The Value of Volunteer Engagement for Nonprofits
Volunteers Are A Strategic Resource of Great Importance
Jul 19, 2009
The worth of volunteers to a nonprofit organization is often overlooked by the executive director and paid staff. Why should leaders pay careful attention to their volunteers? What is the value associated with volunteer labor? And what strategies can be used to prevent volunteers from abandoning their work with the organization.
The Value of Volunteers to the Not for Profit Company
According to the “New Volunteer Workforce," an article by David Eisner et al in the March 2009 Stanford Social Service Review, not for profit companies lose roughly $38 billion each year because hard won volunteers choose not to continue their work with the organization.
These financial losses consist of recruitment, orientation and training expenses that are necessary to ensure that volunteers can perform important tasks. This investment is lost when the volunteer decides not to return.
In addition, not for profit organizations loose an advocate for their mission when a volunteer becomes dissatisfied with their experience. Volunteers that are engaged with a nonprofit organization are a valuable asset to the company when they can speak positively of the organization at work, with their friend, neighbors, etc. Conversely, an unhappy volunteer can swiftly undo all the philanthropic and marketing efforts exerted by a nonprofit.
Strategies To Keep Volunteers Coming Back
There are a number of strategies that can be used to retain valued volunteers.
- Respect, recognize and reward their contributions- Volunteers want to serve and feel good about what they are doing. It is important to view that contribution as not just a nice act but one that should be recognized and respected by the executive director, the board and paid staff. Volunteers should be rewarded regularly for their efforts. Rewards can include public acknowledgment at annual meetings, in publications, on the organization’s website as well as privately through hand written thank you notes.
- Match volunteer talents and expectations with the appropriate tasks and responsibilities- It is important to assess each volunteer’s interests and work abilities in order to identify the jobs that are a good fit for them. In addition, it is important to assess their expectations and match them with the most appropriate level of responsibility possible. It may not be possible to accommodate every expectation and in those cases that needs to be communicated diplomatically to the prospective volunteer.
- Create value for the volunteer- According the 2003 Volunteer Management Capacity Study conducted by the Corporation for National and Community Service, volunteers often leave because they don’t feel a connection with the organization and don’t perceive that they gain anything through their efforts. Consequently, it is important to determine what the volunteer seeks to gain from their connection to the organization and why they have sought this particular engagement. With that knowledge a smart CEO can craft a work situation that will have value for the volunteer.
- Provide a Mentor -Pairing the new volunteer with a seasoned veteran with similar interests will help the new recruit to feel a part of the organization. The mentor can help answer questions, provide direction and a familiar face.
Volunteers need to be treated as a valuable strategic asset according to the authors of “The New Volunteer Workforce.” Nonprofit company executives must recognize the monetary and public relations value of their volunteers and act aggressively to safeguard that important asset.
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