Counter Offensive: Revitalising Recruitment and Retention Through Accountability
Holding volunteers accountable—not treat them like untouchable gold dust—will boost recruitment, retention, and long-term club success
"A team that can't communicate effectively is like a ship without a rudder—it simply drifts apart." — Michael Clarke, former Australian cricket captain
Situation: Constantly chasing new volunteers while clinging to underperformers hampers long-term planning and undermines club stability. Many clubs treat every volunteer like gold dust—feeling overly indebted to them—even when active, high-quality contributions are what truly drive success.
THE COMMON APPROACH
Concept of Operations (CONOPS): Clubs envelop volunteers in a blanket of unqualified gratitude, assuming that any level of contribution will suffice. This culture of excessive indebtedness means that even underperformers or those merely filling a seat are retained, diluting the overall effectiveness of the team. When volunteers are not held to clear performance standards, the club risks stagnation as the dedicated few become frustrated by the mediocrity allowed to persist. The result is a revolving door of recruitment that, rather than building on success, simply perpetuates a lackluster organisational culture.
Targetable Critical Vulnerabilities (TCVs):
TCV 1: Complacency and Low Performance Standards. Overvaluing every volunteer regardless of output fosters complacency, allowing low performers to linger in key roles and impede progress.
TCV 2: Frustration Among High Performers. Passionate and capable volunteers lose motivation when they are forced to shoulder extra work, while underperformers are not challenged to improve.
TCV 3: Diminished Club Appeal. A culture that tolerates mediocrity makes the club less attractive to driven individuals who seek a high-performing, success-oriented environment.
THE COUNTER OFFENSIVE
Concept of Operations (CONOPS): Transform the club’s volunteer culture by embedding accountability at every level. Establish clear performance metrics and set high standards for contribution, ensuring that every volunteer's role is clearly defined and measured. When a volunteer is not performing according to these expectations, make the tough decision to move them on. This disciplined approach builds a dynamic, success-driven culture where high-caliber volunteers attract more like-minded individuals—creating a self-reinforcing cycle of excellence.
Decisive Events (DEs):
DE 1: Set Clear Performance Metrics. Define measurable goals and expectations for each volunteer role. Ensure that every team member understands how their contribution directly impacts the club’s success.
DE 2: Enforce Accountability and Transition Out Non-Performers. Regularly review volunteer contributions and hold individuals accountable. When volunteers are simply “filling a seat” without delivering results, transition them out gracefully to maintain a high standard of performance.
Reference: For additional insights on optimising club operations, see our blog Applying the Military Principle of Economy of Effort to Optimise Committee Meetings for Grassroots Sports Clubs.
DE 3: Foster a Culture of Success and Professional Growth. Publicly celebrate the achievements of high-performing volunteers and create career pathways within the club. When success becomes the norm, your club naturally attracts and retains the individuals who want to be part of a thriving, forward-thinking organisation.
What Success Looks Like: A club that rigorously enforces accountability transforms its volunteer base into a high-performing, motivated team. With clear performance criteria and a commitment to transitioning out underperformers, the club becomes a magnet for driven and talented individuals—a place where success breeds more success, leading to long-term stability and growth.
Conclusion: Relying solely on sentimentality and treating every volunteer as untouchable gold dust can stunt your club’s progress. By setting high standards, enforcing accountability, and celebrating real contributions, you establish an environment that attracts and retains only the most committed volunteers. This counter offensive strategy not only streamlines operations but also builds a club that people are proud to be a part of—one that exudes success and continuously draws in quality talent. With the strategic guidance of Mission Command, transform your recruitment and retention challenges into a sustainable engine for future excellence.