Volunteer Recruitment – It’s About What They Need, Not What You Need
When we think about the risks of volunteer engagement, injuries or liability exposures might come to mind first. But in a world where gaining the services and support of good volunteers is a competition among nonprofit organizations, it’s a risk not to have the right messaging to attract those volunteers to your organization.
In a recent Webinar, Tobi Johnson of Tobi Johnson Associates offered guidance on minimizing the risk of “old school” thinking about recruitment.
Old school thinking lets everyone know what you need – the kind of volunteer assignments you have, qualifications needed, etc. But social media and modern communication tools have given the power to volunteers, and would-be volunteers, to find the kind of engagement they need…the kind that they consider worth the time it requires. They might not be aware of your organization, but they search online for “volunteer opportunities near me.” Their search presents an opportunity to attract a volunteer whose personal needs just might be in sync with your mission.
What does your community need, that aligns with your organization’s mission? What problems can you solve? (NOTE: This is not the same as your mission statement.) What are the stakes, for solving or not solving those community problems? Once you have arrived at the answers, Tobi suggests that you create a “persona” of the ideal volunteer to help address those needs. What are the interests, experiences, values, and emotional needs of that ideal volunteer?
At that point, you are ready for a targeted message to would-be volunteers, using all the communication vehicles we have at our disposal now, to reach people where they like to get information. Your headline might read, “Does this sound like you?” The description of the “persona” you have created will follow. A prospective volunteer reading that message is in a position to determine whether your opportunity is worth their time, or at least is worth checking out further to see what the actual responsibilities would be.
Of course, your messaging might change, depending on the response you get. But in any event, you are targeting your message in a way that increases your chances of attracting the kind of volunteers who will be enthusiastic contributors to your cause.
You can download Tobi’s “Your Quick Guide To Volunteer Recruitment Messaging” here. You can access the recording of the full Webinar, “Current Trends In Volunteer Recruitment – What To Plan For in 2025,” here.
