Terry Ryall has worked in the voluntary and public sectors for most of her career-she says it's where her heart lies. But now that she's running V, a charity that launched in May, she's beginning to get a sense of how directors of small business start-ups must feel. Within five months, she says, she's already faced some big challenges. Following the Russell Commission's recommendations for greater youth involvement in volunteering, she says, "there were very high expectations that we'd make an immediate impact". She's been asked to raise £50m from the private sector in two years. And she's trying to carve out a niche for V in a growing market while maintaining best practice.

Ryall invested "in finding the right interims" to help her, because "it's not about carrying the whole load as an individual, but about knowing where each member of the team can make a contribution." She's also learnt that lots can be achieved in one day: "One minute you're working with the young people, then you're in with ministers, then contractors, HR specialists, lawyers... Keeping the sort of organisation that you want within all of that, I've learnt, is a huge capability of mine I didn't know I had."

She claims an open and direct leadership style can "move mountains", which might explain why 25 large businesses have signed up to work with V. She makes it her business to understand the "key drivers" of each because, as she explains, "once you understand what their interests are in your organisation, and what the common ground is, you work on the things of concern to them while preserving your own independence."

So what are their motives? From Ryall's experience, "the whole notion of youthfulness within communities, community connections and social action applies to many organisations' CSR agendas." She adds that it's extremely important for the future prosperity of companies that they see how they are perceived within the local community and make a connection. "Small and medium-sized enterprises can make a real difference to the community in which they operate," she goes on, "because their investment, whether it's money or in kind, can be matched by our match fund."

Young people are historically less likely to volunteer. But, Ryall says, getting them involved with community groups benefits society and the economy. "I'm deeply impressed with their understanding of some of the more isolated areas we may need to work in," she says. "For example, they have ideas about how they might make a difference to the suicide rate of young men. This can be extremely engaging."

At the same time, she adds, they learn skills from volunteering that makes them attractive to employers: "Things like their ability to work with others, to communicate in a straightforward manner, to understand stakeholders, to lead a team and to be skilful in managing conflict."

Four young people sit on V's board of trustees because, as Ryall points out, it is important to be in touch with the people that you're trying to target. She adds: "They give up their time so they can represent V and what it's all about. It's not just about what's in their neighbourhood, it's what's in their world."

www.wearev.com