Engaging Volunteers In Fundraising

Last year, a university was struggling with their alumni events. Average attendance: 15 people Donor conversion: Near zero Staff morale: Rock bottom Their events team tried something different: • Instead of planning FOR alumni, they started planning WITH them • Created small committees of 3-4 graduates for each event • Let these committees choose themes, venues, and activities • Asked them to personally invite friends Results after 6 months: → Average attendance jumped to 85 → 35% of attendees made their first gift → Committee members upgraded their own giving by 3x → Staff now had a reliable volunteer pool But here's what nobody talks about: The biggest impact wasn't in the numbers. It was watching alumni transform from passive attendees into passionate advocates who said things like: "This is the first time I've felt truly connected to my alma mater since graduating." The lesson? When you give people ownership, they don't just participate. They invest. What's been your experience with volunteer committees? Have you seen similar transformations?

If you always use the same methods to recruit - you'll always end up with the same people. Whether you're trying to reach more diverse staff, volunteers, or supporters; exploring different means of reaching out is key. This is something I've been spending a lot of time thinking about with my team, as we know we have a long way to go on our journey to be more diverse, equitable, and inclusive Here are some things we've tried: 💡 Working with local community organisations - we've been identifying, building relationships with, and supporting local community organisations to use our content and share relevant opportunities with the people they reach. We seek to ensure a positive benefit for both organisations, so this approach is not extractive. 💡 Trialling place based advertising - as well as targeting specific geographic locale's, we are exploring digital 'places', that allow us to reach specific audiences we are currently underserving. 💡 Supporting user generated content - one of the best ways we have found to engage diverse audiences is supporting user generated content, through seeing 'people like me'. This rough and ready and very real approach, allows us to hear from individuals in a format that is relaxed and informal. 💡 Increasing online presence - particularly when trying to reach more young people, we have boosted our online spaces in places where young people are at. We go to them, rather than expecting it to be the other way round. We need everyone's support in bringing our world back to life and it's up to us to ensure that everyone feels able, welcome, and excited to be a part of that. I'd love to know your thoughts and what you have tried? #Diversity #Inclusion #Equity #Recruitment

The Simple Sales Stories tactic from Pip Decks works really well for charities where 'selling' is often frowned upon. You can better convince new users, supporters, or volunteers to 'buy' into your idea by telling stories about existing users. Peer validation can be a powerful tool for convincing others to volunteer for your cause: 👩 "Someone 𝙡𝙞𝙠𝙚 𝙮𝙤𝙪 volunteers with us." Moral of the story: "we've provided a fulfilling experience for them, and we can do the same for you." - Who are we trying to recruit? - Who have we already helped who is like them? If not a similar volunteer, what about a similar community or background? Maybe we've offered similar opportunities. - Which previous volunteers can we ask for a testimonial? 👨⚕️ "Someone 𝙮𝙤𝙪 𝙖𝙙𝙢𝙞𝙧𝙚 volunteers with us." Moral of the story: "you value this person's actions and opinions. They trust us. Maybe you should too." - Who are we trying to recruit? - Who are they influenced by? - Why do those people trust us? 👵 Long-term, Regular, and Challenging Volunteers Moral of the story: "these people enjoy volunteering with us, we must be doing something right." Long-term volunteer: "she's been volunteering with us for over a decade, and her commitment continues to make a huge difference to our work." Regular volunteer: "they started volunteering, and now they regularly bring friends to help out too." Challenging volunteer: "he had concerns about our approach, we listened, addressed them and now we can deliver even more impact." ❓ What's your advice for #charities looking to use #storytelling for fundraising, volunteer recruitment or campaigns? Leave a wee comment.

