Last year we set up study tours to Denmark and Norway in partnership with the County Sports Partnership Network (CSP), Join In, the Dame Kelly Holmes Trust and the Association of Colleges.
Supported by Erasmus funding, the project focussed on learnings around sports club and volunteer development, which could be applied to delivery in England.
Scandinavian countries are strong on participation, as they put clubs at the heart of the community, which is something we aim to replicate here.
In Scandinavia people feel a sense of responsibility to serve their community which we have lost in some parts of this country: in Copenhagen one in four corporate managers volunteer in sport. Similarly, they’re way ahead of us with their tools for community engagement and marketing.
However, we also have some strengths. For example, our partners were learning from us about integrating immigrant communities. We also profiled Sport England’s highly successful This Girl Can campaign at a Norwegian conference about women in sport leadership. As a result of the study tours, we’ve run a campaign with CSP about talking to volunteers and finding out their motivations for volunteering, which can then be used to market the opportunity to attract more volunteers. We’re also helping our partner organisations to develop a more customer-centric approach to their work.
A really productive working relationship has developed since the tours and we’ve now moved into a pattern of sharing ideas. Also, the different organisations that came on the tours have developed closer links for information sharing.
So often we look within our sector for the answer,to challenges so it’s great to look beyond that. By learning from others, we can see what we can apply. Similarly we can understand what sort of issues and challenges other countries face.