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South Africa experiences high levels of violence and trauma in a context where formal mental healthcare is not widely accessible. Lay (non‐professional) trauma counselling services, staffed by volunteers, often fill this gap in provision. Extant research highlights the risk of secondary traumatic stress and burnout for volunteers, and although volunteering is often a collective activity, research typically focuses on the individual volunteer's characteristics, motivations and attitudes. Drawing on a case study with one organisation, this study explores lay counsellors' experiences of providing voluntary emotional support in a context of high trauma and low resources. Semi‐structured interviews with volunteers (n = 12) explored the nature of the work, reasons for volunteering and perceptions of the organisation. Thematic analysis generated two overarching themes, each with three subthemes: ‘We serve our community …