Volunteer Programs: It’s All About Member Engagement
Volunteer programs are a key offering of many associations, and why not? They’re a way to get members more engaged and help them build deeper relationships with the organization and their peers. Volunteer Programs are also help associations manage their workloads and get input from members. But how do you keep volunteers engaged?
In a recent episode of The Member Engagement Show, we sat down with Peggy Hoffman, founder of Mariner Management, to discuss the state of association volunteer programs, current trends in volunteering, what members really want from volunteering, and how associations can make their volunteer programs more impactful.
How to Engage Volunteers: A Changing Landscape
Research into volunteer programs that shows that association volunteers today want both flexibility and purpose. The traditional long-term committee model doesn’t work for everyone anymore. Instead, members are looking for short-term, yet demonstrably meaningful ways to contribute that align with their schedules and skill sets.
What does this mean for associations? It could be time to rethink volunteer programs and create opportunities that more closely align with how people want to volunteer. Instead of always asking for open-ended commitments, try offering micro-volunteering roles that are task-based and time-limited. Some people may be willing to engage in long term commitments, but the key to keeping volunteers engaged is making sure it’s clear what level of responsibility they’re taking on for each volunteer opportunity and how their role will help the association.
Volunteers Want to Understand Purpose and Impact
A surprising insight that Peggy shared is that volunteers don’t just want to feel appreciated—they want to know their efforts are truly making a difference. Many associations fall into the habit of just thanking volunteers. That’s nice, but today’s volunteer wants to see tangible results from their work. They’re looking for a feeling of accomplishment in exchange for their contribution.
To boost volunteer engagement, associations should:
- Clearly define volunteer program goals.
- Measure and communicate the impact volunteers have.
- Provide feedback on what’s working and where there’s room for improvement.
Don’t be afraid to give volunteers constructive feedback—they actually want to know if what they’re doing is helping the organization achieve a goal. They also want to know how they can increase the value of their volunteerism by making some adjustments.
It’s just human nature. When members can experience the real-world impact of their work, they’re more likely to stay engaged and keep putting the work in.
Rethinking Recruitment: Finding and Keeping Volunteers
Associations often struggle with recruiting new volunteers and tend to rely on the same small group of highly active members. That’s a recipe for burnout, attrition, and a lack of new volunteers in the pipeline. Peggy points out that a more diverse, engaged volunteer base starts with making it easier for members to voice their interest and raise their hands to volunteer.
A few best practices for improving volunteer recruitment:
- Create an open volunteer pool: Give members an easy way to express interest in volunteering – like using an online community like Higher Logic Thrive that’s built to support volunteering. Volunteers can fill out a simple form that captures their skills, interests, and availability so the association knows who to reach out to when volunteer opportunities are open.
- Proactively match members to opportunities: Instead of waiting for volunteers to apply, use your database to directly contact members and suggest relevant roles. Your members are busy – they might be more likely to consider a volunteer opportunity if you point them towards a good fit.
- Build a clear pathway for engagement: Initial small commitments can lead to greater involvement over time. Work to continue to engage your existing volunteers and suggest future opportunities for them to stay involved.
By moving away from the old “who do we know?” method of recruitment and toward a structured, inclusive process, associations can tap into a broader range of member talent.
Staff Have a Huge Impact on Volunteer Engagement
One often-overlooked factor in volunteer engagement is the role of association staff, especially the staff liaison. Research shows a well-trained staff liaison can make or break a volunteer’s experience and the association volunteer system.
Many associations just don’t invest enough in training staff to effectively support and guide volunteers. So to maximize success:
- Train staff on best practices for working with volunteers.
- Ensure every volunteer has a clear point of contact.
- Provide structured onboarding and orientation for volunteers.
When staff members are equipped to manage volunteer relationships effectively, engagement and retention rates improve significantly.
The Bigger Picture: Volunteerism as Member Engagement
At its core, volunteerism isn’t just about filling roles—it’s about building a sense of community and connection within your association. It is a member engagement function and when discussing the volunteer program with leaders up the chain, that’s exactly how it should be framed. Members who volunteer feel more invested, are more likely to renew, and are more likely to recommend the association to others. In other words, it’s everything you want in a member.
To cultivate this deeper engagement:
- Integrate volunteerism into your overall membership strategy.
- Create a variety of opportunities that cater to different member needs.
- Encourage collaboration and co-creation within the volunteer experience.
When associations shift from thinking of volunteering as an obligation to seeing it as opportunity to connect with others, build their skills, and feel engaged, it unlocks new potential for growth and innovation.
The Future of Association Volunteer Programs
Peggy’s insights highlight shifts happening in the association world: members want to contribute, but they want to do it in ways that are meaningful, efficient, and aligned with their personal and professional goals (and bandwidth). By adapting volunteer programs to meet these needs, associations can create stronger, more engaged communities.
To-Do List:
- Offer flexible, short-term volunteer opportunities.
- Show volunteers the impact of their contributions.
- Make volunteer opportunities widely known and make it easy for members to express their interest in getting involved.
- Train staff to support and engage volunteers effectively.
- View volunteerism as a core part of your member engagement strategy.
By making these changes, associations can build volunteer programs that serve the organization and create lasting value for their members.
Want to dive deeper? Check out the full podcast episode for even more insights on improving your association’s volunteer program. And explore the links below to helpful resources referred to in the episode.
Resources From the Episode:
- How Do I Engage Volunteers? (and Higher Logic’s Volunteer Success Kit)
- Article: Why Volunteering Needs a Transformation
- Article: Create Better Volunteer Experiences Through Feedback
- Report: A Holistic Approach to Association Volunteer Management
- Executive Summary: A Holistic Approach to Association Volunteer Management
- Report: Mutually Beneficial Volunteerism
- Guide: The Decision to Volunteer – Why People Give Their Time and How You Can Engage Them
- Simplified Engagement Loop from MCI’s Engagement Index
- Report: Chapter Performance and Benchmarking Report
We Can Help You Grow Your Volunteer Program
Higher Logic has a dedicated Volunteering and Mentoring add-on designed to help you build, manage, and improve your mentoring and volunteering program.
