creating a volunteer program

Volunteerism currently has an estimated value of over $184 billion dollars. Without them, many nonprofits and other organizations would not be able to accomplish what they have so far. It’s clear that the volunteers for your own program and organization are vital partners for reaching those essential milestones and overall mission.

That’s why it’s crucial that, as a volunteer management leader, you do all you can to prepare your volunteers and ensure they’re equipped to not only support your mission but also represent it. This is where volunteer orientation comes in.

You’ve likely undergone orientations before, whether it’s for school or for a new job. Generally, the volunteer orientation process is an overview of the organization’s missions and goals. It is also the first step to training volunteers for your program. 

An effective volunteer orientation will welcome new volunteers, ensure they’re familiar with your mission, and outline expectations, responsibilities, and the task at hand. Successfully orienting volunteers sets the stage for a thriving relationship, while an unorganized orientation might be enough to turn the volunteer away for good. 

Essentials to Cover in a Volunteer Orientation

What you include in your volunteer orientation will be ultimately unique to your program and mission. However, there are a couple of points that are essential to cover, which you’ll be exploring in this guide. Make sure to:

1. Welcome volunteers
2. Introduce your organization 
3. Describe volunteer program 
4. Explain organization structure
5. Outline volunteer procedures

Managing your volunteers involves a lot of moving parts, so don’t worry if you ever feel overwhelmed. Having your volunteer orientation strategy laid out and planned in advance will ensure you start off the engagement on the right foot. 

Welcome Volunteers.

Taking insight from this Mobilize article, once someone is recruited you still need to “invest energy into retaining your new volunteers.” That’s why welcoming volunteers is a core component of your volunteer orientation— after all, it is the first major engagement after recruitment. A strong orientation program is ready to receive new recruits and help safeguard that investment.

A great way to welcome your volunteers and kickstart the orientation process (especially amid today’s social distancing challenges) is to simply send them a welcome email.

In the email, make sure to:

• Address the volunteer by name. They want to know that you acknowledge them and appreciate their support for your mission.
• Include the procedure for accessing the orientation. Chances are your orientation will take place virtually. If so, what program or website should the volunteer go to and how do they start the orientation?
• Provide them with the necessary orientation resources. Consider sending them a schedule, checklist, or outline with what the orientation consists of, like whether it’s a powerpoint presentation or a more in-depth training that needs to be done.
• Show appreciation for the volunteer signing up. Volunteers are helping your organization without asking for anything in return. In order to start this relationship off on the right foot, it’s critical that you thank them for their initial effort and show appreciation for even participating in the orientation.

Once you welcome your volunteers, you can move onto officially introducing your organization and mission.

Introduce Your Organization.

Whether you’re able to do the orientation online or in-person, the first step will be introducing your organization. After all, you have to ensure that volunteers know exactly who they’re supporting and the types of goals they’re working to accomplish. 

This not only provides the necessary overview but also reminds volunteers of why they signed up in the first place. You definitely don’t want to lose your volunteer recruits because your orientation represents your organization as aimless or overly focused on goals not immediately relevant to your mission. 

When you introduce your organization, make sure that at the end, your volunteers are fully familiar with:

• The mission statement. Short and impactful are always the best move for nonprofit mission statements. Explain how your mission statement informs everything your nonprofit does, including how your volunteers themselves will directly help to further it.
• Summary of goals and long-term plan. In addition to the mission statement, make sure you dive deeper into your organization’s specific goals and long-term plans. This is a great way to break down what needs to get done in order to accomplish your mission, but also shows volunteers that you have a plan in place and their hours will go to something genuinely impactful.
• General organizational rules and procedures. If your organization has any specific rules for volunteers, such as what to share on social media due to privacy issues, it should be outlined clearly and provided for future reference. 
• Past accomplishments. Make sure to tell your volunteers about some of the biggest past accomplishments of your program. Knowing that your organization has made a real and measurable difference in the past shows volunteers that they’re support is going towards something legitimate. 

The introduction of your organization should show volunteers your overarching mission and goals. Next, you’ll help volunteers dive deeper into the exact volunteer program they registered for.

Describe Your Volunteer Program.

Volunteer orientation is the first step in training volunteers for your organization’s program. Describing the specifics of the volunteer program at hand can help volunteers visualize exactly how their support and actions fit in.

First off, make sure to summarize all the tasks in your volunteer program. Depending on the types of events, campaigns, and virtual opportunities you host, there might be different roles that you need filled. You might even rely on some volunteers to fill in the gaps of your organization’s internal staff and employees. This step should outline the necessary skills for each task and exactly what role each plays in the bigger picture of your mission.

