Volunteers are extraordinarily valuable to organizations, especially non-profits and charities. They extend capacity, often allowing an organization to offer more programs and services to the community it serves. Great volunteers also bring perspective, skills, and diversity. If you’re looking for new volunteers, how do you attract great ones to your network? It comes down to the way you communicate during and after the recruitment process.
The first thing a prospective volunteer will do is Google you. Your website is likely geared toward your customers and patrons, so you’ll want to create a specific page for volunteer information. Gear the tone and messaging to the volunteers you are hoping to attract; for example, can the role be filled by someone who has a full-time job and family commitments, or are you hoping for a retired person who may have some more time on their hands? Clearly lay out your needs and requirements, but understand that you may have to make adjustments based on the skills, interests, and availability of your candidates. For example, many organizations I’ve worked with hold volunteer meetings in the evenings so that the work day is unaffected.
Avoid an overly “salesy” tone, and opt for a more conversational or personal one. Remember, time is more valuable than money, and you’ll need to make a meaningful connection if you’re going to convince them to share their finite number of daily hours with you.
Volunteer candidates have different motivations than employees; they can’t be tempted by a competitive salary or a good benefits package. While they may sincerely want to contribute to your cause, they may also be looking for an opportunity to develop skills, make friends and connections, or build their portfolio. Don’t focus solely on what you want your volunteers to do for you; instead, explain how it can be a mutually beneficial relationship. This diagram from Volunteer Canada demonstrates the many values of volunteering:
Once you have chosen a candidate, ensure that they have a positive onboarding experience. Keep up the momentum of that initial connection by giving them the attention you’d give any new employee: information, expectations, and a project they can start on right away. More than once, I’ve heard of volunteers leaving after only a few months with an organization because there was a lack of direction about what they should be doing. This can be avoided by designating a volunteer coordinator or point of contact who will be able to address any questions or concerns. It can be hard to allocate this kind of time with limited resources, but it’s worth developing a welcome package and other communications for the long-term engagement of your volunteers.
Your volunteers can become your biggest champions. Be sure to collect feedback through regular meetings and an annual survey. Testimonials and stories can be used for blog content, marketing tools, and recruitment, so don’t be afraid to ask your volunteers to share their experiences. It also won’t hurt to hold Volunteer Appreciation events every so often. Let’s celebrate our volunteers, the heart and soul of our community!
Written in celebration of National Volunteer Week. To learn more, and for volunteer management resources, visit the Volunteer Canada website.
Chong Communications 