How does your organization recruit its volunteers? Does it use a general ask with generic position descriptions, or is it a personal ask?
As a Peer Leader at Volunteer Maryland I have the opportunity to connect with our Volunteer Maryland Coordinators (AmeriCorps Members in the field) on a regular basis, either by phone or in person. We often discuss challenges and celebrate their successes. Oftentimes I learn about creative strategies they are using for their site’s volunteer program. During one of my recent check-ins, I learned about an ingenious approach for tackling an urgent volunteer need…by using a dating ad format!
Joyce Plaxen, serving at Olney Home for Life, connects volunteers with driving opportunities to connect individuals who are aging or disabled. In order to make a Volunteer Driver position more enticing to her already committed volunteers she gives her clients a short bio, similar to a dating profile. This may seem a bit radical, but by bolstering the clients interests, and highlighting the benefits of driving them, Joyce found that within an hour all volunteer needs were met! Previously in the week, these rides were passed over, but with this innovative “dating ad” the client rides were taken quickly.
Why did this work? Personal connection- by reading these Dating Ads a volunteer feels a connection with the individual and is motivated to pick up the ride for the day. This is not a new idea. As Vue Le discusses in his blog Nonprofit with Balls, in the US volunteers
contribute over 8 billion hours of service, which is equal to over $173 billion. He claims that we tend to treat donors and volunteers differently, making donors feel personally connected to the organization for their monetary donations, but leaving volunteers feel not as connected to the clients for donating their time. So what can we do to correct this?
We need to get volunteers personalized quicker, before the volunteers even begin. If we find a way to make volunteer opportunities more personalized, volunteer recruitment efforts could be easier. Volunteers have already swiped right for your organization. So, create the personalized volunteer ask that won’t just get you a first date, but a long term volunteer relationship.