We are set to celebrate National Volunteer Week from April 21 to 27. This is the perfect time to spotlight the incredible contributions of association member volunteers. Without their dedication and passion, organizations simply wouldn’t exist.
Given declining member participation, we will explore how we can reverse this trend and through improved volunteer engagement, significantly boost your marketing efforts. Here at Uptimize, it all comes down to harnessing the power of the collective.
Introduction
Imagine joining an association is like hopping on a tour bus. You’ve done your research on guides, picked the perfect tour and now you’re ready to sit back and enjoy the ride with your fellow travelers and friends. By the trip’s end, you’ve made meaningful connections, learned something new and had a fantastic time. This is what volunteering should feel like—an enriching experience that leaves you eager to come back for more.
The entire purpose of forming an association is to bring people together for a common purpose and harness the power of the collective. Although organizations are commonly led by Boards that set the overarching strategy, mission and values, the strategic direction can’t be fulfilled unless a team of committed volunteers works with staff to make it happen.
Several articles exist on the changing and declining rates of volunteering and how to get people more involved in your organization. We will address great tips for raising participation here, but we also aim to provide a different perspective on engaging volunteer participation.
The definition of association means associating or people coming together for a common interest. Associations are not solo missions, and neither should your volunteer opportunities be.
The biggest lesson we can leave you with after reading this article is that people join and get involved with associations to reap the benefits that the other members provide them. Any opportunities to increase their participation start with focusing on what will help the organization as a collective. Tapping into the idea that we are all better when we work together and contribute to a collective goal will boost your volunteer participation, member retention and marketing efforts.
The power of engaged volunteers
Like the tour bus example, an association’s members get on board for a certain experience. Once your members board the bus, you want to build connections with other riders who join in for the same reasons. This is what volunteering should feel like—a shared and joyful experience where you don’t want to get off the bus.
Active volunteers are an organization’s lifeblood. They demonstrate a sustained passion for the cause and feel motivated by their contributions. To create a memorable volunteer experience, start by understanding why members joined your association. Reach out to your most fervent volunteers and discover their “secret sauce” to ceaseless excitement.
Most volunteers want to:
- Feel useful and valuable
- Use their existing skills to serve the organization
- See benefits to their resume and company because of volunteering
- Make meaningful changes in their industry
- Provide a clear understanding of their role and time commitment
- Feel seen and heard by fellow volunteers and association staff
Creating meaningful volunteer opportunities
To boost volunteer participation beyond joining the Board, design opportunities that foster connection and align with their interests. Consider:
- Group-based activities that encourage idea exchange and networking.
- Early and frequent communication about upcoming opportunities so members can meet their daily workload demands and schedules and still volunteer.
- Train early and often. Training should include setting clear instructions, the goals and expectations of the project and your organization’s mission, vision and values (Your identity and ultimate why).
- Celebrate volunteers publicly early and often through recognition and social media spotlighting. Thank them for showing up. Thank them for their time in training. Thank them for their dedication to the job. Thank them immediately afterward and include praise that is seen by the entire organization.
- Provide an easy method for registration, reminders and post-event feedback collection.
- Create a task force to achieve strategic goals and tap into member knowledge.
- Communicate a powerful purpose to excite and inspire.
Finally, a recent trend for associations is a movement toward smaller, more regional events, so consider offering opportunities for members to connect locally or regionally.
The ripple effect on marketing
Volunteers play an important role in ensuring operations run smoothly, and the organization’s initiatives are completed. Active volunteers develop a stronger connection and commitment to the association and its mission. Moreover, volunteers’ impact extends beyond their direct contributions, as their involvement also generates positive ripple effects on the organization’s marketing efforts.
Referrals
Referrals and collaborators are essential to your brand strategy as they multiply your reach further, broader and faster than ever before. Encourage volunteers to share their experiences on social media and within their professional networks.
When a member takes the time to share their experience with others, they are also dedicating time to think about the great work they’ve done as part of a team. This simple task creates a sense of pride in the volunteer, which creates a sense of belonging and leaves a member more engaged with the organization than before they volunteered—they will become your biggest advocates.
Referrals are still your number one marketing tactic. Referrals and collaborators are an essential piece of your brand strategy that a business cannot afford to ignore. Referrals are the best way to multiply your marketing (Power of brand collaborators).
Content marketing
Content builds an association’s authority, enhances the organization’s values and is a cost-effective and sustainable marketing method. According to Search Engine Land, almost 97% of organizations use content marketing because it’s today’s preferred method of learning about and interacting with an organization.
Volunteer opportunities provide great content for press releases, social media posts and feature articles. Showcase the incredible work your volunteers are doing and the impact they’re making in your industry. Their meaningful work adds substantive credibility and power to your organization’s image.
Additionally, volunteers are experts in your industry, so have them pitch in and use their knowledge by seeking contributions to your organization’s content, such as blog posts, webinars, publications and more. This content provides a byline for the volunteer and built-in marketing for your association.
Membership promotion
Members who volunteer are often those who are more committed to the organization, so providing engaging, group-based volunteer opportunities will boost your membership retention and serve as a powerful marketing tool. These events also provide invaluable networking opportunities that foster meaningful connections among members.
By creating a supportive environment where members can showcase their skills and knowledge, you’re helping them build their professional networks and enhance their industry presence. This strengthens their loyalty to your organization and encourages them to become active ambassadors for your cause.
When members experience the value of volunteering firsthand, they’re more likely to share their positive experiences with colleagues and friends, attracting new members to your organization. This organic word-of-mouth marketing is priceless and can significantly contribute to your organization’s growth and success.
So, as you plan your volunteer opportunities, remember the power of group-based activities to foster a sense of community, boost member retention and ultimately drive your marketing efforts to new heights.
How volunteering can improve your association’s health
Exciting, group-based volunteer opportunities not only boost member retention but also contribute to the overall health and well-being of your members and association. Studies by The National Alliance on Mental Illness (NAMI) have shown that volunteering can reduce stress, increase happiness, develop confidence and provide a sense of purpose.
Focusing on the greater good and providing volunteer opportunities that best suit your members’ needs will create a thriving, healthy community of ardent members who become your biggest advocates.
Final thoughts
Focusing on the greater good will help your association or organization gain more member volunteers. Providing volunteer opportunities that best fit your members’ needs, creating exciting, group-based projects and celebrating and promoting your volunteers will boost member retention and significantly grow your marketing efforts.
As Mother Teresa once said, “None of us, including me, ever do great things. But we can all do small things, with great love, and together we can do something wonderful.”
Ready to drive long-term value for your volunteer program? Schedule a free consultation with Uptimize today to see how we can help build your volunteer base and enhance your marketing efforts.
Sources:
https://nationaltoday.com/national-volunteer-week
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5504679
https://join.mobilize.us/blog/volunteer-engagement
https://www.nami.org/Blogs/NAMI-Blog/February-2022/How-Volunteering-Improves-Mental-Health
https://associationsnow.com/2021/04/seven-ways-to-engage-remote-volunteers
https://blog.hubspot.com/marketing/teamwork-quotes
https://searchengineland.com/why-content-marketing-is-important-389290