You should also make sure to clearly explain who your volunteer program is serving. This goes hand in hand with your mission statement and ensures that new volunteers fully recognize the people or cause that they’re helping. 

As your volunteers become more integrated into your nonprofit’s team, it’s essential that they know how to talk about your program and who/what it helps. This not only helps them perform better in their role, but prepares them to represent your program to others. 

In addition, you should also outline opportunities for ways to get further involved with your program. Some programs even provide additional training sessions for experienced volunteers to increase specific skills. Offering training to volunteers who stay with your organization is a great way to boost retention and grow your relationships. Letting them know about these opportunities during orientation can help them envision what their journey might be with your program.

Explain Your Organization’s Structure.

Another vital point that you need to cover in your volunteer orientation is your organizational structure. 

For instance, your volunteers should be familiar with important staff members and the board of directors, as well as how to access the directory for contacting them if needed. Your orientation might even allow these key staff members to introduce themselves and their role in the organization.

Along with other staff, your volunteers should know how to access the broader volunteer directory. This can help volunteers get familiar with one another before they meet each other during actual events and opportunities. 

Explaining your organization’s structure ensures that volunteers understand who is in charge and who to contact for certain questions. This directory should also include contact information and other essential details like role and responsibilities. 

Outline Volunteer Procedures.

In order to gauge your volunteer program’s success, it’s essential that you have concrete procedures that help record key data and information. Your volunteer orientation process should include an outline of all volunteer procedures, including how to track hours as well as check in/out of events.

For instance, in order to have an accurate record of program hours and progress, volunteers should make sure that their hours are updated in a timely manner. Your orientation should introduce this concept to them, making sure that they know to submit hours as soon as the event is over (or within some other time limit.)

Your orientation should also outline the check in/out procedure and how it might vary by the type of event or virtual opportunity. Exactly how this is done will likely depend on the volunteer management software you use.

With your volunteer procedures clearly laid out during your orientation, your recruits know exactly what has to be done and will be prepared for their first opportunity.

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As soon as the volunteer orientation process comes to a close, make sure to ask the participants if they have any questions. This is the perfect time to address any concerns and ensure that any confusion is diminished before the volunteer officially begins with your program. Send out a thank you email after the orientation, as well as an opportunity for the volunteer to give feedback to help you improve future orientations. 
From this point, ease your new volunteers into your standard volunteer engagement strategy, being sure to regularly check in on their progress and accomplishments. Active communication and a solid strategy from the start will help ensure your orientation process benefits your organization over the long run and provides a stronger experience for supporters.

Your volunteers support your organization through the most uncertain of times. Now it’s time to recognize all their hard work. How do nonprofits thank their volunteers? Through strategic, thoughtful acts of volunteer appreciation! In fact, volunteer appreciation is a crucial component of any volunteer management strategy. 

As COVID-19 continues to impact our communities, organizations are looking for ways to thank their supporters and keep everyone healthy. While our volunteer appreciation parties may have to wait, there are plenty of unique ways to thank your volunteers. 

In this article, we’ll explore some safe yet sincere volunteer appreciation ideas for nonprofits to use during COVID-19. 

Article Contents:

1. Volunteer Appreciation Basics
2. Volunteer Appreciation Ideas
   • Virtual Volunteer Appreciation Ideas
   • Volunteer Appreciation Through the Mail

1. Volunteer Appreciation: The Basics

Volunteer appreciation matters. Here’s what nonprofits need to know about thanking your volunteers:

Why is volunteer appreciation an important practice for nonprofits? 

Nonprofits rely on unpaid volunteers to deliver essential services to our communities. Even during COVID-19, nonprofits and their volunteers are finding ways to have an impact. That’s why recognizing your volunteers is more important than ever. 

And there are lots of reasons to show volunteer appreciation. Volunteers who feel appreciation report higher rates of satisfaction with their work. Subsequently, nonprofits who regularly thank their volunteers enjoy greater volunteer retention. 

While most volunteers are driven by the desire to better their communities, they can feel good knowing their work isn’t going unnoticed. 

Volunteer Appreciation and COVID-19: What Changes?

This year looks a little different for many community organizations. In response to a variety of challenges, some are operating on tighter budgets, allowing less wiggle room to splash out on a big volunteer appreciation event. Other volunteer programs have paused their operations completely. 

