Values and culture

Children on bikes mill around, looking excited

Creating a positive culture

When people talk about ‘the way we do things around here’, that's basically your group's culture. This can be defined and influenced by a set of values.

These values should reflect your purpose, vision and aims.

They can guide how your members interact with each other, volunteers, paid staff, stakeholders, and investors. 

Many groups already recognise the importance of creating an inclusive environment, with a welcoming, positive culture. Here's how you can create a warm, nurturing culture too.

Let's go...

Why is it important to have a set of values?

Having a set of values can contribute to your success.

It can do this by:

Shaping your culture.
Setting your direction.
Steering decision making.
Promoting inclusivity. 
Creating a ‘personality’ for your organisation, which helps marketing and fundraising. 
Bringing people together.
Differentiating you from competitors.
Improving your chances of attracting participants with shared values.
Boosting the engagement of members and volunteers.
Enabling partners, stakeholders and investors to see if your values align with theirs.

Defining your values

Some inspiration

Here are some organisational values to get you thinking:

Sport England

Collaborative
Inclusive
Ambitious
Innovative

Chelsea Handball Club

Respect
Passion
Commitment

Brighton Table Tennis Club

Community
Respect
Solidarity
Competition

Access Sport

Inclusive
Passionate
Empowering
Innovative
Honest

Checklist to get you thinking

When defining your values, you should think about your organisation’s vision and purpose.

You can use the prompts below to help start your discussions.

Involve as many people as possible, to ensure that every voice is heard:

What’s your organisation’s purpose? 
What values might help you achieve this purpose?
How do you want others to see you? 
How do you think others currently see you?
What experience do you want to offer your participants, volunteers, and wider stakeholders?
What experience do you think they currently have?

Checklist to challenge your ideas

You might now feel ready to commit to a set of values.

Use the questions here to check and challenge your thinking: 

How will your values shape the way your organisation works, including processes and practices? 
What does each individual value mean to your organisation?
How will you know if you and your people are living your values? 
Think of examples of behaviours and actions that represent each value.
How can you encourage people to act according to the values?

Embedding your values

It isn’t just about saying your values out loud or writing them down.

They need to be ‘lived’ across your organisation.

This will help you to create a culture that promotes and embeds the things you and your people care about.

Here are a few ways that you can embed your values...

Consider the experiences of participants and volunteers

Identify all the points where your values are relevant – for example, how are people welcomed?

This will help your processes and practices match up with your values and culture.

Introduce your values to people straightaway

When are people first made aware of your values?

Introduce them during inductions for participants, staff and volunteers. This helps to send a clear message about what is expected.

Match your actions to your values

Consider how you can make it easier to embed your values into your day-to-day activities.

For example, if inclusivity is a core value, give everyone a warm welcome, and reduce any barriers to taking part.

Let people know you value them.

Consider your values when you recruit and develop people 

Integrate your values into your recruitment and development processes.

Look at how you support your volunteers and staff through training, development opportunities and creating a positive environment.

Hold people to account

If someone acts in a way that doesn’t match your values and culture, challenge their behaviour.

Help them to understand your group's values, and why they're important. 

Be consistent, but flexible

Consistency is key to embedding your values.

However, you may need to update your values during times of change.

Review your processes when issues arise 

If an incident arises, then review your procedures.

Discuss any changes, before implementing them.

Promoting your values

Promoting your values is an important part of embedding them within your organisation.

You can do this by:

Mentioning them in meetings.
Putting up posters
Referring to them in social media and communications with participants, volunteers, and stakeholders. 
Discussing them during inductions and membership renewals.
Highlighting examples of people living your values.
Rewarding specific behaviours and actions.

Measuring your success

It's useful to monitor the success of your efforts to create a positive culture.

You might look at:

How your participants, volunteers and stakeholders feel about your organisation.
Awareness of your values and purpose, and whether people agree that they're clear.
Engagement and retention levels across your volunteers and participants.

Case studies

Activity Alliance

A man, without lower limbs, glides through the turquoise water in a swimming pool

Some groups decide to write a summary of what their values mean to them. This can then be shared with others.

This is the summary created by Activity Alliance, the national charity and leading voice for disabled people in sport and activity:

Everything we do is underpinned by our shared values. They shape our work and support us to embed a strong dynamic culture across our organisation.

We care - we are passionate about what we do, and who we do it for. 
We unite - we collaborate with others to achieve greater outcomes. 
We champion - we recognise everyone's voice must be heard if we are to provide equitable places to live, work and thrive.

Chelsea Handball Club

London's Chelsea Handball Club has successfully embedded an inclusive culture within their organisation.

They started by reaching out to their members, asking them what they wanted from a club, and then created a welcoming, friendly culture that people could 'buy into'.

The Club is now experiencing the benefits, including increased participation and retention of members.

More young people and families are now taking part and enjoying exercising with the club.

Find out more

Portico Vine ARLFC

A showcase of Portico Vine’s values and culture and the successes that have come, and can be replicated, from strongly embedding values into everyday culture.

Watch the video