Recruiting volunteers can be one of the toughest challenges nonprofit organizations face. At the heart of all recruitment processes are 3 key questions:
- What motivates people to volunteer?
- How can my organization appeal to new volunteers?
- How can you ensure an organized recruitment process?
In this first blog post of our new Volunteer Coordinator Resource Series, we’ll take a look at these key questions to gain a high-level understanding of what the recruitment process looks like and how you can achieve recruitment goals.
Understanding Volunteer Motivations
Okay, so you need volunteers – but what makes people want to volunteer? It’s important to recognize that there are different types of volunteer motivations. Understanding volunteer motivations will enable you to tailor volunteer positions to align with both the individual’s and the organization’s goals. No individual will be the same, and their motivations may fall under a number of categories; however, here are some potential types of volunteers you might encounter, each driven by a unique motivation:
Community-minded volunteers are intrinsically motivated and are looking to give back or contribute to the community in a meaningful way. They are most likely to pursue positions that align with their own individual values and connect with organizations that use meaningful messaging.
Development-minded volunteers are extrinsically motivated, typically looking for a position to fulfil a requirement or obligation. For example, this could include students looking for volunteer experience to develop a more well-rounded resume. Keeping this in mind, mentioning tangible rewards, such as the tracking of volunteer hours or opportunities for mentorship, could provide more motivation.
Social-minded volunteers are typically looking for the social experience that volunteering can provide. Seeking entertainment could be more motivated by a specific event opportunity rather than the organization itself. Offering group volunteering or social orientation sessions is something important to consider.
Appealing to Different Motivation Levels
When creating volunteer roles, it’s essential to acknowledge that beyond their motivations, volunteers may also seek positions that match their schedules, utilize their skills, align with their passions, or are mutually beneficial. Therefore, organizations should consider the following points to appeal to different motivation levels:
- Developing positions that are short-term, episodic, and project-based. Having specific timelines and obligations outlined from the beginning to ensure clarity for potential volunteers.
- Ensuring tasks are skill-based and measurable. Considering how you can help volunteers build their skill sets should be at the forefront of any position planning.
- Keeping tasks related to individual interests and passions. Focusing on certain topics that appeal to individual passions can create more excitement and motivation.
- Making the experience mutually beneficial for the volunteer and the community. Extrinsic rewards are a hugely motivating factor. Think about how you can give back to your volunteers as they help the organization.
Having a Recruitment Strategy
Now that we’ve thought about what drives people to volunteer, how can we ensure that your organization appeals to them? Having an effective volunteer recruitment strategy is essential in helping you pinpoint how you’d like to appeal to new volunteers. With the proper tools in place, you can fulfill volunteer needs while staying true to your organization’s vision. When crafting your recruitment strategy, think about addressing the following points:
What are your organizational needs? By considering the true needs of the organization, you can narrow down the gaps in your current volunteer structure. Are your needs more event-based, or operations-based? Consider the needs of the community you primarily serve – are there particular skills or areas of knowledge you are looking for?
How do you evaluate volunteer impact?
Evaluating the impact of volunteer time on an organization is crucial for several reasons, including enhancing volunteer engagement, attracting new volunteers, and demonstrating the organization’s value to the community it serves. You may consider implementing systems that track quantitative (hours contributed, completed projects, cost savings) or qualitative data (feedback, stories, awards and recognition) to be able to share the story of volunteer impact for your organization.
What is your voice? Your organization’s messaging is essential to appealing to potential volunteers. Your organizational voice can help ensure you attract people with volunteer goals that align with organizational values. By staying true to your voice, calls to action have more power by showing the personality of the organization and building a strong connection with your audience.
Which recruitment channels should you explore? Leveraging certain recruitment methods can be essential in appealing to new volunteers. Often, calls for volunteers can be lost in the vastness of social media. Think about where you want your ads to be seen. Are you looking to appeal to people already familiar with your organization through email, or do you need to use an online volunteer position board to reach a wider range of applicants? Is it easy to find your website, and is it easy to navigate your website for volunteer opportunities?
Ensuring an Organized Recruitment Process
Now it’s time to start recruiting – but what’s the best way to do that? A smooth recruitment process doesn’t have to be hard to achieve. By working to ensure that everything is organized from the beginning, volunteers are more likely to have a positive experience and continue to volunteer in the future. Leverage existing resources to help yourself in crafting positions, assessing volunteer skill sets, and performing the initial orientation. Check out some helpful resources below:
The Recruitment Process
- Volunteer Management Handbook: A Resource for Organizations Assisting Newcomers to Canada– Volunteer Canada
- Volunteer Recruitment Workbook – Volunteer Toronto
- Introduction to Planning and Recruitment – Volunteer Toronto
- Volunteer Recruitment and Hiring (video/slides)- Volunteer Alberta
Developing Volunteer Positions
- Developing Volunteer Positions (video/slides)– Volunteer Alberta
- Freedom to Care Act: Scope of duties considerations – Government of Alberta
Volunteer Risk Assessment Tools
- Risk Assessment Checklist – Volunteer Alberta
- In-person Volunteer Risk Assessment Matrix and Virtual Volunteer Risk Assessment Matrix – Volunteer Alberta
- Developing Screening Policies and Assessing Risk (video/slides) – Volunteer Alberta
General Volunteer Guides
- The Screening Handbook (2012)– Volunteer Canada
- Virtual Volunteer Screening Engagement Guidebook – Volunteer Alberta
You can find all of our Volunteer Screening & Engagement Resources in our Resource Library
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In conclusion, volunteer recruitment doesn’t need to be intimidating! By understanding volunteer motivations, crafting a recruitment strategy, and ensuring an organized recruitment and screening process, your organization can attract more volunteers and achieve any recruitment goals.
References:
https://edis.ifas.ufl.edu/publication/FY1524
https://volunteeralberta.ab.ca/resources/developing-volunteer-positions/
https://www.galaxydigital.com/blog/volunteer-recruitment-ideas
20180920-Position-Description-Risk-Full-1.pdf (volunteeralberta.ab.ca)
Basics_1_-_Introduction_to_P.pdf (ymaws.com)
About the Author
Kenzie Hopp (she/her)
Kenzie recently graduated from the University of Alberta with a BA in Economics and actively works to develop her knowledge of the non-profit sector through her role as a Communications Contributor. With previous experience as a non-profit marketing assistant, she joined the VA team in October as a Newsletter & Social Media volunteer to explore her interests in marketing and communications.
Aside from volunteering, Kenzie works in banking as a Credit Analyst and enjoys cozying up with a good book, hiking with friends, and watching movies at Metro Cinema! Kenzie hopes to be known for her curiosity and kindness by all she meets.