The ultimate guide to recruiting, engaging, and retaining volunteers

Volunteers are the heart and soul of nonprofits and associations, providing invaluable support to drive mission-focused work. Whether it’s through offering their time, expertise, or passion, volunteers play an essential role in advancing your organization’s goals.

Now more than ever, nonprofits and associations are facing economic hardship and uncertainty. For your organization to continue to provide your services to the community, meet the needs of your members, and amplify your mission, you will need to rely on your volunteers. Understanding the power of volunteers and leveraging their strengths can significantly enhance the impact of your organization and better help you serve your community during this time.

This guide will explore how volunteers contribute to nonprofits and associations, from expanding capacity and fostering community engagement to increasing advocacy and awareness. We’ll also dive into strategies for enhancing volunteer recruitment, onboarding, engagement, and retention. Finally, we’ll examine proven methods to turn long-term volunteers into donors and advocates, strengthening your organization’s support base.

The importance of volunteers for nonprofits and associations

Volunteers provide crucial support for nonprofits and associations to fulfill their missions. Here are some key reasons why volunteers are essential for mission-driven organizations: 

1. Cost savings
   Research conducted by the Independent Sector estimates that the national value of each volunteer hour is currently $33.49. Volunteers contribute their time and skills for free, reducing the financial burden on organizations and allocating funds to core programs and services.
   
2. Expanded reach and capacity
   Some nonprofits and associations have limited staff, and volunteers can help extend their capacity, allowing them to serve their members and communities better.
   
3. Expertise and skills
   Many volunteers bring professional expertise that nonprofits may not afford otherwise. Associations can leverage volunteers with professional expertise by empowering member volunteers to speak at conferences, teach at continuing education programs, or mentor others.
   
4.  Community engagement
   A well-structured volunteer program fosters strong community engagement by connecting volunteers to a shared cause, building relationships, and creating opportunities for meaningful participation. Your volunteers can also help foster stronger connections between your organization and community, increasing public trust and engagement.
   
5. Advocacy and awareness
   Volunteers can become ambassadors for your organization, spreading awareness about your mission and recruiting long-term support. With the proper training, your volunteers can confidently represent your organization online and in person.
   
6. Diversity of perspectives
   A diverse volunteer base is an excellent approach to bringing fresh ideas, innovation, and new strategies to tackle organizational challenges. Work with your organization to create a broad volunteer base to meet the many needs of your members and communities.
   
7.  Fundraising and donor support
   Volunteers are vital in organizing fundraising events, assisting with donation drives, and securing sponsorships. Spreading awareness, leveraging personal networks, and managing event operations are just some of the ways your volunteers can help at fundraising and donor events.

How to recruit the right volunteers

Effective volunteer onboarding and training sets the stage for a positive experience, ensuring your volunteers feel welcome, prepared, and motivated to contribute to your nonprofit or association.

Here are some best practices you can adopt in order to enhance onboarding and training opportunities at your volunteer program:

1. Streamline the volunteer application and screening process
   Keep your application simple while collecting necessary information like skills, availability, and volunteer interests. If necessary, conduct brief interviews or background checks and offer a quick follow-up process with clear next steps.
   
2. Foster a welcoming environment
   Begin by sending a welcome email or call, confirming the volunteer’s role, program expectations, and next steps. Ensure your new volunteers feel valued and integrated into your program by assigning mentors or buddies to support recruits.
   
3. Host an engaging orientation
   Introduce your organization’s mission, history, and impact to help your volunteers connect with your cause. Outline volunteer expectations, policies, and procedures in a volunteer handbook or presentation. Provide detailed role descriptions and explain how the work of individual volunteers fits into your larger organization. Also, include contact information if your volunteers need support or guidance.
   
   Share success stories and invite current volunteers to speak about their experiences to inspire long-term commitment. Use icebreakers or small group discussions to foster connections between your volunteers. End your orientation with a tour of your organization showing where your volunteers will work.
   
4. Empower volunteers with resources
   Provide training manuals, volunteer FAQs, an online resource hub, or a dedicated channel on your online member community. When you create checklists or guides for your volunteers, they will feel empowered with the knowledge to succeed in their new role.
   
5. Evaluate and provide ongoing support
   If you have volunteers interested in leadership roles, serving in advocacy opportunities, or teaching in your continuing education program, consider offering continuous training to ensure these members receive the support they need to succeed.
   
   Additionally, ask for volunteer feedback to improve your onboarding and training process, being sure to adjust your program based on the feedback you receive to enhance program engagement.

