Building a Digital Platform for Volunteering - II

We discussed the important concept of "psychological contract" in the maiden blog in this series. In contrast to a commercial contract, it represents the unspoken expectations between volunteers and organisations. While tangible benefits might be less critical for volunteers compared to paid employees, the intangibel ones may be vital. Indeed, mismatches between volunteers' expectations and their actual experiences can lead to a sense of contract breach, significantly influencing their decision to stay or leave the organisation. So what are the promises of a volunteering project?

The Social Promise

Diving into findings of some great researchers, it's super clear that the whole social side of volunteering isn't just a nice-to-have; it's pretty much the heart of the whole thing. For starters, a lot of folks jump into volunteering because their friends are doing it or they're looking for a cool way to meet new people and beef up their social circle. It turns out, this social vibe is a big deal in volunteering – way more than in regular jobs, where hanging out with colleagues isn't the main draw.

Here's the scoop on how people get roped into volunteering: a lot of times, it's all about who you know. Personal invites, like a buddy suggesting you join them at a local charity event, are gold. This not only makes it easier for folks to dip their toes into volunteering (since, let's be honest, starting something new can be kinda nerve-wracking), but it also means that if you've got a wide circle, you're more likely to get invited to volunteer. Funny enough, this sort of thing tends to pull in volunteers from certain social or economic backgrounds more than others.

We've noticed some really touching stories in research studies, like two sisters volunteering together just so they could spend time together. It's clear that whether it's family ties or making new friends, the social connections people find through volunteering are a huge motivator.

But it's not all sunshine and rainbows. This whole personal invite system can sometimes put folks in awkward spots, like feeling pressured to join because a friend was super enthusiastic. And sometimes, what starts as a casual volunteer gig can snowball into something way bigger than expected, leaving some folks feeling a bit trapped.

On a brighter note, volunteering can be a lifeline for folks looking to expand their social network, especially after big life changes. We heard stories about people volunteering to find a sense of community or to make friends in a new country. It's all about finding that connection and feeling valued, which is a big deal when you're giving your time for free.

However, we've also seen cases where the promise of this social connection falls short, especially when organisations are more focused on their mission than on the volunteer experience. This can leave volunteers feeling left out in the cold, sometimes quite literally, like one volunteer who ended up isolated when she moved countries to volunteer.

When it comes to using digital tools for volunteering, there's a lot of room for improvement. Sure, many organisations use online portals for recruitment, but these often lack the personal touch and don't do enough to foster social connections or set clear expectations. Some coordinators dream of making these platforms as easy and engaging as using a dating site, where you can really get a feel for what you're signing up for.

What's really interesting is that despite the digital age we live in, where sharing personal stories online is common, this hasn't fully translated into the volunteer recruitment and management world. There's a huge opportunity to use social media and other digital tools to reduce the anxiety that comes with starting something new and to celebrate the rich, social experience of volunteering. So, yeah, there's a lot we can do to make the digital side of volunteering as rewarding and engaging as the real-life part.

Here are the key lessons translated into action points for designing a digital platform for volunteer management:

Leverage Social Networks for Recruitment: Recognize the power of personal invitations and social contacts in recruiting volunteers. Design features that allow current volunteers to easily invite their contacts and share opportunities within their social networks.

Facilitate Social Connections: Understand that volunteers seek social interaction and community building. Implement features that help volunteers connect with others who have similar interests, possibly through matching volunteers to tasks or roles that align with their social preferences.

Personalize Volunteer Experiences: Acknowledge the diversity in volunteers' social needs and preferences. Offer personalized volunteer opportunities that cater to individual motivations, whether it's working alongside friends or meeting new people.

Emphasize Social Rewards: Highlight the social benefits and rewards of volunteering, such as group activities or social events, to recognize volunteers' contributions and foster a sense of appreciation and belonging.

Support Face-to-Face Interactions: While digital recruitment is essential, also facilitate opportunities for personal interactions among volunteers, coordinators, and community members to strengthen bonds and reduce social anxiety for newcomers.

Provide Detailed Role Descriptions: Offer clear, rich descriptions of volunteer roles and tasks to manage expectations and help volunteers find opportunities that match their skills, interests, and social desires.

Use Social Media Strategically: Integrate social media tools to share volunteer stories, experiences, and opportunities, making it easier for potential volunteers to envision themselves in roles and reduce hesitations about joining.

Offer Segmented Volunteer Opportunities: Create categories of volunteer commitments (e.g., one-time tasks, short-term projects, regular involvement) to attract a broader range of volunteers and match them with opportunities that fit their availability and commitment levels.

Protect Sensitive Information: While promoting social connectivity, ensure the platform safeguards sensitive information, balancing openness with privacy and security.

Encourage Storytelling and Shared Experiences: Incorporate features for volunteers to share their stories and experiences, leveraging the communal and social nature of digital platforms to inspire and engage potential volunteers.

These action points prioritize social connectivity, personalization, and clear communication as central elements in designing an effective and engaging volunteer management platform.

(To be continued)

Key Reference: Lisa Thomas, Gary Pritchard and Pam Briggs. 2019. Digital Design Considerations for Volunteer Recruitment: Making the Implicit Promises of Volunteering More Explicit. In Proceedings of C&T 2019, June 3–7, 2019, Vienna, Austria. https://doi.org/10.1145/3328320.3328368

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