The catch-22 of volunteer recruitment
Reaching back a few weeks to a post by Shari Ilsen on the Engaging Volunteers blog, "Why I'm Not Going to Volunteer with Your Nonprofit." She adapts seven reasons people cite for not donating to a nonprofit and equates them to why they also don't volunteer. Great reading for anyone in the business of volunteer recruitment.
One of the reasons stuck out to me the most: "I don't know anyone else who volunteers with you." From a personal standpoint, this probably isn't the excuse I'd give out loud for declining a given volunteer opportunity, but it's the one I'd be feeling in my gut, most strongly influencing my decision. I'm an introvert, and I don't think I've joined or volunteered for anything in my life without doing so with a friend. That sounds sad to me now that I've typed it out on a screen, but I'm just being honest.
The truth is, though, that there are a lot of introverted people like me in the world, including in your membership or pool of potential volunteers. (The Decision to Volunteer supports this dynamic: "I was asked by another volunteer" was the third-ranked channel through which volunteers first learned about volunteering with an organization, while "I didn't know a current volunteer" was among the top reasons cited by nonvolunteers.) So it's clear that asking your current volunteers to recruit potential new volunteers through word of mouth is a method that must be employed to overcome the "I don't know anyone else who volunteers with you" hurdle.
But this presents another problem. Many associations lament that their volunteer leaders aren't diverse, and they struggle to find new potential leaders from beyond the networks of members who already participate. Asking your board to recruit people they know as new volunteers just gets you more people who look, think, and act the same as the leaders you already have.
So there's your catch-22:
- Potential volunteers feel more comfortable volunteering when they know a current volunteer, but …
- Potential volunteers who know a current volunteer are probably a lot like your current volunteers.
No one said volunteer recruitment was easy. I don't have a magic solution to offer for this dilemma, but I think the underlying strategy to break free of this problem focuses on fostering new connections. So, rather than asking volunteers to recruit a friend, challenge them each to make a new friend at your next event. Conversely, when you do identify strong potential volunteers, connect them with current volunteers as quickly as you can, so they can no longer say "I don't know anyone else who volunteers with you." Interested to hear your thoughts on volunteer recruitment. How have you tried to solve this problem?
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