When Mothers Become Mentors: Maharashtra's Ground-Up Literacy Revolution In a remarkable initiative that blends community participation with foundational education reform, over 11 lakh women across Maharashtra have turned into volunteer educators to prepare young children, especially in tribal and remote areas, for formal schooling. These mothers, equipped with SCERT-designed materials and basic training, are helping children aged 3 to 8 develop essential literacy and numeracy skills at home and in neighbourhood groups. The program, part of the Nipun Maharashtra Mission (aligned with the FLN goals under NEP 2020), is implemented in collaboration with Pratham Education Foundation. The initiative is not only cost-effective but also rooted in local trust networks. It has turned villages into informal learning labs where children sing, play, and learn core concepts—often in the homes of friends and neighbours. Nashik division recorded an impressive 2.05 lakh mother volunteers—the highest in the state. This model powerfully demonstrates how localized, mother-led interventions can address the learning crisis in early childhood education. It challenges top-down EdTech fixes by showing that education reform can be deeply participatory, affordable, and culturally embedded. #FoundationalLiteracy #NipunBharat #EarlyChildhoodEducation #ParentalEngagement #EdTech #CommunityLedLearning #EducationPolicy #NEP2020 #MaharashtraModel #GrassrootsInnovation #BridgingLearningGaps #FLN #EducationIndia #LearningReimagined #SCERT #Pratham #EducationReform

I once worked for a major gift organization that identified as part of their annual metrics the need to grow its pipeline of potential donors. A pretty common goal for many non-profit organizations. The prospect researcher got to work and built a beautifully curated list of foundations and corporations. They ensured the names had capacity, connection to the mission, and signs of potential interest. Some had given before. Others hadn’t. Fundraisers were asked to reach out, engage, and determine if there was potential for a relationship. They picked names. Made notes. And then… Crickets. 🦗 Months passed. In the follow up, the responses followed a common theme. “I sent a message on LinkedIn. There was no response.” “I sent an email. Didn’t hear back. They must not be interested.” "I phoned and left a message with the receptionist. No one called back." One outreach attempt, and done. Here’s the problem: one message isn’t outreach. It’s a whisper in a windstorm. This is where the concept of effective frequency comes in. It's a marketing principle that says people need to hear your message 7+ times before it registers, builds trust, or prompts a response. This isn’t just true for billboards and commercials. It applies to major gifts, too. Those “lucky” fundraisers who manage to turn cold prospects into warm conversations? They’re not lucky. They’re persistent. Strategic. Willing to sit with discomfort. Specifically, they: 📬 Vary their outreach. Email is easy to ignore. So is a single LinkedIn message. Mix it up: call, send a personalized article, write a handwritten note, ask a colleague for an introduction. Frequency and variety matter. 🤝 Ask for help. You don’t have to do it alone. Your board, volunteers, and even program staff can open doors. Use their networks. Make the approach feel warm, not cold. 😬 Get comfortable being uncomfortable. Following up multiple times can feel awkward. But a little discomfort now is better than the regret of missing a meaningful gift later. Relationships don’t start at first contact. They start after consistent contact. So next time you hear “no response,” don’t translate that as “no interest." Translate it as "try again, differently." Because building relationships doesn't happen after one attempt.

Volunteer Management Pro Tip - Scrap your mandatory time commitments ⏱ Replace "you must commit to X" with "we would hope you would be able to do X" Why is this important? 👀 Initial impressions - These are vitally important, leading with empathy and understanding that people have lives that are always changing shows the type of organisation you will be like to volunteer for. You can still get your hopes and expectations across but just in a better way. ✋🏽Reduce barriers to entry - Year after year the Time Well Spent survey from the NCVO shows the importance of offering flexibility. A prospective volunteer may be able to do a shift per week for the most part but you are turning them away by forcing a commitment upon them that they may be unsure they can meet. 😇 Drive engagement through volunteer experience - Rather than require a commitment, ensure your organisation provides a wonderful volunteer experience and back yourselves to be able to have people come back time and time again because they want to, not because they have to. 📈 Increase conversions - At the end of the day, volunteers have a vast array of volunteering opportunities, if you can make things as appealing, simple and flexible as possible, you will see more people volunteer for your organisation. A quick caveat - We realise that some organisations genuinely need to enforce mandatory time commitments so take this with a pinch of salt. We will however state that most of the organisations who do this do not fall into that bucket. In order to facilitate flexibility you will likely need a great system to do so. Well, that is an area we can help. Volunteero provides an easy-to-use app where volunteers can take ownership of their events and shifts. Our clients see volunteers take on more as a result of this increased flexibility. #volunteermanagement #volunteerrecruitment

