What #iwill does

#iWill is a UK-wide, youth-led social movement founded in 2013 to make youth social action the norm for people aged 10 to 25. It is coordinated through an independent Coordination Hub hosted by a consortium of two charities, Volunteering Matters and UK Youth, with operational support running until 2026. The Movement does not operate a technology platform; its core offering is a coordinated coalition of 1,000+ organisations, 400+ Power of Youth Charter signatories, around 300 Ambassadors, and around 500 Changemakers, connected via the iwill.org.uk website, email, social channels, regional hack events, and signature national campaigns such as Power of Youth Day and the Deliver You campaign. Its business model is grant-funded rather than commercial: the England-only #iWill Fund has deployed £54 million since 2016 through DCMS and The National Lottery Community Fund plus 30 Match Funders at a minimum 1:1 ratio, and the Movement also receives commissioned income via partnerships with bodies such as DSIT and Savanta for national consultations. Customers are twofold: young people (engaged as Changemakers, Ambassadors, and Youth Collaborators) and UK organisations that publicly commit via the Power of Youth Charter to embedding youth voice in decision-making.

Name

#iwill

Legal name

Volunteering Matters

Website

https://iwill.org.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

#iWill is a UK-wide nonprofit social movement launched in 2013 that empowers 10–25 year-olds to participate in youth social action, coordinating 1,000+ organisations, 400+ charter signatories, and hundreds of Ambassadors and Changemakers via an England-focused £54 million grant fund.

Ownership category

akta.pro rank

Product category

Youth Development Services

NAICS

Child and Youth Services (624110), Child and Youth Services (62411), Educational Support Services (611710), Civic and Social Organizations (813410)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Youth Leadership, Civic Education & Service-Learning Nonprofits (BPAGADAI)

akta.pro secondary industries

Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Youth social action
• Youth empowerment
• Civic engagement
• Youth volunteering
• Charity programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Grant Funding - #iWill Fund: The #iWill Fund is the primary funding mechanism, comprising £54 million total investment including £40 million from DCMS and The National Lottery Community Fund, extended in 2020/21 and 2021/22, plus £12 million additional funding announced in July 2022. The fund distributes through 30 Match Funders at minimum £1:£1 ratio to create youth social action opportunities in England.
2. Coordination Hub Support: Key support functions are delivered by a consortium of Volunteering Matters and UK Youth, hosting the independent #iWill Coordination Hub that supports the movement until 2026. Progress is resourced by organizations within the movement at their own discretion.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

#iwill is a UK-wide youth social action movement that empowers 10-25 year-olds to participate in social action through ambassador networks, changemaker communities, and organizational partnerships. It operates a Power of Youth Charter signed by more than 1,000 UK organizations, alongside structured youth leadership and action programs coordinated by Volunteering Matters and UK Youth.

Product overview

#iwill is a UK youth charity (organization) operating as a movement platform rather than a technology product. The core offering is the #iWill Movement itself, which connects young people aged 10-25 with organizations through programs including Changemakers (youth engagement), Ambassadors (youth leadership), and Youth Collaborators (policy consultation). Supporting products include the Power of Youth Charter (organizational commitment framework), the #iWill Fund (grant funding program), Deliver You Campaign (National Youth Strategy advocacy), Youth Hack Events (regional consultation sessions), the Youth Social Action Resource Centre (educational materials), and Power of Youth Day (annual awareness event).

Differentiator

Problem solved

Functional benefit

Brands

• Power of Youth Charter: A national commitment ensuring young people are valued, heard, and empowered to shape decisions that affect their lives. Over 400 organisations have signed the charter.
• #iWill Ambassadors
• #iWill Changemakers
• Power of Youth Day
• Youth Collaborators

