Nonprofits Must Reimagine Volunteer Engagement

Volunteers Can Drive Significant Improvement in Your Outcomes.

Looking to elevate your impact? It may be as simple as reimagining your volunteer engagement!

Volunteers are an integral part of the nonprofit sector, and the act of volunteering has been proven to provide mental health benefits. Yet, in recent years there’s been increasing discussion about the decline in volunteer rates and the lack of community engagement, so where do the problems lie? My mantra in consulting has been “Don’t blame the volunteers, look internally.”

The discussion about why people aren't volunteering has reached a deafening roar over the last few years. In fact, just last fall, Science Daily and several others reported on a new study that linked the decline in volunteering to economic conditions. That was just another in a long list of “reasons” the experts tout in a perceived decline in volunteer rates. Many others have been mentioned excuses like a lack of awareness, busy lifestyles, a generational shift and an increasingly digital world. They certainly are external influencers, but on

ly one side of the story.

My perspective is different and comes from 10+ years of nonprofit consulting and decades more of working with and for nonprofits in volunteer and paid capacities. It is this experience that provides an inside view of the nonprofit environment and leads to my opinion that the sector itself needs to take much of the blame for the decline.

The external reasons have value and are contributing factors, but to blame them is perpetuating the sector as a victim. Instead, I suggest that this supposed shift in volunteer drive should trigger an internal evaluation and soul searching on behalf of the nonprofit organizations.  We need to be asking questions like the following: What could we do to make volunteering more convenient, more positive, and more inviting? Are we utilizing volunteers in the appropriate manner? Rather than increasing staff, could volunteers assume some roles? What else could we be doing if we had more volunteers? How do we value and support our volunteers?

I’ve heard all of the talk about why we don’t use more volunteers, why we can’t find volunteers etc. It’s time we abandoned the negativity and look at the positives around volunteering and use those to promote it. If you can get to that point, take a serious look at these seven considerations surrounding the attraction of volunteers.

Professional & Consistent Outreach

Your volunteer appeal is a first impression. Do it well and often. Cover all the bases through social media, personal contacts, and at your events. Remember, most volunteers need a personal request before responding to an appeal. Review how you go about asking and who is doing it. Give the recruiters the tools and talking points needed.

Talk About Impact

When reaching out to the community for volunteers, it’s an ideal time to highlight the impact of your organization. More importantly, showcasing the impact an individual can have by volunteering will make the idea more appealing. Let them know what they can accomplish, how they’ll make a difference and what they will gain from giving of their time. Answer their question, “What’s in it for me?”

More Engaging, More Fun

Many younger volunteers are concerned with the social aspects of volunteering. Show how meeting the needs of your organization can be social and fun. Highlight the connections they’ll make and the networks they’ll build.

Offer More Flexibility

The days of pigeonholing volunteers into our schedules and molds are over. Consider attracting volunteers with short-term opportunities (single day offerings) micro-tasks (helping write a press release) or volunteering for a specific event.

Open Diverse Tasks

Organizations have been guilty of relegating volunteers to menial tasks when potential available volunteer tasks may be more diverse. Consider opening opportunities to help with your digital presence, financial planning and more. Accommodate digital offerings that don’t require them to be at a specific time or place.

Matching Skills

With the previous idea in mind, the need to better match volunteer skills becomes a reality. Take advantage of what potential volunteers have to offer by interviewing them, having them complete a survey, or checklist of skills they’re interested in sharing. They will feel seen, heard, valued and will be more satisfied in their position.

Incentives

While volunteers will say they don’t need the incentives, they can’t hurt. Brainstorm ways you can offer unique recognition and gratitude. An annual banquet, mention in newsletters, thank you letters written by the board, discounts at commercial partners and more. Every little bit of recognition builds the connection to your organization and keeps volunteers engaged.

Despite what the trends would have made us believe, volunteers are out there, but admittedly their needs have changed, and we need to as well. Our organizations must reinvent potential volunteer contributions and the ways we’ve encouraged their engagement.  Step back, review, and rebuild your approach. Doing so will result in more volunteer hours and better outcomes.