A case study in inclusive development from Kerala, India. Over the past two years, 2.5 lakh volunteers - comprising students, Kudumbashree workers, and community leaders - undertook a survey of 1.5 crore residents to assess digital literacy. What began as a campaign for those aged 14–65 soon expanded, as elderly citizens - even those above 100 years of age - enthusiastically participated in learning digital skills. Key outcomes: 21.8 lakh individuals identified as digitally illiterate. They were systematically trained to use smartphones for basic digital functions. A statewide test revealed a 98.8% success rate. With this, Kerala is poised to declare 100% digital literacy, becoming the first Indian state to do so - through a grassroots movement built on inclusivity, resilience, and people’s participation. But the real takeaway here is not just Kerala’s achievement. It is the model: Identify the gaps with data-driven surveys Mobilize community volunteers at scale Train with patience and inclusivity Validate with measurable outcomes If this can be replicated across other states, organizations, and even corporate ecosystems, we could bridge not just the digital divide, but also the generational and socio-economic divides that hold back progress. Kerala has shown us that empowerment is scalable when people and purpose come together. The question is: who will take the next step to replicate this success? #DigitalLiteracy #Kerala #InclusiveGrowth #CommunityDevelopment #Empowerment #Leadership #ScalableModels

I'm blown away by what is possible when a group of roughly 100 women—most of whom have never met each other—rally together around a common goal. All weekend, in between hosting family BBQs and arriving at the theatre for curtain times, between hikes with their kids and wrapping up projects for their day jobs, Women in Tech for Harris deeply understood the assignment and got to work. With NO structured hierarchy, I witnessed this magic happen: 1️⃣ The creation of 8 core committees, one of which being "flexible support" which as someone intimately aware of the challenges involved in resource planning, is GOLD. 2️⃣ An entire new member intake process that is being iterated on and improved as of this moment based on incoming member feedback. 3️⃣ A legit messaging framework and brand guidelines to ensure this army of volunteers, while made up of individual contributors, presents itself as one unified force. 4️⃣ Over 2,000 followers on social media (and growing!), with pages and profiles on Instagram, Threads, TikTok, LinkedIn, and Facebook. 5️⃣ A bonafide knowledge base/resource library with organized, easy to access, crowd-sourced materials on everything from grassroots organizing guidance to specific campaign talking points. 6️⃣ Published community guidelines to ensure a safe and welcoming community. And throughout all of this, I'm witnessing organic internal support among members. I'm seeing people go out of their way to commend each other for their ideas and then building onto them, all in the spirit of our common goal—to elect Kamala Harris as President of the United States. Again, this group formed as a body of unexperienced activists (most have never been politically involved at all) who got together in the spirit of DOING SOMETHING. ⭐ Let this be a lesson to all leaders: When we really care about the work that we do and we are able to hone in on our zone of genius, we are capable of moving mountains. ⭐ What started as a small coalition of volunteers is now a powerhouse of thousands of women across technology. We’re here to advocate for our ourselves, the work that we love, and the ideas of the future. As women in tech we stand for innovation and our vote goes to Kamala Harris. Want to get involved? 👉 https://lnkd.in/g6Xd_ptF #womenintech4harris #dosomething #leadership #femaleleadership

