Motivation matters in volunteer recruitment

By Jeremy Freeman

We would all appreciate having more volunteers to share and lead the work we do. But does it matter how we communicate about a volunteer opportunity? Are volunteers motivated by different factors? In this post I will recap findings from a study on volunteer motivation, recruitment and retention and give you some strategies to consider as you target new volunteers in your organization.

When it comes to motivation to volunteer, the research is clear. There are several different motivational factors that drive volunteers, and these motivations can in part be attributed to differences in age. Of specific note, studies suggest younger volunteers (age 16-24) are far more likely to be motivated towards opportunities that teach new skills and aid career development while older volunteers (65+) are more likely to be drawn by the cause, especially if it has ties to their religious or philosophical values. 

This has practical implications for the ways we communicate and create volunteer opportunities within our organization. If we want to target a younger generational volunteer, we need to pay attention that the volunteer role provides pathways for individuals to learn new skills, specifically if they relate to a career pathway of their choice. While a younger volunteer may be drawn in part to the greater cause of the organization, it does not drive their decision making at the same level as older volunteers.  

Learning to craft our messaging around recruitment opportunities may seem to be an extra task, but it positions our organizations in a stronger direction to attract volunteers. Here are some recommendations as you put the finishing touches on your volunteer recruitment plans in the season ahead:

1. Be clear of your audience. If you want a specific volunteer, then do the extra work to craft your messaging to meet the interests and motivations of that demographic. If the volunteer role can be filled by someone of any age, use motivations that appeal broadly across age demographics, such as helping others, connecting with people or the ability to use personal skills.
2. Be aware of exclusive language. The types of messages we use may carry implicit bias about who can succeed in a given role. Ensure your messages are inclusive and don’t stereotype others. For example, when looking to recruit a volunteer for a STEM program, using terminology like 'creativity and problem solving' may appeal to a broader audience than targeting 'engineering skills'. 
3. Be flexible. When a potential volunteer approaches you with a specific intent or motivation, you may need to redesign or think through your program plans. Being rigid about what you are looking for closes doors and prevents you from discovering new ideas or opportunities.
4. Be person-centered. We are moving into a time when many older members of our communities will be transitioning into retirement. This transition may open up new roles for them to fill. We need to allow these potential volunteers to apply the skills that they already possess, connecting their current skills across retirement into a new environment. 

As you think about the volunteer opportunities that you are currently looking to fill, how can you align volunteer motivation theory with your communication and recruitment plans? What factors are you using to drive potential volunteers to consider your organization above and beyond others? Recruiting volunteers is as much an art as it is a science. I’d love to hear your thoughts about how you are choosing to navigate the canvas!

-- Jeremy Freeman, Extension educator

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