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Don't Manage Volunteers, Curate their Experiences
Introduction
The days of viewing volunteers solely as a free labour resource are thankfully behind us. While the concept of volunteering as unpaid work still lingers in some minds, a growing number of organisations are recognising the value of creating a positive and rewarding experience for their volunteers. This shift in perspective is essential for attracting and retaining individuals who are passionate about your cause..
Recruiting and retaining volunteers is harder than it used to be. Demographic change, cost of living squeezes, rising expectations and many more phenomena can make it harder to find ready recruits for our long established activities. So we need to be smarter about the experience we create for our supporters.
The Shift from Management to Curating
Historically, volunteering has often been framed as a transactional relationship, with organisations expecting volunteers to fulfil specific roles and tasks. This approach, however, fails to recognise the unique value that volunteers bring to the table.
Instead of viewing volunteers as resources to be managed, we should consider them as customers who are investing their time and energy in our organisation. By providing a positive and engaging experience, we can foster loyalty and strengthen our communities. This involves creating a journey that starts from the initial contact and continues well beyond their involvement with the organisation.
Should Volunteering sit within the HR team?
Increasingly volunteering staff report into an HR or People function within organisations. There is nothing wrong with that as long as the focus remains on using people professionals' understanding of human behaviour to create an environment in which people can thrive. I am an experienced people and culture director and have definitely seen how this can work. However, I'd advise being careful not to think of volunteering purely through the resourcing lens.
For too long, we have advertised volunteering opportunities using language that suggests they are simply unpaid job roles. This approach fails to capture the unique and valuable experience that volunteering can offer. Instead of focusing on the tasks and responsibilities, we should emphasise the benefits to the volunteer, such as personal growth, skill development, and a sense of belonging.
Key Strategies for Experience Curating
Clear Communication: From the initial outreach to ongoing interactions, maintain an effective two-way communication channel and feedback loop with your volunteers. Talk with them, not to them, and involve them in shaping the experiences. Build an understanding of their motivations and preferences.
Personalised Experiences: Tailor volunteer opportunities to individual interests, skills, and availability. This shows that you value their unique contributions and are committed to providing a fulfilling experience.
Recognition and Appreciation: Acknowledge the efforts of volunteers regularly. This can be done through formal recognition programs, personalised thank-you notes, or simply expressing gratitude for their time and commitment. Share impact data with your volunteers so they can see how their volunteering has been a worthwhile investment of their time.
Continuous Improvement: Seek feedback from volunteers to identify areas for improvement and ensure that their experiences are consistently positive.
Community Building: Create opportunities for volunteers to connect with each other and build a sense of community and belonging. This can foster a supportive and collaborative environment, and keep your volunteers coming back for more.
Build in flexibility and autonomy: Many people have enough of being told what to do during their working lives; they don't want this replicated in volunteering. So where you can work with them to flex the activities to suit their needs, don't insist on set times, minimum commitments or standard practices unless you really have to.
Make it fun and rewarding: Time is our most precious resource. If volunteers are going to spend it with you, they want to enjoy the experience. So, don't think of them like employees, spend more time making sure the whole experience is rewarding and really enjoyable.
The Impact of Experience Curating
By prioritising experience curating over management, organisations can reap numerous benefits, including:
Increased Volunteer Engagement: Volunteers who feel valued and appreciated are more likely to remain involved and contribute at a higher level.
Enhanced Organisational Reputation: A positive volunteer experience can enhance an organisation's reputation and attract new supporters.
Strengthened Community Connections: Volunteers can serve as ambassadors for the organisation, helping to build stronger relationships with the community.
Improved Outcomes: Engaged and satisfied volunteers are more likely to contribute effectively to the organisation's mission.
While there will always be a need for coordination and management, we must not let these aspects overshadow the more critical role of creating a positive and engaging volunteer experience. By focusing on the volunteer's journey and ensuring their needs are met, we can cultivate a sense of loyalty and encourage them to become lifelong advocates for our cause.
So if you are a leader responsible for volunteers in your organisation please invest in the curation skills of your volunteering professionals, refocus your organisation's way of thinking about volunteers. Consider them through a customers service lens rather than that of an HR manager.
Conclusion
It's time to move beyond the traditional model of volunteer management and embrace a more customer-centric approach. By focusing on experience curating, we can create a more rewarding and fulfilling environment for volunteers, while also achieving our organisational goals. Let's work together to build a culture of appreciation and engagement that benefits everyone involved, rather than just thinking about resources to get the work done.
Next Steps
Time for Impact are available to help any organisation examine and refocus their volunteering experiences and strategies to better engage and involve supporters in your missions. Please do get in touch.
Chris Wade, August 2024
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