By implementing these best practices, your nonprofit or association can create a smooth onboarding experience, equipping volunteers with the necessary skills and building a stronger, more committed volunteer team.

How to keep volunteers engaged and motivated

The ASAE Research Foundation found that most volunteers are satisfied with their volunteer programs. Approximately half (54%) of the volunteers surveyed reported they were very likely to remain volunteers for their organization, and 62% would recommend volunteering to a friend or colleague. 
 
The process of keeping volunteers engaged and motivated to ensure they will remain volunteers and recommend your program takes work, but as organizations are facing budgetary constraints, it’s vital to take the necessary steps for retainment. Follow these strategies to foster a long-term commitment to your volunteer program, enhancing their impact on your nonprofit or association: 

1. Build a strong community and sense of purpose
   Creating a welcoming and inclusive environment will help your volunteers feel valued and respected. Encourage team-building activities and networking opportunities to build a sense of community amongst your volunteers.
   
2. Offer flexible and meaningful roles
   Work to align your volunteers to roles that match their interests, skills, and passions. Show how the work of your volunteers directly contributes to your organization’s mission.
   
   Provide different volunteer opportunities, including remote, short-term, and long-term. And allow your volunteers to explore new tasks or switch roles if they’re looking for new options.
   
3. Recognize and reward volunteers
   Express gratitude through verbal thanks, handwritten notes, or social media shoutouts. Award your volunteers or provide small incentives like a volunteer perk program. Host volunteer appreciation events and recognize volunteers’ anniversaries, completed projects, or exceptional contributions. During these events, share success stories that highlight their impact.
   
4. Foster personal and professional growth
   Offer your volunteers training programs, skill-building workshops, and leadership opportunities to keep them engaged. Provide mentorship programs or networking events to help volunteers grow.
   
5. Gather feedback and improve
   Regularly update your volunteers on projects, their impact, and organizational news—check-in with your volunteers to ensure a positive program experience. Use surveys or informal chats to refine your recruitment and engagement strategies and involve your volunteers in decision-making when possible.

You can ensure long-term commitment and motivation by making volunteers feel valued, supported, and connected to your mission. 

Using technology to streamline volunteer management

You can use technology to streamline volunteer management, saving your organization time, improving efficiency, and enhancing engagement. Here’s how nonprofits and associations can leverage technology to strengthen volunteer management: 

1. Centralized volunteer database 
   Use software to store your volunteer contact information, skills, availability, and history. Easily track hours, certifications, and engagement levels
   
2. Online recruitment and applications
   Create digital volunteer applications for easy sign-up. And automate screening and onboarding processes to speed up volunteer recruitment.
   
3. Automated communication and engagement 
   Send welcome emails, reminders, and updates via automation tools. Use SMS, email, or app notifications to keep your volunteers informed. 
   
4. Self-service scheduling or sign-up
   Empower your volunteers to sign up for the right opportunity or their next volunteer shift. The right technology will help you showcase your volunteer opportunities and enable volunteers to sign up. 
   
5. Online training opportunities and resource management
   Offer online volunteer training modules, webinars, and digital handbooks. Track volunteer training completion and assign certifications as needed.
   
6. Recognition and feedback
   With the right software, you can send automated thank-you messages and track important volunteer milestones. Also, collect feedback through volunteer surveys and digital forms.

By leveraging the right technology, nonprofits and associations can increase efficiency, improve communication, and boost volunteer engagement while reducing administrative work.

Measuring volunteer impact and success

You must accurately measure your volunteer impact and success to improve your program and demonstrate its value to your stakeholders. Here’s how you can effectively track and evaluate your volunteer efforts: 

1. Track volunteer hours and contributions

A key metric for measuring volunteer impact is determining volunteer participation and retention. To do so, you’ll want to consider the following factors:

• Total number of volunteers (active and new recruits).
• Volunteer retention rate (how many volunteers return after their first experience).
• Average length of service (short-term vs. long-term engagement).
• Total volunteer hours logged (tracked through software or timesheets).
• Attendance rates at events, projects, and training sessions.
• Number of tasks completed (e.g., meals served, items distributed, clients helped).
• Success rate of initiatives driven by volunteers.
• Beneficiaries served (ex. number of people impacted by programs).
• Project outcomes (ex. increased literacy, environmental cleanup improvements).
• Volunteer-driven fundraising success (ex. dollars raised through events they support).

Considering these volunteer participation and retention factors will help you better understand your volunteer program’s total impact.

2. Gathering feedback to improve programs

Take time to complete volunteer surveys and feedback forms to assess their experience. Gaining volunteer feedback will help you gauge volunteer satisfaction and engagement levels. Consider asking how likely a volunteer would recommend your program to a personal or professional connection, or ask if a volunteer would consider taking a leadership role.

