When I visit “volunteer” pages on websites I’m often left with a feeling of emptiness. The page usually just says the organization needs volunteers, please fill out a form or call for more informatio
Folks, most people won’t do that! Instead you have to bring the volunteering to them and showcase options for getting involved. Like this:
No Panic shares both potential ways to get involved and the abilities people need to possess to volunteer. CARE took it a step further:
I LOVE THIS! They didn’t just list a few ways to volunteer. They let people know in advance- based on data the organization gathered- the time commitment for each volunteering option.
Brilliant!
Your organization should come up with different ways to get involved. Give people a choice so they can find what matches their skillset and passion. Helping create that match will make for a much more successful volunteer program- and further connect each volunteer to your organization.
(If you’re having problems recruiting volunteers, the Google Ad Grant can be a helper in finding them. Additionally, have a look at this list of 20 ways to recruit volunteers.)
HOW TO: Retaining volunteers starts when you’re recruiting them. Use the volunteer page on your website to list volunteer options (like the Houston Food Bank and Rales Jewish Family Services do). Another good idea is this American Red Cross mini-questionnaire which you fill in and it helps you figure out which volunteer role you’d be best suited for.
Now let’s move to step two: Building relationships with volunteers so your organization grows and thrives.
What it’s all about
Fundraising and marketing is all about money building relationships. Volunteers are no different- just because they’re providing “free labor” doesn’t mean you shouldn’t be actively working to connect and engage with them. Your organization should WANT them to stick around for as long as possible.
What does that look like? Here are some ideas:
- The onboarding process: Don’t just ask them to sign some paperwork and show up next Monday at 3pm to join your program. Provide a proper orientation! At the end of orientation they’ll know your org better. They may not know everything but they’ll have a good grasp of your mission, who you help, your programs, their specific role and more. This helps set them up for success.
- Don’t take them for granted: Lead with gratitude, continue with gratitude and end with gratitude. If you see them as a way for you to save money, you’re doing it wrong. Let them feel the love, feel wanted, feel good about what they’re doing. They’ll stick around longer.
- Feature them: Highlight and spotlight your volunteers in all your fundraising and marketing collateral. In direct mail and emails, impact reports, social media posts, event pages. You should certainly celebrate volunteers on your website! There’s another byproduct of showcasing your volunteers: Social proof. People will see their peers volunteering for your organization and they’ll want to join. Win win.
- Provide added value: They’re interested in your mission. Open up opportunities for volunteers to learn more. For example, educate them further about the issue you advocate for whether that’s through in person events with a topic expert, webinars or live Q&A on Facebook. Providing added value helps people feel closer to your organization and its goals.
- Celebrate them: Have an annual fun event for your volunteers. Hand out awards. Celebrate what they’ve done individually and as a collective. Show them how they’re helping your organization move forward.
Spend time and energy into building relationships with your volunteers. Doing that will benefit your organization- not just in impact but also with your fundraising.
Expert tip from me: Many organizations are afraid or hesitant to ask volunteers for a donation.
My response: If you’ve built a relationship with them, ABSOLUTELY make the ask! They have seen your programs and services up close, they know who you’re helping and how you do it. They have firsthand knowledge of the need. Ask them! (5 tips for building donor relationships through volunteering)
Volunteers are some of the most wonderful people you’ll ever meet. They selflessly give what they can to help your organization move from survival to thrival.
But that only happens if your recruiting gets better and you work hard at building relationships with them.
