Ambassador programme: a reflective analysis of a work-based project (example submission)

Abstract

This paper explores the creation and impact of an Ambassadors Programme within the youth development charity Seas Your Future. Triggered by sector pressures, the programme aimed to boost brand visibility, stakeholder engagement, and organisational resilience amid economic uncertainty. After an initial unsuccessful ambassador recruitment in 2021, a renewed approach in 2023, informed by motivational theories such as Maslow’s Hierarchy of Needs and Herzberg’s Two-Factor Theory, successfully recruited 28 diverse ambassadors across the UK and internationally. Despite organisational challenges including voluntary liquidation and structural changes, ambassador commitment remained strong, underscoring the programme’s effectiveness in fostering shared values and community alignment. The project enhanced the author’s leadership, communication, and strategic skills while highlighting the importance of authenticity, transparency, and value alignment in sustaining engagement. Lessons learned emphasise the need for clearer long-term structures and risk management. This case illustrates how mission-driven ambassador initiatives can strengthen small charities’ resilience and growth.