Engaging volunteers through impact-oriented approaches

Despite working with volunteers for nearly two decades, I can still find myself occasionally spinning in circles, slowly going down the drain of ineffective recruitment, with phrases like:

• “I just need one more spot filled in the community garden.”
• “It will only be a small commitment.”
• “It’s not a difficult job, anyone can really do it.” 

These phrases, while typically true, do little to inspire confidence and a sense of personal value for the individual stepping forward. The person hearing one of these phrases will undoubtedly ask, “If anyone can do it, why does it need to be me?” 

We all have a storehouse of excuses to get ourselves out of work. Good recruitment is partly about not giving people a reasonable way out. If we want to be effective recruiters, we need to show people they matter.

Improving volunteer recruitment with a personal, value-added approach

Research within Extension’s volunteer recruitment and retention practices has shown us that enhancing volunteer satisfaction occurs both within the organization's relationships and the individual's volunteer role. Ensuring that volunteers experience a sense of personal value (what I do matters) and relational value (I feel valued) is an essential part of leading and managing volunteers. 

Reframing volunteer requests to show impact

If we want to become more effective at recruiting and retaining volunteers, we need to begin to shift our language to show them the value. 

• Instead of saying, “I just need one more spot filled in the garden.” Say, “There’s one more opportunity to grow food for our local residents in need.”
• Instead of saying, “It will only be a small commitment.” Say, “I need someone to show up for two hours who wants to see kids smile.” Or better yet, “Your two hours of dedicated time may be the highlight of these kids' month.”
• Instead of saying, ““It’s not a difficult job, anyone can really do it.” Say, “Your presence and time is a gift, can you share some of it with the program?” or “You are such a patient person, will you share that gift for us today?”

Likewise, showing volunteers the immediate impact of their volunteer work enhances their sense of value. Too often our recognition strategies are rigidly designed and delivered too late. 

When we can show appreciation and recognition of volunteer work in the moment and point to its value, we can invest large deposits that fuel a volunteers tank, which I will add often needs more refueling during their volunteer service than after it is finished. 

Instead of handing out uniform awards to all of your first-year volunteers, consider spotlighting the unique work each of them contributes at monthly intervals throughout the year. Let’s be honest, would you rather be acknowledged for serving for your first year of service or for mentoring 11 youth who all increased their sense of self-confidence? 

Making specific, impactful and value-oriented statements to our volunteers will enhance your recruitment and will support your retention as you cultivate volunteer satisfaction with and within your organization.