Plus, most large gatherings are discouraged or postponed throughout the country. Your much-anticipated volunteer appreciation dinner may have to wait. But nonprofits shouldn’t cancel volunteer appreciation all together! 

It’s time to get creative. We’ve put together some safe, fun volunteer appreciation ideas for a year when we could use a little extra cheer. 

2. Volunteer Appreciation Ideas

Even if your organization has tightened its collective belt or closed its doors to in-person volunteering, you can still find unique ways to thank your volunteers and supporters. 

Expressions of appreciation don’t have to be expensive. This year, we’re taking advantage of technology with some virtual volunteer appreciation ideas. And we haven’t forgotten about the joys of “old-fashioned” snail mail. 

Keep reading for new ways to recognize volunteers.

Virtual Volunteer Appreciation Ideas

Technology has become increasingly accessible and essential to our everyday lives. People can work remotely, volunteer virtually, and connect with others online. So why not take advantage of the internet to thank your volunteers? These virtual volunteer appreciation ideas are both safe and cost-effective. That’s a win-win! 

Host a Virtual Event

You may be used to gathering in person for the annual volunteer appreciation event. This year, try moving your event online. Use a video communication platform like Zoom to host a volunteer appreciation evening. Invite guest speakers to share their experiences and thanks. Give out awards to volunteers who went above and beyond, and cap the evening with a virtual toast. 

Record a Video

Record a special video to thank all your volunteers and supporters. Invite members of staff and service recipients to express their heartfelt thanks. Sprinkle in a few images and some uplifting music, and your volunteers are sure to smile. 

We love videos because they’re easy to distribute and fun to make. You can create effective videos using smartphones and basic editing tools (iMovie for Mac users and Movie Maker for Windows are great free options). Upload to Youtube or Vimeo, then email the link to all your volunteers, post on your website, and share on social media. 

Need inspiration? Check out these examples of nonprofit volunteer appreciation videos: 

• United Way of Greater Rochester 
• Charity: Water 
• The Nature Conservancy

Share Volunteer Impact

One of the best ways to recognize your volunteers is to track and acknowledge their impact. You’ll reassure your volunteers that their contributions are making a real difference. 

Before you can share your impact, you’ll need to measure it! A powerful volunteer management solution can save you time by automating volunteer hours tracking and reporting. 

And when it comes to sharing your impact virtually, you’ll need to employ your usual communication strategy. Distribute your impact results via your email newsletter, post on your website, and share on social media. For a personal touch, highlight and award the superstar volunteers who had the most impact in your community. 

Pro Tip: Use a free online design tool (we recommend Canva) to add visual interest to your report. 

Volunteer Appreciation Through the Mail

Receiving mail is exciting, especially when we’re feeling disconnected from our communities. This year, go back to basics by taking advantage of snail mail to show your appreciation.

Here are some ideas for delivering a little joy to your volunteers. 

Send a Handwritten Card

There’s nothing quite like a handwritten card. It’s a personal touch that also invites moments of reflection. Want to make your cards extra special this year? Invite service recipients and community members to make handmade cards for their favorite volunteers. Provide them with a card making kit for an experience that’s fun and heartwarming for everyone. 

Create a Photo Calendar

Thoughtful gifts are a great way to show your appreciation. What’s a more appropriate gift than a unique calendar as we approach the new year? Gather photos meaningful to your organization, like images of your volunteers hard at work or pictures of community landmarks donated by local photographers. 

Design your calendar online, print, and send it to your most dedicated volunteers. The calendar will serve as a unique reminder of all the great work they do throughout the year!

Put Together a Care Package

Your volunteers dedicate their spare time to helping others. Invite volunteers to take a moment for themselves. Thank your volunteers with an at-home care package. Pair popular consumables like coffee and tea with small, thoughtful items like a printed mug. A small box of goodies is a simple way to deliver your thanks to your volunteers’ doorsteps.

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Volunteers continue to drive our communities forward. That’s why volunteer appreciation remains an integral part of managing a successful volunteer program. While volunteerism certainly looks different this year, nonprofits should dedicate some time to thank their volunteers.

A couple of years ago I helped my parents downsize their home and found a letter written to my mother at some point during her career as a placement specialist for a volunteer staffing agency. According to the letter, my mom spent considerable time getting to know the letter writer’s goals and connected her with a fantastic opportunity that was a great fit that also propelled a new career path.

The impact of this interaction clearly meant a lot to my mother and the woman she helped. It’s a great reminder about just how much value nonprofit organizations provide to individuals who contribute enormous time, talent, and energy to nonprofits’ missions.