It’s that time of the year again! NGOs would be putting out calls for volunteers to join their organizations, this includes mine Sustainable Impact and Development (SID) Initiative and many of you would immediately repeat the same cycle expecting a different result. You would quickly submit an application, you get selected, you join the WhatsApp group and by the end of the year, you ask yourself what have I achieved and it’s nothing. You have listened to so many experts and influencers in the NGO space tell you that they all started from volunteering but you wonder, how, because you are not getting the opportunities and travels that they keep getting. No worries, here are 5 things you can do differently this year. 1. Do an initial assessment of all the organizations you are currently volunteering with. If you can’t identify one thing in 2024 that you were able to achieve with this organization, it’s time to leave. If the goals you set for yourself have already been achieved, you can request to leave. Volunteering does not have to be a long-term engagement, it’s okay to leave when it no longer serves you or the organization. 2. Identify organizations with volunteer opportunities that align with your goals and priorities. Are you looking to develop your skills, gain work experience, grow your networks and social capital, let these guide you. 3. Put together a killer application. Make sure all your details are correct. Make sure to answer the essay question well giving valid reasons why you should be selected. Yes, the question says 100 words maximum, that does not mean you should just drop one sentence. Tell them what you have to offer, this could be your skills in writing, graphic design, project management, finance, monitoring and evaluation, social media management, networks, resources or even your time. Make sure to read up on the organization through their website or social media platforms and align your answers to what they do, this shows you are interested and passionate about their cause. Make sure you submit before the deadline. 4. Be a strategic volunteer and not a passive volunteer. Always be the first person to indicate availability for their programs or engagements. Take initiative and recommend solutions that can be implemented in the organization. Offer to take up tasks with the team. This can be moderating programs, writing reports, social media engagements, designing fliers, or even mobilizing participants. At the core of it all, be that person that gives VALUE always, even when it looks like you are doing too much, keep going, don’t stop. 5. Document everything that you do, no matter how small. Have an excel sheet or word document where you write everything you do. Take pictures or screenshots where applicable. Most importantly, SHARE because if it’s not seen, it’s as good as not done. I hope this helps and GOODLUCK! 📸: 8th Nigerian Family Planning Conference, Abuja, Nigeria

One of the biggest questions I get from founders is, "How do I Build My Board?" Which is often followed by, "Do I Need One?" 💫 One of the most impactful steps a startup can take is to build a strong advisory board of humans they trust. Here’s how to make it happen 👉 💫 Action: Identify and approach potential advisors who align with your business goals. People you trust and admire in specific industries you need support on. 💫 Success Tip: Offer clear value propositions and defined roles to potential advisors to gain their commitment. Date before you marry! How to Get Started👉 💫Make a Hit List💫 -Look for those with the expertise and network complementing your business needs. -Focus on those who share your vision and can provide strategic guidance. -Look for people ten steps ahead of you (people who have been there and done that with real experience to support). -Fill in key areas of support for your business (Industry, Legal, Financial, Capital, Tech etc). 💫Say Hello💫 -No matter who it is, find a way to message, email, or ask a friend to introduce you to them and just say hello! -It's like dating, getting to know each other, and seeing if it is a good fit to build a formal relationship. 💫Craft a Compelling Pitch💫 -Clearly articulate how their involvement will benefit both your startup and them. -Highlight the value they bring and the impact they can make. -WHY do they or should they care to join you? 💫Define Their Role💫 (this is a big one) -Be specific about what you expect from them. -Whether it’s strategic advice, networking opportunities, or operational insights, make sure they understand their role and responsibilities. 💫Follow Through💫 -Show that you value their time and expertise. -This could be through equity, compensation, or other incentives that align with your startup’s stage and capabilities. -This could also be just by doing your homework. This means that if they give you direction, guidance, or an intro-FOLLOW THROUGH. 💫Maintain Engagement & Comms💫 -Regularly update your advisors on progress and challenges. -Schedule consistent meetings to keep them involved and informed. -Do not cancel and reschedule and cancel and reschedule. VALUE THEIR TIME. By building a strong advisory board, you’re not just adding names to a list or slide deck – you’re creating a powerhouse team that can help steer your startup toward success. #startupadvice #femalefounders #entrepreneurship #advisoryboard #businessgrowth #womeninbusiness