Wanted
A life long volunteer
Has high ownership
Has technical skills
Can take on leadership
Can help with fundraising
This is the mythical volunteer that every organisation wants. But is it realistic to find them?
Wisdom Tree held a space with practitioners in the space from 4 volunteer centred organisations – Bhumi, Blue Ribbon Movement, U&I and Youth For Seva to explore this very question.
The answer to this question was a resounding yes, but with a simple twist.
We cannot find this mythical volunteer, we need to nurture them over a period of time.
Volunteering cannot be treated as just a carrot you dangle for CSR partnerships. It can be the most critical building block in making your organization resilient in the long run. The UDARTA report by Giving Tuesday captures this by saying that “retaining a supporter costs far less than finding a new one.” In our constant search for the new, we do not invest in the growth of existing volunteers.
Volunteers of this nature take an intentional culture within organizations to nurture. From our conversation with these organizations, we share 4 pillars that supported their organizations to nurture the type of volunteers we all seek.
A lot of volunteers start young either through colleges or schools. When nonprofits see volunteers as people with their own aspirations rather than just filling a gap, everything shifts.
”Volunteering can help a young person starting a corporate job to learn hard and soft skills that are generally not available/accessible and this will keep getting them back to your organisation” – Akash from BRM
Most volunteers resonate with the deep effort made by volunteer managers to connect with them beyond just the project. A lot of times interacting with parents and families of volunteers have helped overcome barriers.
“It is really about personal relationships and just being there. Regular check-ins, listening to what they have to say, and showing them how their work actually matters. When volunteers feel seen and valued, they stay.” – Anuradha from U&I
Most volunteers who stay are driven by the fact that their contributions are adding up to a bigger picture. When you give volunteers choices in what they do and let them pick roles that align with what they care about, something clicks. It becomes less about filling slots and more about being part of something meaningful.
Through time as volunteers mature, their reasons for volunteering, time available and effort might change. Cultures which are dynamic then allow for volunteers to grow with them. This furthers a strong sense of belonging.
One volunteer puts it simply: “We never force anyone to commit to fixed hours or tight timelines. We look to guide them towards roles which they can manage as they also change”
At the end of the day, the most powerful thing is feeling like you belong. One organization described it well: “It is about making them feel like a part of the team, keeping them connected. Urban loneliness is skyrocketing. Volunteering becomes an avenue to fight that, come hang out, make friends and have fun. A lot of people become lifelong friends.”
When volunteers feel like they are part of a community with shared values and purpose, that is what makes them stay. Successful volunteer retention is less about resources and more about how you make people feel.
So, have you asked your volunteers how they are feeling?
Written collaboratively by Wisdom Tree, Blue Ribbon Movement, Bhumi, U&I and Youth for Seva, based on insights from the dialogue Kaun Bana Volunteering Champion and UDARTA report by Giving Tuesdays.