Having an impact is of increasing importance to each of us as the weight of the world’s and our own communities’ issues have become a call to action.

Everyone has a million tasks on their plates. But here’s a simple reminder: don’t take your volunteers for granted. Slow down, build relationships, and create meaningful experiences for these individuals who connect with and often times propel your organization.

One way to do that is by setting the stage with a great volunteer orientation. It’s not like any other staff meeting.

Volunteer Orientation Tips

Position it as the kick-off to a long-term relationship that may grow along many branches. Here are eight tips to get you started.

1. Background on organization and mission.  New volunteers likely know about your organization, but not everything. Provide brief background information on what your organization is all about and especially what its purpose is. What do you stand for? What are you trying to solve?
2. Purpose of the event, program, or volunteer day. After sketching the big picture, move on to the purpose of your event or program and why your volunteers are there. Whether the volunteer experience is ongoing or short-term, provide a framework so the volunteers takes pride in their roles.
3. Big picture then details. Now that you’ve provided the big picture—briefly—you’re ready to share details on the volunteers’ specific roles. Be sure to introduce key staff members so they understand the organizational hierarchy and to whom to turn with questions or difficulties (which may not be the same person).
4. Storytelling that places the volunteer in the heart of the mission story. Let them know how vital their efforts are to the success of the whole and remember to weave in storytelling about your mission so they become part of the greater fabric of your organization.
5. Set standards and expectations. Drop down to another level of detail by describing operational and logistical expectations. What do you want volunteers to do and, just as importantly, not do?
6. Think in systems
   – Brand strategy. Your volunteers are a crucial set of ambassadors. How do you want them to represent your brand? Provide scripts for important messages. Instruct them on customer service protocols.
   – Hours. What hours do you need volunteers to arrive, to be in their position, to take breaks, and to complete their roles?
   – Individual roles. Describe individuals’ roles and let them know where they are to go and what specifically they will be doing when they get there. Volunteers want to contribute meaningfully; help them do that.
   – Supplies needed. If your volunteers need supplies on the job, where or from whom do they pick them up? How do they get from there to their post?
   – On the job. While your volunteer team is on the job, what can they expect? What do they need to check on, do, or say? What are the performance expectations?
   – When things go wrong. Things happen, especially if your volunteers are helping out with an event, festival, or conference. Let volunteers know when to get help and how not to make assumptions.
7. Who are the sponsors? Don’t forget to let your volunteers know who your sponsors are. If you have one soft drink company as a sponsor, for example, you wouldn’t want your volunteer wondering around sipping a bottle of a competing brand.
8. Feedback please. Finally, as the volunteers check out at the end of their shifts, debrief with each. How did everything go? How was their experience with the staff members they worked with and the operation overall? What would they improve? Use this information to update next year’s plans.

Life for everyone—kids and grown-ups alike—is super busy. Despite this, people still want to volunteer. Help make the experience fantastic so you create meaning for your volunteers and convert them to active, engaged donors and supporters.

Nonprofit managers have long recognized the value of volunteers, including cost reduction, enhanced constituent services, broadened community reach, and the addition of outside skill sets and perspectives. The ability to identify, secure, and retain quality volunteers can be a key factor in an organization’s ability to further its mission and make a meaningful impact on its constituents.

According to a U.S. Bureau of Labor Statistics (BLS) survey, almost one-fifth of the American adult population had volunteered at an estimated value of $188 billion during 2015. The survey also reports 72 percent of American volunteers devote a significant amount of time to the organizations they serve, an average of 52 hours annually.

Managers must devote significant effort to attracting and retaining volunteers and be cognizant of the fact that there is no one-size-fits-all approach to doing so. Here are some ideas.

Understand the need

To determine the best volunteer acquisition strategy, it’s important to know how the volunteer will be best engaged and most impactful. The three broad categories in which volunteers are typically placed are governance, program and service delivery, and fundraising (e.g., serving on the board or a committee, helping in a soup kitchen or seeking sponsorship for a marathon). Different skill sets are required for each category, and the category often drives the method of recruitment.

To reach potential volunteers, locate their gathering points. According to the BLS survey, approximately 39 percent of volunteers got involved because of a friend, relative, or a personal connection within the organization. Another 42 percent approached the organization on their own.

Never hesitate to ask employees to volunteer and be referral sources. Ensure your message is motivating, and get it out internally to solicit and educate potential future volunteers.

