Volunteers are essential to your organization, providing the skills, time, and energy needed to further your mission and goals. However, recruiting and retaining their support can be a challenging task. You need a comprehensive Volunteer recruitment strategy to build a solid and effective team, you need a comprehensive volunteer recruitment strategy.

Volunteer recruitment is the process of identifying and attracting volunteer prospects to your nonprofit. 

In this guide, we’ll explore why recruitment is important and provide eight volunteer recruitment strategies to strengthen your efforts. Let’s dive in!

Why Does Volunteer Recruitment Matter?

Volunteers of all experience levels are a valuable resource for nonprofits. In addition to filling in the gaps in your paid workforce, volunteers advocate for your mission. Their presence, time, and expertise are evidence of their belief and commitment to your cause. Without them, you couldn’t raise the awareness and funds needed to serve your community.

In fact, it’s estimated that volunteer time is $31.80 per hour.  To tap into the value of volunteerism, your organization needs a concrete volunteer recruitment strategy. Without it, your nonprofit’s events, marketing strategies, and overall brand image has the potential to be disrupted. 

One of the best ways to treat your existing volunteers fairly is by mindfully recruiting new volunteers who share the same passion for your mission as they do. Keep in mind that volunteer recruitment can look different for each organization and needs careful planning for maximum results. To help, we’ll walk you through eight strategies to develop a sustainable recruitment plan. 

8 Volunteer Recruitment Strategies

Before you jump headfirst into crafting your volunteer recruitment plan, take a step back and review these core steps:

1. Assess Your Volunteering Needs

What sort of positions do you need to fill? Are they short-term or long-term? Could they eventually evolve into full-time nonprofit staff positions? Justify precisely why you need more volunteers before you send out inquiries. 

Your volunteer needs will vary depending on your nonprofit type, schedule, and size. However, there are a few typical volunteer roles you can apply, such as:

• Event coordinators. If you have a large fundraising event like a fancy gala, you might need extra help selecting, organizing, and cleaning up a large event space. 

• Managerial volunteers. Some nonprofits need extra hands for day-to-day tasks such as answering phone calls, handling light outreach efforts, or managing new volunteers. 

• Specialized volunteer experts. You might need additional financial advice if you’re running a specialized campaign or fundraising event such as a large capital campaign. In that case, tailor your recruitment efforts to identify expert candidates. 

• Peer-to-peer coordinators. If your nonprofit is wanting to reach new audiences through peer-to-peer fundraising or crowdfunding, you might want to consider recruiting a dedicated volunteer to manage and plan those campaign efforts. 

• In-kind donation coordinators. For in-kind donations, like shoe drive fundraisers, your nonprofit could use a volunteer to handle related communication and collection tasks.
• Volunteer mentors or supervisors. For educational-based nonprofits especially, sometimes having an extra volunteer mentor or supervisor can magnify your nonprofit’s mission and reach more people in need. 

In addition to assessing the type of volunteers you need, evaluate how many volunteers are required to complete the job. Recruiting too many volunteers could waste valuable volunteer time while recruiting too few volunteers could result in unreached potential. 

2. Write Volunteer Role Descriptions

Once you’ve discovered what volunteer spots you need to fill, write detailed “job descriptions” to find volunteers that match your needs. The more specific you are, the better-prepared volunteers will be for fulfilling their roles. 

To make sure your volunteer role descriptions are comprehensive, answer the following questions:

• Why is a volunteer needed? Use the above section to describe why your organization needs extra help (tutoring students, coordinating fundraisers) and how their efforts will further your mission. 
• What special skills, experience, or requirements should this volunteer possess? List relevant skills like public speaking or event planning.
• What responsibilities will this volunteer need to fulfill? If the role is more involved, define weekly, monthly, or yearly responsibilities. 
• When will the volunteer be needed? Decide specific shift dates and times. 
• Where will the volunteering opportunity be located? Include a specific address and any parking information. If the position is partially remote, list what days a volunteer must be in-person.
• How can a potential applicant get started? Explain the next steps with a call to action that states, “Fill out the registration form” or “Sign up for our informational session.” 

Keep these volunteer descriptions on all recruitment resources, including your volunteer landing page, informational social media posts, and email newsletters. 

3. Review Your Application Form 

Keep your application form straightforward and user-friendly so interested parties can quickly sign up for open roles. Only collect relevant information from applicants for screening purposes, including:

• Basic contact details
• Availability
• Skills
• Interests
• Proof of certifications
• Relevant work or volunteer experience

Sync your application form with the listed available roles within your volunteer management system. It will make it easier to send suggested volunteer roles to supporters based on their interests and skills. Additionally, run technical tests to ensure your form is accessible on mobile and has no loading issues or errors that would slow the application process. 

