365 Ideas for Recruiting, Retaining, Motivating and Rewarding Your Volunteers: A Complete Guide for Non-Profit Organizations

365 Ideas for Recruiting, Retaining, Motivating, and Rewarding Your Volunteers:

A Complete Guide for

Nonprofit Organizations

By Sunny Fader

365 Ideas for Recruiting, Retaining, Motivating, and Rewarding Your Volunteers: A Complete Guide for Nonprofit Organizations

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Library of Congress Cataloging-in-Publication Data

Fader, Sunny, 1931-

365 ideas for recruiting, retaining, motivating, and rewarding your volunteers : a complete guide for nonprofit organizations / Sunny Fader.

p. cm.

Includes bibliographical references and index.

ISBN-13: 978-1-60138-149-1 (alk. paper)

ISBN-10: 1-60138-149-2 (alk. paper)

1. Volunteers--Recruiting. 2. Nonprofit organizations--Employees--Recruiting. I. Title. II. Title: Three hundred sixty-five ideas for recruiting, retaining, motivating, and rewarding your volunteers.

HD8039.N65F33 2010

361.3’70683--dc22

2009046916

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LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Web site is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or Web site may provide or recommendations it may make. Further, readers should be aware that Internet Web sites listed in this work may have changed or disappeared between when this work was written and when it is read.

A few years back we lost our beloved pet dog Bear, who was not only our best and dearest friend but also the Vice President of Sunshine here at Atlantic Publishing. He did not receive a salary but worked tirelessly 24 hours a day to please his parents.

Bear was a rescue dog who turned around and showered myself, my wife, Sherri, his grandparents Jean, Bob, and Nancy, and every person and animal he met (well, maybe not rabbits) with friendship and love. He made a lot of people smile every day.

We wanted you to know a portion of the profits of this book will be donated in Bear’s memory to local animal shelters, parks, conservation organizations, and other individuals and nonprofit organizations in need of assistance.

– Douglas and Sherri Brown

PS: We have since adopted two more rescue dogs: first Scout, and the following year, Ginger. They were both mixed golden retrievers who needed a home.

Want to help animals and the world? Here are a dozen easy suggestions you and your family can implement today:

•  Adopt and rescue a pet from a local shelter.

•  Support local and no-kill animal shelters.

•  Plant a tree to honor someone you love.

•  Be a developer — put up some birdhouses.

•  Buy live, potted Christmas trees and replant them.

•  Make sure you spend time with your animals each day.

•  Save natural resources by recycling and buying recycled products.

•  Drink tap water, or filter your own water at home.

•  Whenever possible, limit your use of or do not use pesticides.

•  If you eat seafood, make sustainable choices.

•  Support your local farmers market.

•  Get outside. Visit a park, volunteer, walk your dog, or ride your bike.

Five years ago, Atlantic Publishing signed the Green Press Initiative. These guidelines promote environmentally friendly practices, such as using recycled stock and vegetable-based inks, avoiding waste, choosing energy-efficient resources, and promoting a no-pulping policy. We now use 100-percent recycled stock on all our books. The results: in one year, switching to post-consumer recycled stock saved 24 mature trees, 5,000 gallons of water, the equivalent of the total energy used for one home in a year, and the equivalent of the greenhouse gases from one car driven for a year.

Dedication

This is a book of shared wisdom. It could never have been written without the help of the many individuals who graciously allowed me to tell their stories and explore their philosophy on recruiting and managing volunteers. While their official titles and the size and nature of their organizations vary, they have all expressed to me an abiding appreciation of volunteers and a commitment to make the volunteer experience meaningful and rewarding for anyone willing to give of their time and talents.

My thanks go out to Danielle Kearney, Lutheran Services, Florida; Jane Lowe, Winthrop P. Rockefeller Cancer Institute, Arkansas; Curtis Hammond, Missoula Aging Services, Montana; Barbara Price, Thrivent Financial for Lutherans Habitat for Humanity Program, Washington; Susan Jaye-Kaplan, Link to Libraries, Massachusetts; Mike Wahl, Wauconda Illinois Cert Program; Barbara Howard, Bird Steward Program, Tampa Bay, Florida; Sally Wilson, Yes! Magazine Washington; Ami Simms, The Alzheimer’s Art Quilt Initiative, Michigan; Marisa Albanese, Union Station Homeless Services, California; Halle Tecco, Yogabear.org, California; Lori Tsuruda, People Making A Difference, Massachusetts; Barbara Goldman, executive director emeritus, Santa Fe Rape Crisis and Trauma Treatment Center, New Mexico; and David Geary, founder and former director, Universal Studio’s Volunteer Disaster Response Teams, California. Their experiences have not only provided us with insight into the complex issues that confront volunteer managers, but have also presented us with solutions for some of these challenges.

