Re-imagining NCVO’s membership to better support, connect, and amplify the voluntary sector
The challenge
Membership is at the heart of NCVO’s work to celebrate, connect and amplify the UK’s voluntary sector. In 2024, as NCVO (The National Council for Voluntary Organisations) moved towards a new strategy, the challenge was to ensure that membership not only continued to thrive but went further. NCVO commissioned New Citizen Project to deliver research to understand how the organisation could best support its members and continue championing voluntary action.
Our approach
“How might NCVO membership best support, connect and amplify voluntary organisations and action?”
Drawing on our experience within the membership and voluntary sector, we conducted an in-depth research and insight phase, combining data analysis with a series of ‘Membership Exploration Sessions’ involving NCVO members and non-members from organisations of all sizes. These sessions explored how people perceive NCVO membership today - what they value, the barriers they face, and their hopes for the future.
Our resulting outputs, presented to NCVO’s senior leadership, outlined a collective vision and recommendations for the future of membership at NCVO - one centred on connection, community, and shared purpose.
Members expressed a strong desire to help shape NCVO’s direction and contribute to a wider mission of strengthening the sector. Key recommendations included creating more opportunities for members to connect and self-organise, increasing transparency around NCVO’s influencing work, clarifying its national role while supporting local collaboration, and tailoring support to different member needs. The work also encouraged a ‘test and learn’ approach to strengthen relationships and continually evolve the membership experience.
Impact and learning
“We have all we need for our meeting with the exec - I can't WAIT to dig into this with them- thank you so much for all of your hard work. We love NCP!!” - Holly Banu, Head of Membership and Engagement, NCVO
Following the project, NCVO has made visible progress in embedding many of the recommended changes into its ongoing work. Its recent strategy and initiatives have placed greater emphasis on collaboration, connection, and sector-wide voice, aligning with the vision for a more community-led membership model.
Notably, NCVO has strengthened its convening role, co-designing the Civil Society Covenant with partners across government and the voluntary sector, and continuing to host member assemblies, events, and learning opportunities that bring organisations together. The organisation’s annual Road Ahead reports have further embedded collaboration and collective action as core priorities, signalling a clear shift towards a more connected and participatory approach.
The overall direction shows meaningful movement towards a membership experience that is more open, transparent, and community-driven. NCVO’s growing and highly retained membership base suggests these developments are resonating with the sector and laying foundations for deeper connection and shared purpose over time.