Capitalize on existing technology. Use targeted social media, such as Instagram for Millennials and Facebook for Baby Boomers.  Leverage any of the many online volunteer matching platforms, including Idealist, VolunteerMatch, etc.

Partner with for-profit organizations where employees have the skills needed to further your mission. Corporations are more actively encouraging community involvement among their employees, and many use corporate social responsibility as a retention tool, so you will likely find a receptive audience. Make connections with key personnel through networking or by simply contacting the HR or CSR departments.

Be intentional about retaining valuable volunteers

Keeping in mind that according to the BLS survey there has been a slight but steady decline in volunteerism since 2011, appoint a strong volunteer management function with protocols to build long-term relationships. The volunteer manager can help foster loyalty by staying in close touch with individual volunteers to address concerns and requests and assuring that responsibilities and tasks are clear to avoid wasting time. Make it a transformational experience; not a transactional experience.

Help volunteers do their work by providing appropriate tools and information. For example, in acknowledging the competitive demands for their troop leaders’ time, the Girls Scouts of the USA developed a Volunteer Toolkit, an online resource that offers meeting and project plans, as well as suggestions for activities.

Ensure that your nonprofit has a culture that is welcoming and supportive of volunteers. To gain the buy-in and support of staff, particularly those who will be charged with direct oversight of and engagement with volunteers, allow them a say in the planning, goals, and structure of the volunteer program. Provide both staff and volunteers with training in effective collaboration.

The quality of the volunteer experience is extremely important for volunteers’ ongoing efforts and future engagement in roles that might be different from those for which they were initially recruited.

Volunteers can be the catalysts to drive the mission while preserving organizational resources. An effective volunteer management program focusing on recruitment and retention is essential in maximizing volunteer engagement, improving strategic outcomes, furthering the mission, and preserving your organization’s good name.

 

Jennifer Hoffman, CPA, and Edward Miller, CPA, are audit partners in the Not-for-Profit and Higher Education practices of Grant Thornton LLP.

 

 

Jennifer Hoffman is an Audit Services partner in Grant Thornton’s Long Island office, a fully dedicated member of the East region Not-for-Profit practice and is the partner-in-charge of the metro New York Not-for-Profit practice. She joined Grant Thornton in September 2003 after spending eight years at a Big Four firm. Hoffman was selected by Long Island Business News as a member of their “Top 40 Under 40” Class of 2010, and was included in the “Who’s Who in Women in Professional Services” in the 2010 edition.

 

Ed Miller is an Audit Services partner in the East region Higher Education practice. He has more than 12 years of professional experience and is a member of Grant Thornton’s National Not-for-Profit Leadership Team. He was previously with Arthur Andersen.

 

Customer service isn’t a new concept in the for-profit industry.  It’s commonplace for businesses with paying customers to have a robust customer service management process in place, and they should, considering their customers keep their doors open.  Through the use of customer service management software, consumer research and marketing data, for-profit companies can better attract customers, understand their needs, appeal to their desires and provide wonderful service when needed.  It’s pretty black and white determining who the customer is at a for-profit company, but what about identifying the customer of a nonprofit organization?  Is the customer the population the organization serves, or is the customer those who give their time (volunteers) and money (donors)?  The argument can be made that they’re both a customer, both being a different type of customer.  Regardless, whether you’re being served by the nonprofits mission, or providing your time and money as a supporter, you’re receiving something in return which is a resulting experience.

Exploring volunteer management through the lens of the volunteer as the customer isn’t a new concept, but it’s one that gets a lot of push back.  It’s a concept that is often unrecognized, polarizing, even ignored in some circles.  As it relates to volunteer management, try taking a “volunteers as customer” approach.  Making this distinction by giving the title of “client” to the population the organization serves through its mission, and “customer” to the volunteer who serves.    This being said, nonprofit organizations or volunteer administrators who take a “volunteers as customer” approach to volunteer management, spend more time differentiating between their “clients” and “customers” as they’re different people.  But It’s when you come to the realization that they’re different, you begin to understand that the customers aren’t always the people you serve, and you begin to view volunteer management through a new lens that allows you to have greater appreciation for their service.

Applying the concept:  From a revenue generating model, to the nonprofit model.

At a company or business whose goal is increased revenue, the customer purchases a product or service, and the money they spend is received by that company or business as a monetary profit.  Because of the way a revenue generating business is structured, they’re designed to generate a profit that benefits the stakeholder or shareholders, often times in the form of dividends.