I would also like to thank Lawrence Becerra, Las Compañas Compadres, New Mexico; Jane Davis, Hope-Howse International, New Mexico; Ruthe Coleman, Santa Fe Symphony Orchestra, New Mexico; and Woody Carlson, Thrivent Financial for Lutherans Habitat for Humanity Program, Washington, who provided invaluable information for this book.

My special thanks to Lauren Perlmutter, March of Dimes; Aubry Morgan and Laura Reeves, the American Cancer Society; and Robert Rosenthal who generously shared their extensive knowledge of the rapidly changing nature of today’s volunteerism and how their organizations are meeting this new challenge. And I would like to thank Pamela Hawley, Universal Giving, for walking me through the new online face of today’s volunteerism and for sharing what she has learned working in this computerized aspect of recruiting and placing volunteers in an international arena.

There are four other people I would like to thank — four generous professional trainers and consultants whose extensive work in the field greatly impacted the nature of this book: Susan Ellis, president of Energize, Inc., a training, consulting, and publishing firm that specializes in volunteerism; Jayne Cravens, an internationally recognized consultant in communications, volunteer involvement, and capacity-building for nonprofit and non-governmental organizations; Steve McCurley, a renowned trainer and speaker on volunteer involvement; and Tony Poderis, a consultant and lecturer on nonprofit fundraising. You can learn more about the resources offered by these individuals on their Web sites:

Susan Ellis: www.energizeinc.com

Jayne Cravens: www.coyotecommunications.com

Steve McCurley: www.e-volunteerism.com/team/mccurley.php

Tony Poderis: www.raise-funds.com

And finally, I would like to express my appreciation of the people for whom this book has been written — the men and women who have taken on the demanding and complex job of managing volunteers.

It is said that volunteers are the life-blood of a nonprofit organization, but in reality, the value of any organization’s volunteers depends on how they are managed. It takes considerable skill to do this well — to be able to assess the talents and coordinate the time a volunteer brings to an organization and to direct the services of that volunteer in a manner that advances the organization’s mission and also fulfills the volunteer’s desire for personal growth and fulfillment through service.

The job requires a visionary — someone capable of seeing beyond the limitations frequently imposed by insufficient budgets and overwhelming logistics — to recognize the unlimited potential of volunteers. A volunteer manager must be versatile. He or she will be called upon to fill many roles; those of recruiter, organizer, supervisor, cheerleader, bookkeeper, counselor, mediator, and — on occasion — miracle worker. As they juggle all of those responsibilities, they are expected to remain upbeat and model for their volunteers the enthusiasm and faith needed to accomplish the organization’s mission. It is my hope that these men and women will find the shared wisdom in this book to be a useful tool in their day-to-day efforts to meet these challenges.

Table of Contents

A Word From The Author

Foreword

Introduction

Chapter 1: Before You Begin Recruiting

Chapter 2: Putting Your House in Order

Chapter 3: Creating Your Recruitment Package

Chapter 4: Launching Your Recruitment Campaign

Chapter 5: The Medium and The Message

Chapter 6: Bringing New Volunteers On Board

Chapter 7: In Search of Long-Term Volunteer Commitment

Chapter 8: Volunteer and Staff Relations

Chapter 9: Creating a Volunteer-Friendly Environment

Chapter 10: Setting Your Volunteers Up to Succeed

Chapter 11: Empowering Volunteers

Chapter 12: When Problems Arise

Chapter 13: Understanding and Successfully Using Motivation

Chapter 14: Volunteers and Fundraising

Some Final Thoughts

Appendix A: Branding Checklist

Bibliography

Author Biography

HELLO My Name is Sunny Fader

A Word From The Author

I have spent a good portion of my life involved in the not-for-profit arena, both professionally and personally, so it did not surprise me when so many nonprofit organizations responded to my request for stories illustrating successful policies or innovative ideas that have helped them recruit and motivate their volunteers. People who work in this area are, by nature, generous with their help. I was, however, unprepared for the great diversity in size and focus represented in these responses.