3. Showcasing volunteer impact in annual reports and marketing

Demonstrate the financial value of your volunteers’ time in your annual report and marketing materials. You can do so by calculating your volunteer labor value (ex. multiplying the total hours by the estimated dollar value of volunteer time in your area).

In your annual report and marketing materials, you can highlight some of the key metrics listed above, including volunteer-driven fundraising successes, key project outcomes, total volunteer hours completed, total number of volunteers, and more. Try showcasing individual volunteers and their stories to make your annual report more member-centric.

How to turn volunteers into long-term advocates and donors

Turning volunteers into long-term advocates and donors can significantly strengthen your nonprofit or association’s support base. Volunteers deeply connected to your mission are more likely to champion your cause, donate, and bring in others. As many organizations are struggling with funding freezes or budget cuts, increasing your donor pool through your volunteer base is crucial.

Here’s how to nurture the transition from volunteer into advocate and donor:

1. Build a strong relationship with your volunteers
   Show appreciation by recognizing your volunteers’ efforts with personalized thank you messages, awards, or recognition events. Make volunteers feel valued by highlighting their impact on your mission. Offer leadership roles or training opportunities to empower volunteers to develop professionally and deepen their connection to your organization.
   
   Stay engaged with your volunteers by keeping in touch through periodic emails, updates on their volunteer contributions, and invitations to events. Share volunteer success stories that highlight the impact they’ve made in your community and your organization. 
   
2. Connect volunteers to your mission
   Share the bigger picture by regularly demonstrating how your volunteers’ work impacts the community and aligns with your organization’s goals. Involve your volunteers in decision making or empower them to be part of a strategic initiative.
   
   Host exclusive volunteer appreciation events or gatherings to provide updates on your organization’s achievements and plans. Use these events to introduce advocacy and donation opportunities. 
   
3. Educate volunteers about advocacy and giving
   Teach volunteers how to advocate for your cause in their networks, through social media, or by attending events. Empower volunteers with the knowledge to speak on behalf of your organization, including key facts, statistics, and talking points.
   
   Highlight giving opportunities at your organization, such as monthly donations, matching gifts, or legacy giving. Inform your volunteers about how they can contribute beyond volunteering (ex. donating goods, raising funds, or hosting events).
   
4. Facilitate the transition from volunteer to donor
   Provide easy-to-use donation platforms (online, text-to-give, recurring donations) and ensure volunteers can access them. Offer donor recognition programs, such as special events or acknowledgment on social media, to make giving feel rewarding.  
    
   Volunteers may be more likely to become donors if they feel their initial involvement can evolve gradually into something more significant, so encourage small one-time donations or small fundraising campaigns as a natural first step.
    
5. Cultivate a culture of giving and advocacy 
   Build a community of volunteers-turned-advocates by organizing regular meetings or online groups through your online member community to discuss opportunities for supporting your cause, including fundraising or outreach. Provide resources for volunteers to host their own advocacy events or fundraising drives. 
    
   Volunteers who see proof of the real difference they’re making are more likely to become long-term advocates and donors. Continuously share data and success stories about how your volunteer contributions (including time, money, or advocacy) have made a tangible impact. 
    
6. Personalize your giving request 
   Send personalized donation requests to volunteers, especially those committed to your organization over time. Share impact updates that show how their volunteer time and support can be leveraged to create even more significant change.  
    
   Let volunteers know you appreciate their work and that their transition to supporting your cause financially is a natural next step in deepening their commitment.

By continuously engaging volunteers, highlighting the impact of their work, and encouraging advocacy and giving, your organization can transform volunteers into long-term advocates and donors.

Learn more volunteer engagement strategies

While nonprofits and associations may be facing uncertain times, investing in volunteerism is a vital strategy to boost organizational stability and foster long-term support. Volunteers are an indispensable asset to nonprofits and associations, offering their time, skills, and dedication to advance your organization’s mission. Volunteers play a crucial role in every aspect of your operations, from providing cost savings and expanding capacity to bringing diverse perspectives and fostering community engagement. By recruiting the right individuals, ensuring effective onboarding and training, and keeping volunteers motivated and engaged, you can build a strong, passionate team committed to your cause.

By nurturing these relationships, you can transform volunteers into long-term advocates and donors, ensuring the sustainability and growth of your nonprofit or association. With the right strategies and support, volunteers can be your greatest champions, amplifying your impact and helping you make a lasting difference in the community.