Now, let’s apply the same concept to a nonprofit, but in this case when we refer to the customer, we’ll substitute that word for the title volunteer.  At a nonprofit organization, the volunteer gives their time in exchange for advancing the mission or cause of the organization they support.  The organization as a nonprofit is in the business of providing a good or service, and as a result, the community or population the nonprofit serves receives that good or service.

Volunteers give something to the organization just like a paying customer, and what they give, is also just as precious as the donation of money.  Whether pro bono publico or an episodic one time service project, that volunteer will essentially give something they’ll never get back, and it needs to be handled with the same delicacy as a financial contribution.  Because of this, there are severe consequences if the volunteer as a customer has a bad experience, and, if the experience is great, it’ll pay huge dividends later.

Implications of bad customer service.

Thinking about customers being those that exchange money for services, it is important to keep in mind:

• An estimated 9 out of 10 customers will talk about that bad experience, with over 50% of them talking about that same bad experience all the time.  So, on average, each will tell 21 people.
• 6 out of 10 customers who have the intention to complete a purchase won’t follow through on a purchase solely because of poor customer service.

The positive impact of great customer service.

I believe volunteer recruitment goes beyond conducting outreach, and largely relying on word-of-mouth, by volunteers who continue to advocate for getting involved with the organization.  When volunteers receive great customer service that results in a good experience, the below statistics can have a tremendous impact on recruitment.

• Nearly 50% of all people are likely to try a new product or company because of a recommendation by a friend or family member based on a positive review.
• The influence of a positive customer review by friend or family member has a higher degree of impact than any sale or promotion.

Let’s imagine those customers were volunteers who came to the non-profit organization to give of their time.  Viewing volunteers as customers, using these statistics, it’s eye opening.  It makes you think about the volunteer’s experience and the implications if that experience is less than desirable.  In addition, when it comes to future donations, volunteers are 10 times more likely to give a donation to a non-profit than someone who doesn’t volunteer.

If you’re thinking that these statistics only ring true to paying customers at a for-profit business, think again.  A recent 2013 study by Journal of Extension, concludes that decision making when it comes to volunteering has, similar behaviors and motivations to those who are making the decision to make a purchases.  Most of these behaviors centering around the two primary categories of brand loyalty and satisfaction.  Similarly, a Fidelity survey indicates that nearly 50% of people agree that the volunteers of today have a different motivation than other generations.  Most of these motivations stem from their experience volunteering, versus what they actually accomplish as a volunteer.  Having a great experience as a volunteer plays a vital role.  It leads to a volunteer either being retained, or moving onto the next organization.  Worst case scenario, tell more than twenty people about their bad experience.  It’s important to recognize that volunteers are essentially “customers” of volunteer opportunities.  The volunteer opportunities are what the volunteer is seeking and ultimately shopping for.  When you take the stance of the volunteer being the customer, the above statistics are revealing.

Applying essential elements of customer service to apply.

Here are some of the essential elements of customer service and some measures that can be put in place to address each.

This is a list of 9 customer service musts that have a unique impact on what a customer thinks or feels about a brand.  I will hit on each of these from the perspective of volunteer management.

• Well-Designed Website:  A well-designed website aids in getting information about volunteer opportunities, calendar of events, how they can register or apply, or contact a lead staff member to get more detailed information.  As a result, potential volunteers can easily navigate the website, find needed information and apply to be a volunteer.  The fewer steps it takes to apply or register, the better.

• Ease of Access:  The easier opportunities are to volunteer for (accessibility of location, and scheduled date), the likelier it is that a volunteer will commit.  Try scheduling opportunities on dates and times that volunteers have off from work, and host the opportunity at a location that’s easy to transit to.  You’re likely to have a higher turnout because it’ll be convenient and less of a burden for the volunteer.

• Responsiveness:  Timely replies to email inquiries and returning missed calls in a timely fashion are key.  It’s important to strike while the iron is hot and their enthusiasm is high.  This will help with the urgency in which volunteers react to your call to action.

• Equipped and Trained Staff:  The worst thing to fall victim to is wasting the volunteers’ time by not being properly equipped.  Hurrying up only to wait is unacceptable and is one of the biggest points of negative feedback given by volunteers to nonprofits.  Simply not being organized.  Get ahead of this curve by training your staff and preparing in advance.  Properly equipped and trained staff will be empowered to direct volunteers, and provide the necessary guidance to accomplish the tasks assigned.  This will help cast a positive light on the organization and how it’s regarded by volunteers, communicating to them that your events are well planned and efficiently run.

