motivates them. People volunteer for many reasons: to gain experience, to be part of something they care about, to socialise and meet new people, to give back to their community, or to access an event they could not otherwise afford. Unlike paid staff, volunteers have no financial obligation to turn up or perform well. Their motivation is intrinsic, and your management approach needs to respect and reinforce that motivation.
This does not mean lowering your expectations. Volunteers should be held to the same professional standards as paid staff in terms of reliability, conduct, and performance. But the way you communicate expectations, provide feedback, and recognise contributions needs to reflect the voluntary nature of the relationship.
Recruitment and selection
Start recruiting early. For large events, open volunteer applications three to six months in advance. Use your website, social media channels, email lists, and partnerships with local community groups, universities, and volunteer centres. Be specific about what you are looking for: the roles available, the time commitment, any skills or experience required, and what volunteers will receive in return (free entry, meals, a t-shirt, a reference, training, etc.).
Have a proper application process. A simple online form that captures contact details, availability, relevant experience, and any access requirements is sufficient. This serves multiple purposes: it demonstrates that you take volunteering seriously, it helps you match people to appropriate roles, and it gives you a record of everyone involved.
Over-recruit by 10% to 20% to account for dropouts. No matter how committed your volunteers seem at the application stage, some will not turn up. Building in a buffer ensures you are not left short-staffed on the day.
Clear role descriptions
Every volunteer should know exactly what they will be doing, when, and where. Write clear role descriptions for each volunteer position, just as you would for paid staff. Include the specific duties, the shift times and duration, the reporting structure (who they should go to with questions or problems), any physical requirements, and what they should wear or bring.
Vagueness breeds frustration. A volunteer who turns up expecting to help with stage management and is instead directed to pick up litter will feel misled and disengaged. Be honest and specific about what each role involves.
Training and briefing
Provide adequate training for every volunteer role. The extent of training will depend on the complexity of the role and the event. At minimum, every volunteer should receive a briefing covering the event overview and their role within it, site orientation and key locations (first aid, welfare, information points, staff areas), communication procedures and who to contact in an emergency, the event's policies on safeguarding, health and safety, and expected conduct, and practical information like break times, meal arrangements, and check-in/check-out procedures.
For more complex roles, consider running a training session in advance of the event. This is particularly important for stewards, welfare volunteers, and anyone in a public-facing role. The investment in training pays off in better performance and fewer problems during the event.
Communication is everything
Good communication before, during, and after the event is the single most important factor in effective volunteer management. Before the event, keep volunteers informed about what to expect, any changes to plans, and practical details like travel and parking. A dedicated email, WhatsApp group, or volunteer portal on your website can help with this.
During the event, ensure that every volunteer knows how to reach their supervisor and that supervisors are accessible and responsive. Two-way radios are essential for larger events. For smaller events, a designated phone number or messaging group may suffice.
After the event, communicate outcomes. Let volunteers know how the event went, share any relevant numbers (attendance, funds raised, etc.), and thank them for their contribution. This follow-up communication is often neglected, but it is crucial for volunteer retention.
Welfare and duty of care
You have a duty of care to your volunteers, just as you do to paid staff and attendees. This means providing a safe working environment, reasonable shift lengths (no more than eight hours without a substantial break), access to food and water, and welfare support if needed.
Volunteers should not be asked to do anything that puts them at risk. If a situation arises that requires security intervention, medical response, or any form of confrontation, it should be handled by trained, paid professionals. Volunteers observe and report; they do not intervene in situations they are not equipped to handle.
Be mindful of the physical demands of the role. Volunteers may not disclose health conditions or limitations, so build in regular breaks and check in with people throughout their shifts. Make sure there is a clear process for a volunteer to step down from their role if they are struggling, without feeling guilty or pressured.
Recognition and rewards
Volunteers are not paid, but they should be rewarded. The specifics will depend on your budget and event type, but common approaches include free entry to the event (outside their shift), meals and refreshments during shifts, a volunteer t-shirt or other branded item, a certificate or reference letter, priority access to volunteer for future events, and a social event or thank-you gathering after the event.
Public recognition also matters. A mention in the event programme, a thank-you on social media, or a dedicated post-event email all contribute to volunteers feeling valued. The cost of these gestures is minimal; the impact on retention is significant.
Dealing with problems
Not every volunteer will perform well. Some will turn up late, some will not follow instructions, and some will simply not be suited to the role. Deal with issues promptly and directly, but with more sensitivity than you might use with paid staff. A quiet word and a redirect to a different role is often more effective than a formal reprimand.
For more serious issues, such as misconduct, intoxication, or safeguarding concerns, have a clear procedure in place and follow it. The same standards of behaviour apply to volunteers as to everyone else on site. Do not tolerate behaviour that puts others at risk, regardless of the person's volunteer status.
Building a volunteer community
The most successful volunteer programmes create a sense of community. When people feel they belong to something, they are more likely to return and to recruit others. Use social media groups, newsletters, and reunions to maintain the connection between events. Share stories and photographs (with consent) that celebrate the volunteer experience. Create a culture where volunteering at your event is something people are proud to be part of.
Managing volunteers effectively is about respecting people's time and motivation while maintaining the professional standards your event requires. Invest in clear communication, proper training, genuine appreciation, and a positive working environment. The volunteers who power your event deserve nothing less, and the quality of their experience will directly shape the quality of your event for everyone who attends.
