Keeping volunteers happy, committed, and enthusiastic is a challenging task for most nonprofits.
All too often, the same cadre of heavy lifters does most of the work. Those folks are liable to burn out, so it’s essential to lighten their load by attracting new energy, talent, and ideas to the organization.
Societal trends and shifting demographics are causing organizations to rethink their volunteer management strategies. Microvolunteering, defined by short-term, low commitment assignments, is one such strategy.
The Bureau of Labor Statistics compiles data on volunteerism that gives a good overview of who is participating.
In 2012, one in four people over age sixteen spent time volunteering, with slightly more women than men donating time. The most active group is the 35 to 44 age group, followed by those age 45 to 54 and 55 to 64.
In general, younger age groups had shorter engagements. Older age groups had longer engagements, with many committing 100 hours per year and up. A comparison of 2012 to the last four years shows only slight variation year to year.
What the data doesn’t show is how volunteers feel about their service. Bridging the Gap, a 2010 study by Volunteer Canada, surveyed volunteer attitudes and desires regarding their service. The results are compelling and extremely useful regarding attracting and retaining today’s volunteers.
Across all age groups, the study found volunteers are mobile, self-directed, results-oriented, have multiple interests and want short-term opportunities that use their skills.
This volunteer profile mirrors society, with its busy, jam-packed schedules and mobile communications. If volunteers take on a task, they want it to meet their own goals as well as provide the satisfaction of achievement.
The “optimal formula” for engagement is a balance between:
Many volunteers want to do something different from work or that is related to a personal interest. They want flexibility to design their own role and schedule. Many desire group activities so they can enjoy the social aspects of service.
Microvolunteering is one way to address many of these volunteer needs and concerns. A perception of endless hours and long-term commitment is one reason people hold back in the first place. Providing quick, easy, short-term assignments is a proven way to engage people, especially as an introduction to your organization.
Many microvolunteer activities take place online, for example, social media assistance and outreach. Research, editing, graphic design and providing specific professional expertise are other online opportunities. Packing a bag with food, personal items or toys is a micro activity.Participating in a one-day charity event is another.
Perhaps a larger project can be broken down into micro activities. An example is a volunteer-produced newsletter. Taking on an entire newsletter can seem daunting but perhaps being asked to write one article might not.
Minimizing committee meetings or moving necessary planning sessions online is another way to increase participation. People want to be active, not sitting on committees. The key is specific, targeted, short assignments that fit in with a volunteer’s lifestyle, other obligations, and interests. Understanding the demands and preferences of different stages of life is also important.
Busy professionals want assignments they can squeeze into the workday. Young families desire opportunities they can do with their children. Teens gravitate to social events.
A microvolunteering emphasis is especially useful in engaging young people, an important pool of future volunteers. DoSomething.org, a site that matches young people with volunteer opportunities, confirmed that with their Index on Young People and Volunteering. The study reported that 93 percent of teens want to volunteer.
Having friends who volunteered was the single most important factor that encouraged young people to actually participate. Being invited by family members, friends or other adults was also important. Young people prefer short tasks, social and online engagement, and accessing opportunities through friends or personal networks. Recruiting groups of young people for a fun, social microvolunteer activity or event is a way to create a peer network that will continue to serve.
Bridging the Gap had several suggestions on how to improve engagement and commitment. They suggest creating an open dialogue with volunteers to engage them in designing and improving the volunteer program. Perhaps a survey of interests, availability, and ideas would be useful. Flexibility in accommodating lifestyles, limitations and cultures will help deepen relationships. Using the Internet and social media for communication is essential, since many functions are moving online.
The good news is that many desire to help their communities through service. By adapting programs to meet the needs of today’s volunteers, organizations can continue to thrive well into the future.
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