Without volunteers, many nonprofit organizations wouldn’t be able to accomplish much. Volunteers allow nonprofits to increase their reach and serve more people. They also help fill staffing gaps and are essential when funding is inconsistent or when there’s a high demand for the organization’s services.
Despite this vital importance of volunteers, many nonprofits struggle to recruit them—in a 2022 survey of over 1,000 nonprofits CEOs, 46.8% said that recruiting sufficient volunteers was a big problem for their organizations. Many of these CEOs also reported difficulties retaining the volunteers they had managed to recruit.
If you’re a nonprofit leader facing a similar situation, the following strategies may help your organization find the volunteers you need.
1. Talk to Donors
People who have donated to your organization in the past are already familiar with and committed to your cause. They are financially and emotionally invested in the work of your nonprofit and more likely to offer continued support—not only in the form of future donations, but also as a volunteer. Plus, you already have their contact information, and they expect you to send future correspondence about campaigns and needs, meaning they won’t be caught off guard by an invitation to volunteer. Reaching out to donors about volunteer opportunities is a low-cost, high-reward task and can be an effective strategy to build your volunteer corps.
2. Partner with Schools
About 25% of high school and college students volunteer with nonprofit organizations in exchange for scholarships, school credits or graduation requirements, and other benefits. Volunteering is also a great way for students to diversify extracurriculars and enhance their resumes and college applications. In addition, it’s an excellent social outlet—students get the opportunity to meet, socialize, and form friendships with others who share their values. Many secondary schools have volunteer programs and partnerships with local nonprofits through which they can place their students, which makes them an appealing option for organizations looking for volunteers.
3. Partner with Companies
Local businesses offer another great outlet for nonprofit partnerships, since many have programs that connect employees with volunteer opportunities in their communities. Some companies even offer paid time off for volunteering. Other companies partner with local nonprofits to organize team volunteer days.
Many companies are eager to support nonprofits in this way, since it can enhance their brand and contribute to their ESG efforts, so they usually are motivated to help out. Employees also appreciate the break from their daily work and the opportunity to engage in something positive and productive outside of the office.
4. Work with Local Media
Local media are always looking for positive stories and human-interest content, and the work conducted by nonprofit organizations often fits this bill. A profile or story in a local newspaper, website, podcast, TV news, or radio station provides free marketing and introduces your organization to people interested in doing good in their community. However, the media isn’t automatically going to come to you—reach out to them with story ideas and tell them about your upcoming volunteer events.
5. Offer Different Kinds of Volunteer Opportunities
People have different skills and abilities, and not everyone will want to volunteer in the same capacity. For instance, some people aren’t comfortable interacting with the public, while others have very limited time to volunteer. Still others may have valuable professional skills, like accounting, event planning, and teaching. Organizations that offer multiple different volunteer opportunities will attract more volunteers. It may take some time and planning to reassess your organization’s needs and determine new ways to fit volunteers into your work, but this effort can pay off.
6. Have a Robust Online Presence
To attract volunteers, you have to advertise yourself where people are, rather than wait for them to seek you out. Most people are online, so use social media and digital ads to recruit volunteers. Also consider advertising on volunteer opportunity websites like VolunteerMatch.org, Idealist.org, and PointsOfLight.org.
Most importantly, you’ll want to create a dedicated website or webpage for volunteers where they can easily search all available opportunities at your organization and learn how to sign up. A more robust site can allow volunteers to create a profile, indicate the types of projects they’re interested in, and receive automatic notifications when a matching opportunity is available.
7. Ask Volunteers to Spread the Word
Turn volunteers into ambassadors for your organization by treating them well (more on that below) and asking them to spread the word about you to their family, friends, and coworkers. Whether they connected deeply with your mission or just had a fun time at a volunteer event, encourage them to share their experience.
For example, you can have volunteers contribute video testimonials for your website or social media, sharing why they enjoy volunteering, what they’ve gained from the experience, why they support your cause, or other positive stories. You can also create a special hashtag and ask volunteers to use it when posting photos and videos of their volunteer work on social media.
8. Show Your Appreciation
Showing your gratitude for your volunteers is essential if you want them to stick around. One of the most basic ways of doing this is sending thank-you letters after volunteer events and other occasions, such as Volunteer Appreciation Week and each volunteer’s birthday, if you have this information. Also consider sending surveys; this can help you gain valuable feedback and it lets volunteers know you care about their opinion. Other ways to show you care include volunteer appreciation dinners, lunches, and social events; recognition awards and shout-outs; and free swag if you have the budget.
Above all, help your volunteers feel like they are a part of a movement—something bigger than themselves. Keep them updated about the impact of their work and celebrate their contributions. When volunteers feel appreciated and connected to others in a common goal, they’re more likely to continue supporting your organization for the long term.