One of the biggest challenges that I hear on a regular basis is the difficulty in finding volunteers for organizations, and specifically for long term positions. This may be the new norm as non-profit landscape continues to change quickly.

Why is the landscape changing so quickly and how can we better engage volunteers is the fundamental question.

It is not just the pandemic that shifting peoples focus but it had an impact considering the shift to virtual work, work/life balance, shifting priorities and the need for balance in people’s lives.

So how do we address this fundamental shift in volunteer recruitment. Firstly, it is not recruitment that we need to focus on, it is marketing our programs to focus on impact, benefits, and flexibility. Organizations need to stop using the phrase that starts with help…is that not implied? Is there not a better way to attract attention? Does Coke or Pepsi ask for help in selling their product?

We need to look at target marketing…engaging our marketing efforts to a focused group and reflecting on their needs as well. We need to look at this the first step of a relationship. We need to listen to what the volunteers are asking us, and we need to be responsive to their ability to provide time and skills.

Secondly, we need to better use social media and be present more often and not just when we need assistance. What is the story that you want to tell? How do you tell it? What does it look like? Who is your audience? This is not a one size fits all approach. We need to customize our marketing efforts with visuals that are reflective of the organization and the volunteers. Using stock photos is old school and not attracting interest. You may want to consider creating Youtube videos that you can upload to your volunteer website page, where you can introduce yourself and your program, making it more personal. There are so many ideas out there and the sky is the limit.

We need to better use our websites to tell the stories about we are and what we represent. We need to show the benefits, the impact, the value of volunteering and look at it as our dating profile. This is the firsts encounter that many volunteers may have with you, so you want to encourage them to dig deeper.

None of this information is new or difficult to accomplish but it takes time to make a plan that is strategic and put the time and effort into marketing your volunteer program so that there is name recognition and a value proposition that potential volunteers can get behind and support.

There are many other ways to market as well. You can look at brand ambassadors who are out in the community engaging with their networks and encouraging potential volunteers to look deeper.

Marketing volunteerism requires creativity and consistency but over time with the right messaging and exposure, you should see an increase of interest…. then you must think about the next steps which is just as important which is how you engage them and how you retain them because happy volunteers are your best marketing partners.

Challenge yourself and ask others for ideas, this is a group effort and not a lone wolf role.

Reposted with permission from: https://lorigotliebconsulting.wordpress.com/2024/07/09/help-i-need-somebody-or-is-there-a-better-way-to-ask-for-volunteers/

Check out Lori's other articles and lists of workshops here and her blog here.