I heard from a well-known international group that fights poverty on another continent and a neighborhood soup kitchen that fights that same battle in its own backyard. E-mails came in from well-funded, well-staffed foundations working to end various diseases and from a woman in Michigan who has managed to harness the power of local volunteer quilters to raise awareness and money for research on Alzheimer’s disease. There was a man in Illinois who trains volunteers of all ages to respond to disasters and emergencies in their small town, and a national agency that draws upon volunteers nationwide to help in the aftermath of major disasters. In the area of the arts, I heard from museums, community theaters, and orchestras.

I deeply appreciate the time these individuals and so many others have taken from their busy schedules to help me with this book. Because of the great diversity in size, focus, and resources they represent, you may find some of the experiences they have shared here are not applicable to your particular circumstances. However, it is my hope that the sound philosophies behind their experiences and the innovative approaches they have taken will inspire you to expand your vision and encourage you to explore new ideas so you can breathe new life into your own volunteer program.

Sunny Fader

Table of Contents

Foreword By Brian Brandt

I have the opportunity to work alongside nonprofit organizations that desire to be more effective at accomplishing an important mission nearly every day. Too often, I hear executive directors and CEOs lament about how much more they could accomplish if only they had more volunteers. Sunny Fader has taken her years of experience and combined them with rich research to deliver a tool that every nonprofit leader needs. I’m thrilled to now have this resource that will provide leaders with not only a road map for recruiting volunteers, but a guidebook for every aspect of the journey. Additionally, leaders will see how to help volunteers stay enthusiastically engaged for maximum benefit and sustained satisfaction.

This is not a book that you’ll read through in one night. The questions that are asked deserve thoughtful consideration; the answers will result in much stronger organizations. Ms. Fader’s book is like a valued consultant who is willing to ask the hard questions and challenge the norm in order to make the organization even more effective at accomplishing its mission.

This book systematically provides a clear and concise methodology that both seasoned nonprofit leaders and newbies alike can glean much from. As I read through the pages, I was thrilled to find resource after resource that will reduce the time to get a fully functioning volunteer program up and running. For those who have existing volunteer programs, they’ll be both motivated and equipped to take their efforts to new heights.

The author doesn’t only provide her own wealth of experience, but also provides the perspectives of countless other leaders from both local and international spectrums. Ms. Fader has done a masterful job of equipping the nonprofit leader, while never forgetting the mindset of the volunteers or the heartbeat of the organization. In each chapter I found step-by-step suggestions combined with stories that motivated and challenged me. Even after years of nonprofit leadership and many more years as a consultant and trainer for corporations and nonprofits alike, I found this book to be both an inspiration and a practical guide. It reminded me of measures that had been forgotten, and helped me see new avenues for making the organizations I care about even more fruitful. I know fellow readers will appreciate the samples of forms that will save them precious time as they implement these valuable lessons.

This is a delicately crafted book that will produce results from the moment you read the first chapter. Additionally, this is a book that builds upon itself, making you want to continue reading and leaving you ready to spring into action. It’s not a book that you’ll read once and forget about, but a tool you’ll reference on a consistent basis as you guide staff, develop new programs, and interact with colleagues. This book leaves no stone unturned when it comes to looking for the best solution in maximizing volunteers. Enjoy a great book, enjoy more passionate volunteers, and enjoy a more effective organization!

Brian Brandt Biography

Brian Brandt has more than two decades of leadership experience and has served in numerous roles, including nonprofit CEO, public relations director, national sales director, and college tennis coach. He is passionate about leadership development and expanding the impact of organizations. Additionally, he speaks and delivers trainings on a variety of topics, including leadership effectiveness, mentoring, behavioral styles, team building, effective communication, delegation, parenting, maximizing media opportunities, and more.

He has been interviewed by countless radio, television, and print media outlets. He frequently writes for national publications on leadership, public relations, and human resource issues. Brian holds a master’s degree in global leadership as well as a bachelor’s degree in accounting. He lives in Tyler, Texas, where he leads Summit Solution Group, serves as executive pastor of Grace Community Church, and volunteers on the boards of several nonprofits.