• Patience Managing Your Volunteers:  While this is a must, this just means that over time, and likely through trial and error, the volunteer administrator or nonprofit organization staff will have to get good at knowing when to cut losses and decide when volunteers are a bad fit.  While I do believe that more can always be done to divert the energy of volunteers into productive outlets, as managers of volunteers, you can fire volunteers.  Being patient will allow enough time for you to determine the return on investment from a volunteer.  It will also help you better assess if certain volunteers are qualified for the job, if more training needs to be conducted, or if it’s time to part ways.  But the bottom line is only time will tell, you cannot rush to judgement here.

• Openness to Criticism:  nonprofit managers ought to look at each piece of criticism as a chance to change or fix something that is broken.  Do not take these as personal attacks.  Creating a survey that volunteers can respond to, and allowing for feedback in after action reports is crucial to making improvements.  Through these mechanisms you’ll be able to correct deficiencies, but it starts with being open to feedback.

• Positive Spontaneity and Appreciation:  A verbal “thank you” goes a long way, so I urge folks to not stop there, and be creative about it.  “Thank you” can include letters, cards or annual awards, but can also come through social media such as tweets, Facebook posts, blog posts on the website or even an article in an organization’s publication.  While volunteers won’t often ask to be thanked, kind gestures make all the difference.  It can leave them feeling over joyous about their experience only reinforcing their commitment to your organization.

• Trustworthiness:  Trust goes both ways.  You’ll need to trust that the customer’s feedback is true, whether it’s about the way they perceived something, an argument with a paid staff member, or receiving poor service.  In the end, the trust you put forth in volunteers will be reflected in the way these situations are handled.  If there’s no trust, it will show, and reflect back in how volunteers treat their commitments to the organization.  

• Managing Expectations:  I always tell people that the hardest part of managing a network of volunteers is managing personalities and expectations.  The expectation is formed from everything communicated to that volunteer, from the hours you tell that volunteer they’re committing to, to making sure the volunteers time is utilized effectively.  It is important to make sure the service project doesn’t deviate from what was originally communicated.  By properly managing expectation, you double down on trustworthiness, showing consistency which fosters an environment that’s comfortable and “known” to volunteers.

It’s no secret that many successful for-profit companies have entire teams, processes, policies and software packages.  Understanding the stigma that resides around the dreaded “overhead” or administrative costs at nonprofits, you may also claim you can’t possibly afford the same robust customer service packages and personnel needed.  While that’s true in many circles, I’ve learned there are many free and low cost alternatives that can be utilized.

Another thing I’ve learned over the years is that common sense isn’t always common knowledge.  In an industry where volunteers are utilized so often, with approximately 62.8 million Americans volunteering in 2015 alone according to Corporation for National & Community Service data, volunteer management as a profession, and the value placed on volunteerism is still awesomely underrated.  As a result, simple customer service practices are overlooked.  When viewing the volunteer as the customer, I’ve began to understand that human capital is so valuable to the sustainability of a nonprofit.  It offers countless benefits in the long term.  If similar customer service practices found in the for-profit industry are adopted in volunteer management, the return on investment can be seen in increased public engagement and awareness, new opportunities to cultivate support, and ultimately more donations for years to come.  It starts with valuing people first and seeing volunteers as customers who deserve to be a high priority.

The backbone of a nonprofit is its volunteers. I was once told that it takes many hands and many hearts to complete our mission. That is so true of many nonprofit organizations, including Wreaths Across America™. By working together, great things can be accomplished. Unity provides a strength that is denied to the individual. At Wreaths Across America, our strength lies in our volunteer system. We could not exist without it.

When you think about it, volunteerism in America is as old as the country itself. It’s in the very fiber of who we are. From barn raisings to collective harvests to the creation of local schools, fire departments and hospitals, volunteering — to help a neighbor in need or those less fortunate, or simply for the common good — defines who we are as Americans. This civic commitment continues today in many forms: community involvement, fundraising, adult education, special needs assistance and environmental cleanup, to name a few.

We’re a generous and giving people by nature, and faced with the opportunity to give back for all of the blessings we enjoy as Americans, many answer the call. The real challenge of creating a successful volunteer program is coordination — tapping into a vast pool of talent and expertise and matching the volunteer with the assignment that will produce the most efficient use of that person’s time and abilities, to best benefit the organization while keeping the volunteer active and engaged.

