The Lincolnshire FA has proudly nominated its innovative Media Volunteer Support Group initiative for the 2024 County FA Recognition Award in the Special Recognition category.

This project was born from the direct feedback of grassroots football volunteers across Lincolnshire, who shared their frustrations and challenges, particularly around feeling unsupported and underappreciated in their roles.

Through a consultation and engagement study, Lincolnshire FA discovered that many volunteers desired more opportunities to network, share best practices, and feel part of a larger community, alongside receiving more CPD in their respective roles. Armed with this information, the Lincolnshire FA’s Media & Marketing Officer set out to tackle these concerns head-on, focusing on media volunteers as the pilot group for this innovative support network.

Understanding the Needs of Volunteers

The initial consultation survey received 168 responses, including insights from coaches, referees, club volunteers, league volunteers, and spectators. It became clear that many volunteers felt isolated in their roles, with a distinct lack of appreciation and practical support. Common feedback included the need for better communication, more CPD opportunities, and an overall sense of belonging within the grassroots football community.

The data revealed that only a small proportion of volunteers felt fully supported by the County FA, highlighting an area for improvement. In response, Lincolnshire FA set out to create a solution that addressed the key concerns raised by volunteers: recognition, support, and opportunities for growth.

Building the Media Volunteer Support Group

With a clear goal in mind, the Media Volunteer Support Group was launched in early 2024. The project aimed to provide support for media volunteers, who are often undervalued but play a crucial role in promoting grassroots football. Four main objectives were set for the group: collaboration on campaigns, increasing engagement, sharing best practices, and providing support.

To ensure the initiative had a strong foundation, Lincolnshire FA engaged with Media & Communications Leads from three major professional clubs in the county: Lincoln City, Boston United, and Scunthorpe United. These professionals shared their expertise and best practices with grassroots media volunteers, helping to elevate the standard of media output at local clubs.

How the Group Works

Members of the Media Volunteer Support Group have access to a variety of resources, including:

• Collaborative Campaigns: The group works together on local and national FA campaigns, promoting football opportunities and initiatives across Lincolnshire.
  
  
• Increased Engagement: Volunteers share ideas and strategies to boost engagement with their clubs and communities.
  
  
• Sharing Best Practices: Regular briefings and CPD events allow volunteers to learn from each other, while also benefiting from the professional insights of Media Leads from Lincolnshire’s pro clubs.
  
  
• Peer Support: A dedicated WhatsApp group enables volunteers to network, ask questions, and share knowledge in real time.

The Impact So Far

Since its launch, the Media Volunteer Support Group has grown to include 53 members from across the county. The group’s collaboration has led to significant successes, including a record-breaking number of submissions for the Grassroots Football Awards and Service Recognition Awards in 2024, with 248 and 59 nominations respectively—a marked increase from the previous year.

Members of the group have also benefitted from training sessions and networking opportunities, including a highly successful in-person event co-hosted by Lincoln City’s media team. Feedback from the group has been overwhelmingly positive, with 73% of members stating they found the group beneficial, and a 4.73 average satisfaction rating on the support they’ve received.

Looking Ahead

With the success of the Media Volunteer Support Group, Lincolnshire FA aims to expand the initiative to other volunteer roles across grassroots football. Plans are already in place to launch similar support groups for coaches, welfare officers, and club secretaries, ensuring all volunteers in Lincolnshire feel supported, appreciated, and part of a thriving football community.

The Media Volunteer Support Group has proven that with the right framework in place, volunteers can thrive in their roles and deliver even greater value to their clubs and communities. Lincolnshire FA hopes to continue growing this initiative and setting a standard for other County FAs to replicate.

This initiative is not only a testament to Lincolnshire FA’s commitment to its volunteer workforce, but also a significant step forward in creating a more supportive and inclusive environment for all those who dedicate their time to grassroots football.

Zack Leader, Media, Marketing & Events Officer at Lincolnshire FA, said:“We recognised that grassroots media volunteers are often unsung heroes in their clubs, and we wanted to create a support network that not only celebrates their hard work but also gives them the tools to grow and improve. The Media Volunteer Support Group is about more than just sharing tips; it's about building a community where everyone feels valued and supported. The early success and positive feedback show just how important this initiative is in helping these volunteers feel connected and empowered in their roles.”

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