Table of Contents

Introduction

Regardless of their size or focus, organizations that operate under the nonprofit banner face the same challenge: how to find enough money and enough people to do all that needs to be done. Because the financial health of a nonprofit depends heavily on the generosity of strangers, finding enough money will always be a challenge — even in the best of times — but finding enough people does not have to be. 365 Ideas for Recruiting, Retaining, Motivating, and Rewarding Your Volunteers is, as its subtitle indicates, A Complete Guide for Nonprofit Organizations — a tool that can help you not only find, but keep the volunteers that are essential to your ability to carry out your mission.

Having a reliable corps of volunteers is always a good thing, but today it is crucial. In March of 2009, the Nonprofit Finance Fund (NFF) surveyed 986 nonprofit professionals to discover what effect the recent economic downturn was having on their organizations. Its findings confirmed what anyone working for a nonprofit already knew: this country’s 1.5 million nonprofit organizations are experiencing a serious erosion of resources. Donations are down. Grants are becoming more difficult to find. The flagging economy has even affected the most reliable of nonprofit resources — the endowment — diminishing many and, in some cases, wiping them out altogether.

As a result, many nonprofit organizations are being forced to take drastic steps to survive. They are eliminating valuable programs and cutting staff — two actions that make having a reliable volunteer program in place more important than ever. Before we explore how to create such a program, there are three myths concerning volunteers that need to be addressed.

Myth 1: There is a shortage of potential volunteers

The statistical background: According to the Corporation for National and Community Service, in 2008 61.8 million Americans — 26.4 percent of the adult population — contributed more than eight billion hours of volunteer service to various organizations. But while the size of this volunteer pool has remained relatively stable over the past few years, the number of nonprofits competing for this limited pool continues to grow.

On the surface, the statistics are discouraging: there are a growing number of financially stressed nonprofits all competing for a limited pool of available volunteers. But let us view the situation from a different perspective.

Some years ago, a man with a heart for ministry and a gift for communicating had a unique concept for a public relations company. His name was Russ Reid, and he created a marketing firm that works exclusively for nonprofits and faith-based organizations serving worthy causes – organizations that fight hunger and disease or reach out to serve at-risk populations. Over the years this agency has created successful direct mail campaigns and television fundraising specials for such organizations as World Vision, the Los Angeles Mission℠, the American Cancer Society®, and St. Jude Children’s Research Hospital. The key to the agency’s success can be found in Russ Reid’s philosophy about fundraising. He believed people have a built-in need to give. All you have to do is make them comfortable giving to your organization.

This insight does not only apply to the giving of money, it also applies to our intrinsic need to give of ourselves — to contribute our time and our gifts to the ongoing quest to make our world safer, kinder, or more beautiful. From this perspective, there is no shortage of potential volunteers. There is a vast, untapped source of them, waiting to serve — if only someone would take the trouble to ask them. All you have to do to tap into their need is find a way to make them feel comfortable sharing their time and talents with your organization. This same philosophy applies to the next myth.

Myth 2: Volunteers are difficult to keep

The statistical background: According to the Corporation for National Community Service, 20.8 million, or one in every three Americans who volunteered in 2005 did not volunteer again in 2006.

While this trend in disturbing, you have the power to make your organization the exception to the rule. People’s circumstances change. When you are dealing with volunteers, some attrition is to be expected. But if you create a welcoming, friendly atmosphere for your volunteers and succeed in making them comfortable investing their talents and time in your cause, you will eliminate the major reason most volunteers stop working for an organization.

Myth 3: Volunteers are free

The reasoning behind the myth: Because volunteers are not paid, their services do not cost a nonprofit anything.

The use of volunteers can be cost effective, but it is not cost free. Before we discuss the cost, let us look at the value volunteers bring to your organization. According to the Independent Sector’s Web site, the estimated dollar value put on a volunteer’s time in 2008 was $20.25 an hour. Even when ignoring the other benefits volunteers offer, this figure establishes the fact volunteers are worth something and that they have real value. Of course a nonprofit does not pay their volunteers this amount — or, for that matter, anything at all — but that does not mean their services are free.

Like any valuable asset, volunteers require maintenance and supervision. This necessitates an investment of staff time for which the nonprofit does have to pay. Then there is the cost involved in the recruiting process, as well as insurance and legal fees. If you want an effective team of volunteers, you are also going to have to invest in training and some kind of reward or recognition program. In other words, while you may not pay your volunteers,