4. Target-Specific Supporter Segments 

Now that you’ve distinguished your open volunteer positions and optimized your application form, target specific supporter segments that align with those needs. Create an action plan to target each of these segments:

• Repeat donors. Donors who already give consistently to your cause are a great place to start when looking for new volunteers. Invite them to join your program to encourage hands-on participation in your donor communications and newsletters inviting them to join your program. 
• Previous volunteers. Check your volunteer CRM for profiles of volunteers who have not recently contributed. Take note of their previous roles and interests and email them to inform them of your latest volunteer progress and needs. Go the extra mile with previous volunteers and ask them for feedback on why they left while reiterating any changes you have made to your program. Be open and receptive to feedback and remind them that their presence is always appreciated.
• Repeat volunteers. Leverage current volunteers by inviting them to help in your campaign. Make sure they are prepared to answer any new questions from interested parties and can direct them to the right resources for more information, such as your volunteer landing page. Additionally, consider asking them to reach out to their networks for referrals.
• Board members. Many of your board members likely started as grassroots supporters and might appreciate an opportunity to give back. Ask them if they or anyone they know would be a good candidate for an open position. Board members can be beneficial resources who can point you toward candidates with specific skills. Their connections and knowledge of your organization can help you zero in on relevant candidates or decide between multiple interested candidates. 

For current supporters, consider leveraging peer-to-peer marketing techniques to increase referral traffic. Encourage these supporters to post about their experiences online and tell their friends and family about existing opportunities. Or, ask for volunteer testimonials to post on your volunteer landing page to keep it fresh with positive, honest volunteer perspectives. 

5. Leverage Your Online Presence 

Increase volunteer interest by leveraging your existing online presence. Doing so will increase your reach and promote more sign-ups. Update your digital channels with information on why and how to sign up for your upcoming volunteer program. 

Start by adding essential updates to the following channels:

• Your website. Your website is the first place people go to learn more about your upcoming opportunities. Therefore, keep your volunteer calendar updated with open positions and keep your volunteer landing page accessible and informative.
• Social media. Use platforms like Facebook, Instagram, and LinkedIn to advertise your open volunteer positions. Answer volunteer FAQs and consider highlighting current volunteers to showcase your organization’s positive work environment. Respond to comments and consider direct messaging prospects who are a great fit.
• Email. Update your organization’s email newsletter with volunteer information and a link to the registration form. Announce new volunteer shifts or open positions. 

Based on your existing supporter’s communication preferences, some digital outreach strategies may work better than others. However, starting with the above-mentioned channels is a good idea, as is tailoring additional outreach as you go. 

For instance, you might find that your open volunteer position aligns best with a younger demographic. In that case, you could post on Instagram more frequently or host “volunteer takeover” stories to give young prospective volunteers an idea of what to expect, as this type of content is popular among the demographic. 

6. Reach out to Corporate and Community Partners

Many companies offer corporate social responsibility (CSR) programs to promote a thriving work environment while giving back. Connect with corporate HR departments to learn more about their company’s CSR efforts and if they offer volunteer time off (VTO) and discuss the benefits of partnering with your organization’s volunteer program. 

Then, work with your partners to develop a program that suits both of your needs, adjusting volunteer hours and goals as you both see fit. To make the volunteer program a win-win, encourage the company’s employees to compete for the most volunteer hours, with the winner receiving a prize. 

Additionally, look into other CSR opportunities like volunteer grants to help your organization fill open positions while maximizing fundraising efforts. 

7. Offer Volunteer Perks 

Make your volunteer program stand out by offering one-of-a-kind volunteer perks. Doing so will attract new volunteers and show your appreciation for current ones. Some popular volunteer perks include:

• Branded merchandise
• Free event admission
• Discounted memberships
• Roundtable discussions

You should also consider hosting regular appreciation events to reward your volunteers’ hard work. Depending on your supporter base, you can make these fun, family-friendly events like a potluck or game night hosted by your staff as a thank you.

8. Survey Current Supporters

One of the best ways to increase your recruitment efforts is to improve your existing volunteer program. After all, current volunteers are one of the best resources for finding new volunteers due to their enthusiastic involvement. 

Understand what current volunteers like and dislike about your existing program by sending an automated survey following their service. Ask questions like:

• What made you choose to volunteer with us?
• How did you first hear about us?
• What volunteer roles do you find the most rewarding?
• What volunteer roles do you dislike most?
• Did you find the onboarding process helpful?
• How can we improve our program moving forward?
• If you have stopped volunteering with us, why?

Once you receive a response, apply the feedback to your existing program! Your willingness to adapt will show how much you value volunteer support and might even help re-engage lapsed volunteers. 

Final Thoughts

Volunteers are essential to your organization’s mission. That’s why having an informed volunteer recruitment strategy matters. With careful consideration, you can ensure that the right people are assigned to the proper positions at the right time. 

Remember to prioritize retention in your efforts, as a dedicated volunteer base will help you further your mission and bring about meaningful change in the communities you serve. 

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