Success Story
Helping a national institution reach important milestones
The DofE is marking its 70th anniversary alongside record-breaking participation. Find out how working with Investors in People has helped the charity turn the same care it shows young people inwards, towards its own people.
Helping a national institution reach important milestones
The Duke of Edinburgh’s Award (DofE) has a long and rich history of helping young people learn new skills, make new friends, discover hidden talents, and take on challenges they never dreamed of. It’s become such an established part of UK life that many people have either taken part themselves or know someone who has.
The charity has a lot to celebrate recently. Throughout 2026, it’s marking its 70th anniversary and as of April 2026, announced that in the last five years, the charity had achieved record-breaking participation figures. Over 1.6 million young people started a life-changing DofE Award – a 27% growth in comparison to the previous five-year period. On top of all that, the DofE achieved its Investors in People Gold accreditation in 2025.
When such an established and important institution is hitting big milestones and helping young people prepare for adult life, it might seem at first glance that it doesn’t need much support from external companies. So how does it benefit from working with Investors in People? And how does this relationship make sure the charity stays relevant with every new generation of young people?
A shared outlook on helping others
The DofE charity and Investors in People are kindred spirits in many ways. Dedicated to helping others, and making sure their working practices are supportive and inclusive, they share many of the same values. This has meant that, when it comes to making sure its People Practices match those values, the DofE has found regular Investors in People feedback mirrors its own language and structures.
For example, senior leaders know their people want their work to make a real difference. So, for an organisation built around personal development and doing everything they can to help their people do their best work, the ‘We Invest in People’ framework and advice from Investors in People has always felt natural to implement.
“Working with Investors in People over the years has given us a great framework to work within. It not only tells us what we’re doing well but also tells us where we can do better. We get to hear what our people are saying and what we can do to make a difference to them and their work, and it’s enabled us to build responses to this feedback into our organisational strategies and philosophy.”
One way this has worked was back in 2019, when the DofE wanted to show that the charity was for everyone, and offer more young people from different backgrounds the chance to develop invaluable life skills. Senior leaders knew that to reach those young people, colleagues needed specialist training and updated skills to better relate to these young people from different demographics. Young offenders, for example, needed support workers who understood their situations and circumstances and could support them appropriately.
After gathering feedback through the Investors in People accreditation process, the DofE introduced targeted training programmes for their people. Reflecting what was in the Building Capability indicator from the Investors in People framework, senior leaders tracked how this investment strengthened their people’s skills and development. As a result, colleagues were better prepared to connect with young people from different backgrounds, helping more young people feel listened to and enabling them to see how DofE related to them and their experiences.
A critical friend
Senior leaders at the DofE know that initiatives like this need the right foundations to increase the chances of success. And that’s when support from Investors in People practitioners come into play.
The charity’s relationship with Julie-Anne Hayes has helped guide leaders through assessments, unpack findings and decide what to focus on next. This has highlighted what’s working well and where change will make the biggest difference. That feedback has been built into strategy and planning, supporting the DofE’s ambitions as it continues to grow. It’s an ongoing cycle of reflection and action; one that not only supports continuous progress but also gives an outside perspective to challenge thinking and celebrate success.
“The DofE has always been about helping young people develop the skills they will need later in life. So I make sure that they turn that passion and dedication inwards, to their own people. Both the DofE and Investors in People have similar benchmarks when it comes to measuring success, so I’ve always worked to show them what inspiration they could take from our framework to take the next steps.”
Importance of trust
A large part of the DofE’s success over the years is the trust it builds with young people. They know they’ll be treated with respect and encouraged to work through issues like adults. The charity also knows that it’s just as important to have that trust internally. Its trainers and employees know they can rely on having the backing of senior leaders, who trust them to do what needs doing.
The Investors in People framework outlines how trust is the foundation of any organisation, and the DofE has harnessed ideas around transparency, accountability and involvement from it. It has helped the DofE ensure that it’s not just young people that thrive with them, but also its own people do too.
“It’s been a tough few years for a lot of young people. Many are still feeling the impact COVID lockdowns had on the fundamental years of their development. Working with Julie-Anne and Investors in People has helped us focus on making sure we can reach those who would benefit greatly.
“I love Julie-Anne’s recommendations and how she has pushed us to do more. Whenever we talk about the Investors in People framework, and how broad and flexible it is, I can see how we can easily adapt to it. So I know, as we grow and change, the support will always be there to help us out.”
As the DofE celebrates its 70th anniversary, it has continuously strengthened how it supports its people, using Julie-Anne’s recommendations to build trust and keep improving. It’s a commitment that has helped it achieve a Gold Investors in People accreditation in just six years. So, as the charity adapts to the needs of each new generation, Investors in People will be there for support, offering structured feedback and guidance to stay future-ready.
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