Volunteering - What is in a word?

Volunteering... it seems such an innocuous word, right? We use it to describe our roles and of course those who give time to our organisations.  Usually,  those who we want to give time to us will respond well to the title. 

Yet, I often doubt that it works so well in a marketing context for many other potential 'volunteers'. I think it boils down to how people giving time, see themselves (and others) and the types of activities they will be involved in?

When we recruit volunteers, we are trying to persuade individuals that the best way to use their time is to help our causes. In so doing, we are competing with playing sport, watching Netflix, spending time with family etc. As with all advertising we want the individual to imagine themselves doing that past time. It needs to chime with their image of themselves.

When we consider the word volunteer, it conjures certain images in the public's consciousness? Often people may think, charity shops, food banks, befriending, elder people giving time, working with children, defined roles, regular activity. All great, but we want people involved in a much wider array of involvement? 

Does it, for instance, really work to encourage supporters to do ad hoc task-based activities as opposed to role-based time giving? Would those we want to dip in and out of helping our causes see themselves as volunteers? Is the word a barrier for them applying? Would they think - volunteering, that's not for me, but I am happy to help out? (That is why a was pleased that the Big Help Out chose that name). People often think they don't have time to give or skill  become a volunteer.

So,  I do think the word sometimes benefits from some consideration. I often use the word participation. For me it describes taking part, but not necessarily long term involvement or formal roles. Participation conversely,  can also suggest  belonging and involvement  which seems to align well with our work to involve those with lived experience in co-producing our activity.

Yet, of course if we started advertising participation in a charity shop, I doubt any member of the public would know what we mean? So the argument is circular. 

Volunteering as a word can also create a sense of hierarchy. That is, that volunteering is somehow perceived as amateur versus staff work which is professional. This perception of amateurism in my view holds back the influence volunteers could add and devalues volunteer management.

I guess what I am saying is, as professionals we need to be aware that the words we use are loaded, and we need to consider the use, context and target audience when we deploy them. They may be having consequences at odds to what we intended. 

Perhaps we need a lexicon of words in our vocabulary to deploy - participant, activist, contributor, helper, associate, partner. Let's not rely on just one word.

Chris Wade, Time For Impact, Volunteering Strategy Consultants

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