Volunteer Management Best Practices: Recruiting, Training, and Retaining Volunteers

Volunteers are the lifeblood of many non-profits and charities. They bring passion, energy, and a commitment to causes that matter. However, managing volunteers effectively—recruiting, training, and retaining them—requires a strategic approach. Here are some best practices, along with real-world examples of organisations that excel in volunteer management.

1. Recruiting Volunteers: Finding the Right Fit

Strategy: Targeted Recruitment

Effective volunteer recruitment begins with understanding your organisation’s needs and the type of volunteers that would be the best fit. Tailoring your recruitment efforts to attract the right people can significantly improve the quality and impact of your volunteer program.

Example: Habitat for Humanity

Habitat for Humanity is a prime example of targeted recruitment. They leverage their global brand to attract a wide range of volunteers, from corporate groups to individual enthusiasts. Their recruitment strategy includes partnerships with corporations, faith-based organisations, and schools. By aligning volunteer roles with the interests and skills of their volunteers, Habitat for Humanity ensures that they have a pool of motivated and committed volunteers ready to contribute to their mission.

Strategy: Leverage Technology

Using digital platforms to reach potential volunteers is crucial in today’s connected world. Social media, volunteer matching sites, and even targeted email campaigns can help you reach a diverse and enthusiastic audience.

Example: Crisis Text Line

Crisis Text Line, a non-profit organisation providing free mental health crisis intervention via text message, utilises technology not just in their service delivery but also in their volunteer recruitment. They use online platforms to attract volunteers from diverse backgrounds, ensuring that their recruitment process is inclusive and far-reaching.

2. Training Volunteers: Building Capacity

Strategy: Structured Orientation and Ongoing Training

Providing a comprehensive orientation and ongoing training is critical to equipping volunteers with the knowledge and skills they need to succeed in their roles. Training should cover both the practical aspects of the volunteer’s duties and the mission, values, and culture of the organisation.

Example: The American Red Cross

The American Red Cross is renowned for its robust volunteer training programs. Their training is structured, accessible, and ongoing, allowing volunteers to continuously develop their skills. Whether it’s disaster response or blood donation drives, the American Red Cross ensures their volunteers are well-prepared and confident in their roles. This comprehensive approach not only builds capacity but also fosters a sense of belonging and purpose among volunteers.

Strategy: Mentorship Programs

Pairing new volunteers with experienced ones through mentorship programs can accelerate learning and create a supportive environment. Mentors provide guidance, answer questions, and help new volunteers acclimate to the organisation’s culture and expectations.

Example: Meals on Wheels America

Meals on Wheels America employs a mentorship model in their volunteer program. New volunteers are paired with seasoned ones who help them navigate their roles and responsibilities. This peer-to-peer learning approach not only enhances the training experience but also fosters a sense of community and shared purpose among volunteers.

3. Retaining Volunteers: Keeping Them Engaged

Strategy: Recognition and Appreciation

Regularly recognising and appreciating volunteers is one of the most effective ways to retain them. A simple thank you can go a long way, but formal recognition programs, awards, and public acknowledgment can deepen the sense of value and satisfaction volunteers feel.

Example: St. Jude Children’s Research Hospital

St. Jude Children’s Research Hospital has a comprehensive volunteer recognition program that includes annual awards, appreciation events, and personalised thank-you notes. They also highlight volunteer contributions in their newsletters and on social media. This culture of appreciation has led to high volunteer retention rates, with many volunteers remaining committed to the organisation for years.

Strategy: Provide Growth Opportunities

Offering opportunities for volunteers to take on more responsibility, learn new skills, or transition into leadership roles can help keep them motivated and engaged. Volunteers are more likely to stay with an organisation if they see a pathway for personal growth.

Example: Best Friends Animal Society

Best Friends Animal Society offers volunteers various growth opportunities, from advanced training sessions to leadership roles within the organisation. By providing these opportunities, they not only retain volunteers but also develop a highly skilled volunteer workforce that can contribute to the organisation’s mission in meaningful ways.

Strategy: Foster a Sense of Community

Creating a community among volunteers can lead to higher satisfaction and retention. Encouraging social interactions, team-building activities, and peer support can help volunteers feel more connected to the organisation and each other.

Example: The Trevor Project

The Trevor Project, an organisation focused on crisis intervention and suicide prevention for LGBTQ+ youth, emphasizes community among its volunteers. They host regular virtual and in-person gatherings, create online forums for volunteers to connect, and encourage peer support within their volunteer network. This strong sense of community contributes to their high volunteer retention rates.

Conclusion

Managing volunteers effectively is about more than just getting people through the door. It’s about finding the right volunteers, equipping them with the necessary skills, and creating an environment where they feel valued and connected to the cause. By implementing these best practices, organisations can build a loyal and effective volunteer base that drives their mission forward. The examples of Habitat for Humanity, Crisis Text Line, the American Red Cross, and others illustrate how strategic volunteer management can lead to sustainable and impactful volunteer programs.

By focusing on targeted recruitment, comprehensive training, and meaningful retention strategies, your organisation can ensure that volunteers not only stay but thrive—creating a win-win situation for everyone involved.

Author: Kofi A. Dwinfour, chair of board of trustees, Music Relief Foundation

Passionate about social impact and committed to strengthening the UK charity sector through strategic initiatives and community engagement.

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