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Talking to volunteers about volunteer management

In an earlier post, Peggy talked about how c-sixes are different from c-threes when it comes to the issue of volunteer management. C-threes are much more apt to have a thought-out process for volunteer management, and to discuss volunteer management explicitly among staff and leadership. C-sixes are less likely to have a plan, even though trade and professional groups are equally dependent on the work products of members donating their time. I’ve looked at a lot of leadership training programs in my tenure as a chapter relations person and the issue is generally in the background, left for people to infer.

This is a complicated issue: leaders don’t like to think about themselves as just “volunteers.” Although staff people see the value in this word as a term of art, people in most industries think it means something you do in a soup kitchen—not in a boardroom. So, for political reasons staff might beat around the bush as a shortcut for the education and persuasion they’d have to do otherwise.

You also have to sell volunteer leaders on the importance of leadership development. As leadership progresses through the ranks, they may forget their days when they were lower down on the totem pole. They forget to put themselves in the shoes of the newer leaders. A conscientious staff can help with this problem, but with limited success unless the volunteer leadership truly gets it.

Another problem is the audience. In a national or other parent organization’s efforts to develop its leaders, we’re training the trainer—training volunteers who will then train other volunteers at the component or local level. Sometimes when preparing leadership development programs, we forget that at headquarters we’re teaching our folks to go out and lead others, not necessarily how to do everything themselves. Staff, committees, leadership and so forth sometimes make a hash out of their chance to communicate with this group by coming at leaders with information that is clearly out of context for their interlocutors.

My take is that we should be explicitly talking about volunteer management to our leaders and future leaders. We should work through the challenges and figure out how to meet them and still get the job done. We should contextualize our training to help volunteer leaders help other volunteers. (Some principles can be found here in the seminal article by yours truly.)

How does your organization handle this? If you are a national organization, are you in a position to help volunteers help other volunteers? If so, how? Let me know in the comments, I’m interested …

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Comments

Hi Nick

I am in the camp that thinks 'volunteer' is an odd designation for association members who step up, get involved, and work for the mission of the association they own. (Then again, I never thought of members as just customers either.)

Why not reframe the question? What if leadership development was the primary benefit of membership? With that promise, associations would need to deliver greater opportunities to engage members with meaningfully ways of getting involved, and to make explicit how members can determine their personal and professional growth, and not just buy more stuff.

Thanks for your thoughtful post.

Cheers
Ann Oliveri

I think you're right on the money and that's the direction I personally think things should move. The leadership knows that the true benefits come from participating. ACS is doing a cool educational program that is a global approach to leadership development. For some groups, that's going to be a hard sell because of the "we've always done it x way" phenomenon, but there is no reason why we can't move the discussion toward that goal...

Ann - YES - glad to hear another voice call for leadership development was the primary benefit of membership. The Decision To Volunteer research shows us clearly that members do see volunteering as a benefit. It also shows us that members find insufficient training (or simply not believing they have the skill match due to incomplete communication)as a key barrier. Now imagine if we did view it as a membership benefit. Yes, ACS is doing this. So is MGMA, MPI and ASTD in various forms - and I bet others. So here's a call to all the others - log on the associapedia entry on volunteerism in associations an comment or add your examples ... perhaps we can get a trend going, huh?

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