How do you tailor your recruitment message and strategy to different types of volunteers?

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Volunteer recruitment is a crucial part of any nonprofit or community organization. But not all volunteers are the same. They have different motivations, preferences, skills, and availability. How do you tailor your recruitment message and strategy to attract and engage different types of volunteers? Here are some tips to help you.

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1 Know your audience

Before you craft your recruitment message, you need to know who you are targeting. What are their interests, goals, values, and needs? What are their motivations for volunteering? What are their preferred channels of communication? You can use surveys, interviews, focus groups, or online tools to gather this information. You can also segment your audience into different personas based on their characteristics and behaviors.

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Kent Marrero

Marketing & Branding Leader | Business Transformation Strategist | Founder @ Kent Writes Stuff
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Great advice! To build on it, emphasize how to apply these insights—for example, tailoring messages to highlight networking for young professionals or meaningful engagement for retirees. Using tools like CRMs can make segmentation easier and more effective. Love the focus on personalization!

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2 Match your message to your mission

Your recruitment message should clearly communicate your organization's mission, vision, and impact. It should also show how volunteers can contribute to your cause and make a difference. Your message should appeal to the emotions and values of your audience, as well as their rational and practical considerations. For example, you can use stories, testimonials, facts, or statistics to highlight your message. You can also use a call to action that invites your audience to take the next step.

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Erin Arnett

Philanthropy officer at Festa
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The message of serving others is built into our mission, at its core, which not only allows us to recruit volunteers, but demands that we provide ownership opportunities for our volunteers to take the next step closer to our mission and be proximate to the community we serve.

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3 Choose the right channels

Your recruitment strategy should also consider the best channels to reach your audience. Depending on your audience's preferences and habits, you can use different channels such as social media, email, website, blog, newsletter, flyer, poster, event, or word of mouth. You can also use a mix of channels to increase your exposure and engagement. However, you should always monitor and evaluate the effectiveness of your channels and adjust your strategy accordingly.

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4 Customize your approach

Your recruitment approach should also be customized to the type of volunteer you are looking for. For example, if you are looking for skilled volunteers, you should highlight the benefits of volunteering for their professional development, such as learning new skills, gaining experience, or expanding their network. If you are looking for episodic volunteers, you should offer flexible and convenient opportunities that fit their schedule and availability. If you are looking for long-term volunteers, you should emphasize the sense of belonging and community that they can find in your organization.

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Kent Marrero

Marketing & Branding Leader | Business Transformation Strategist | Founder @ Kent Writes Stuff
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Customized approaches can also include transparent pathways to paid roles when realistically possible, fair compensation if applicable, and essential benefits such as gas cards, bus passes, parking validation, food, water, etc. from the outset, we create an equitable and transparent environment. This approach not only reduces the risk of exploitation but also prioritizes the well-being of volunteers while fulfilling our organization's mission and minimizing the need for external recruitment, thereby optimizing resource allocation and growth potential.

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5 Follow up and follow through

Finally, your recruitment message and strategy should not end with the initial contact. You should follow up and follow through with your potential volunteers and keep them interested and engaged. You can do this by sending them regular updates, feedback, reminders, or invitations. You can also ask them for their input, opinions, or suggestions. You should also acknowledge and appreciate their interest and involvement and show them the impact of their contribution.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kent Marrero

Marketing & Branding Leader | Business Transformation Strategist | Founder @ Kent Writes Stuff
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To promote a just and equitable society, non-profit organizations must challenge power dynamics in volunteer recruitment and strive for mutually beneficial relationships. Recruitment messages should emphasize the personal relevance of the cause and highlight the positive impact volunteers can make. It is crucial to provide flexible and inclusive opportunities that respect diverse backgrounds and time commitments, attracting dedicated volunteers and fostering a culture of empowerment and long-term engagement.

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Kent Marrero

Marketing & Branding Leader | Business Transformation Strategist | Founder @ Kent Writes Stuff
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Organizations must also evaluate whether volunteer opportunities can lead to paid positions within the organization. Many individuals facing economic disadvantages volunteer for extended periods but often lack essential benefits like healthcare, leaving their mental health needs unaddressed in relation to the work they are adjacent to. It is vital to avoid unpaid labor and wage theft, similar to our commitment to fair treatment of interns.

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How do you tailor your recruitment message and strategy to different types of volunteers?

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1 Know your audience

2 Match your message to your mission

3 Choose the right channels

4 Customize your approach

5 Follow up and follow through

6 Here’s what else to consider

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