Products and services

• #iwill Ambassadors Program A national youth leadership program engaging over 300 active ambassadors aged 10-25 who shape the strategic direction of the #iwill movement, advocate for youth social action nationally, and influence policy. Designed for UK-based young people with prior volunteering or campaigning experience seeking a structured leadership role.
• #iwill Changemakers A program mobilizing over 500 young people to design and deliver local social action projects in their communities. Targeted at UK 10-25 year-olds seeking hands-on volunteering and community impact opportunities rather than national advocacy roles.
• Power of Youth Charter A formal commitment framework under which UK charities, businesses, and public sector organizations pledge to support and embed youth social action in their operations. Open to any UK organization willing to publicly commit resources and programming toward youth engagement.
• Power of Youth Day An annual flagship event celebrating and showcasing youth social action contributions across the UK. Open to young participants, ambassadors, changemakers, partner organizations, and policymakers.
• Deliver You Campaign A campaign initiative designed to amplify youth-led social action messaging and broaden movement reach across the UK. Targeted at UK young people aged 10-25 and partner organizations.
• Youth Hack Events Structured consultation events where young people collaborate to address specific policy or social challenges, feeding youth perspectives into decision-making. Targeted at UK 10-25 year-olds selected through partner organizations.
• #iwill Resource Centre An online repository of guidance, toolkits, and case studies supporting youth social action delivery. Targeted at partner organizations, educators, and young people planning social action projects.

Quantifiable outcome

• Over 60 organisations signed the Power of Youth Charter in 2026, with over 200 young people stepping into changemaker roles
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Sizewell CminorGTM or Marketing Partner · 9 March 2026Sizewell C signed the Power of Youth Charter in March 2026, committing to embedding youth voice across its work, prioritising youth-led social action, and collaborating with youth-focused organisations in East Suffolk. The energy company already delivers youth programmes including school outreach, STEM workshops, and early careers events.
• Fair Education AllianceminorStrategic or Co-development Partner · 17 February 2026#iWill Ambassadors participated in the Fair Education Alliance Youth Summit in February 2026, contributing to panel discussions on the National Youth Strategy and £60 million Richer Young Lives Fund. The summit brought together youth leaders, campaigners, policymakers and sector experts.
• Volunteering Matters and UK Youth (Consortium)coreStrategic or Co-development Partner · 1 January 2021A consortium of two UK charities delivers key support functions for #iWill through the Coordination Hub. Volunteering Matters and UK Youth were selected through a 3-month competitive process in 2020 after Step Up To Serve closed. The consortium supports the #iWill Partnership, Ambassadors, and broader movement until 2026.
• SavantacoreStrategic or Co-development PartnerResearch consultancy Savanta led the DSIT national consultation on growing up in the online world as Research Lead, designing survey instruments and overseeing the full research process. The #iWill Movement was commissioned as a delivery partner to support meaningful youth engagement.
• Department for Science, Innovation and Technology (DSIT)coreStrategic or Co-development PartnerDSIT commissioned the consortium including Savanta and #iWill Movement to conduct a UK-wide consultation on growing up in the online world, exploring children's and young people's experiences across social media, gaming, and emerging technologies to inform government policy.
• My Life My SaycoreStrategic or Co-development PartnerYouth democracy organisation My Life My Say partnered with Savanta and the #iWill Movement to lead countrywide engagement for the National Youth Strategy consultation, contributing national surveys, democracy cafes, and hack events.
• Ipswich and Suffolk Council for Racial Equality (ISCRE)minorStrategic or Co-development PartnerISCRE partnered with Sizewell C on the Beyond Boundaries programme supporting young people from underrepresented communities into careers and leadership. ISCRE also supported Sizewell C in adopting the Power of Youth Charter.
• Kenyons (Creative Marketing Agency)minorOthersCreative marketing agency Kenyons produced the 10 Stories Over 10 Years video series pro bono for the #iWill Movement. The agency specialises in brand and design, video and animation, marketing campaigns, and creative PR.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/iwill_campaign
• YouTubeyoutube.com/playlist?list=PLxURVrFzvk1lI2yFYUHk2sLgdXUf5vNjM
• Facebookfacebook.com/theiwillmovement
• LinkedInlinkedin.com/company/iwillcampaign

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about #iwill