Engaging Volunteers to be Financial Donors

I recently read an article by Kristi Howard Shultz on the Lilly Family School of Philanthropy, Indiana University website with the following startling information: “As your organization’s most invested constituents, volunteers are 4x more likely to give and give 10x more, on average, than non-volunteers.  It would seem that, if you are not including your volunteers in your development plan, you are missing out!”

I know there is always push-back along the lines of “They are giving their time. I can’t ask them to give their money, too.” But think about your own philanthropy and your favorite nonprofits, especially those that are on the top of your list. If you are volunteering, wouldn’t you also donate if there was an out-of-the-blue opportunity or a sudden urgent need or something different that caught your eye and your heart?

With social distancing requirements and caution still the by-word, many organizations can find it harder than ever to safely provide volunteer opportunities. Whether you are offering activities virtually, in person, hybrid, or have paused with plans to resume in the future, start thinking about ways to provide a fun and memorable volunteer experience that focuses on that group of people. Volunteers are energized when they know more about your mission and how their contribution is making a difference. 

Some ideas about where to start:

A.    Find out which of your volunteers already donate. Meet with them, ask questions, and seek their advice. These meetings will offer great insights and allow you to create meaningful surveys, giving levels, appeals, and recognition. The information you gather and the relationships you build will inform your cultivation plan. These are your champions!

B.    Consider making your printed engagement menus and online “get involved” tab comprehensive, including a wish list. 

C.    Start a “because of you” campaign that highlights the programmatic impact of volunteer time.

D.    Be sure that a volunteer’s first impression includes captivating and compelling opportunities to donate directly to a programmatic need.

E.     Recognize and celebrate their invaluable contributions year-‘round, not just during Volunteer Appreciation Week. Feature a story in your newsletter, post a picture in your lobby, invite that special volunteer to be honored with a round of applause from your Board of Directors. Or why not a volunteer recognition wall, much as you have for your financial donors?

Once you have provided a positive volunteer experience, celebrated their contributions, and gathered feedback from your volunteer donor base, you are ready to ask! Volunteers are their own special segment and should be treated accordingly. No matter where your agency is on the spectrum of engagement, be sure to invite volunteers to donate.