People have as many different reasons to volunteer as there are opportunities to volunteer. Certainly, they all share a common desire to “give back”; they’re good-hearted people who want to help in any way they can. Many are looking to expand by meeting interesting, new people. Of course, many are drawn to causes that have touched them personally. Some are simply looking to fill a void in their lives or develop new skills.

At Wreaths Across America, we have been blessed with a large, committed and dedicated group of volunteers. We’ve enjoyed substantial year-over-year growth in the number of active volunteers, and, frankly, sometimes I step back in amazement at how generous people can be with their time and resources.

I suppose it began in 1992, when my husband, Morrill, owner of Worcester Wreath Company, had a surplus of 5,000 wreaths. He had the idea of taking them to Arlington National Cemetery and placing them on veterans’ graves. The experience was life changing, and before he left he vowed we would continue to bring wreaths to Arlington each December.

We received some unexpected news coverage several years later in 2005, when a U.S. Air Force photographer took a photo of the 5,000 wreaths resting against the stones in a light snowfall. It was posted on the Internet with a poem, and, amazingly, went viral. By January 2006, we had received over 6,000 emails from people all over the country who wanted to participate and help — who wanted to be part of what we were doing. We were faced with trying to figure out how to organize a burgeoning volunteer force. Soon a second problem emerged. In addition to wanting to join our cause, people kept sending in donations — lots and lots of donations, which, of course, we couldn’t accept. We wound up hiring a person to return the money, along with an explanation of why we couldn’t accept it.

Requests for wreaths and wreath ceremonies came in from all over the country. We were able to coordinate with the Civil Air Patrol, as well as groups like the Patriot Guard Riders, veterans organizations, the Maine State Society of Washington, D.C. and American Gold Star Mothers. By December 2006, things had changed dramatically.

We formed a board of directors and Wreaths Across America became a 501(c)(3) in 2007. Since then, the volunteers have come to us in droves. We put together a program that clearly separated the Worcester Wreath Company from Wreaths Across America.

The number of locations where we’ve held ceremonies has grown from 583 locations — including 24 overseas — in 2010 to more than 1,000 locations — including 27 overseas — in 2014. Our volunteer fundraising groups have grown in number from 1,100 active groups in 2010 to 2,047 active groups in 2014.

Volunteers in donated trucks delivered every single wreath that was donated this past year to more than 1,000 locations nationwide. Volunteers organized every single ceremony held last year. All our volunteers come to us with a singleness of purpose. They all ask, “What can I do?” They all share in their gratitude to the brave men and women of the military who have sacrificed so much for the freedoms we enjoy every day.

Whatever the reason they come together, and whatever the focus of your organization, it is important to help your volunteers verbalize exactly what it is they hope to get from their volunteer experience. Matching the volunteer to the appropriate task not only gets needed work accomplished, but it also satisfies the volunteer’s desire to feel needed and useful. In the case of WAA, this is successful because of the dedication of our location coordinators and fundraising groups.   Having community members as “boots on the ground” is important. They know they do the lion’s share of the work. A shared cause that results in a shared accomplishment and sense of satisfaction will keep your volunteers coming back year after year.

Avoiding confusion among volunteer ranks is also very important. Be sure to clearly define everyone’s roles and responsibilities. Provide training if necessary and emphasize that there are no small tasks — every aspect of their duties is important. Be clear on how much time is required to complete tasks and the importance of communication and commitment. Do not be afraid to delegate authority when appropriate. Be humble enough to realize that your volunteers may be experts in areas you are not, and let them put their talents and experience to good use. And provide lots of positive feedback. Fostering a sense of team is key. “We’re all in this together” is not a cliché. It’s human nature to want to be a contributing member of a larger whole, and the satisfaction it produces creates a sense of self-worth that is payment in itself. We all want to feel as if we’re making a difference.

Wreaths Across America has grown on the passion of our volunteers, and we listen to each and every one of them. We are also ever mindful of other charitable causes.  When our active duty service members or veterans return to their communities, they do not live in a vacuum. Many face challenges like illness and poverty, so working with other charitable causes, in turn, advances our mission. We’re just a group of regular people who run a wreath business in Washington County, Maine. Many of our organization’s most successful ideas came from those who do the real work of organizing and carrying out our WAA ceremonies in their hometowns. These are our volunteers. We have nearly 600,000 of them now, and they make us strong. Together we stand firm in our mission to Remember, Honor, Teach. We are committed to stay true to our mission. An American Gold Star Mother who serves on our Board of Directors inspired us with these words that helped her in her healing, and has given us direction for the future: “In order to find yourself, first you must lose yourself in helping others.”