The power of volunteers: How to attract, engage, and retain volunteers for your association

Volunteers are the heart of small associations, driving initiatives, supporting operations, and fostering a sense of community. As we celebrate Volunteer Appreciation Month, it’s the perfect time to recognize your volunteers’ contributions and ensure that your volunteer program is as rewarding and impactful as possible.

With economic headwinds making resources scarce and retention slipping due to perceived lower value in membership, associations must find ways to engage and retain their members. A strong volunteer program isn’t just a way to get things done—it’s a strategic tool for strengthening connections, enhancing engagement, and showcasing the true value of membership. By offering meaningful volunteer opportunities, you can create a win-win situation: members gain enriching experiences, professional growth, and a deeper connection to the organization, while benefiting from a passionate, dedicated force that helps sustain essential activities.

In this blog, we’ll explore why investing in volunteer engagement is more critical than ever and how your small-staff association can design a volunteer program that truly makes a difference.

Develop an impactful volunteer program

A well-designed volunteer program is more than just a way to fill gaps—it’s a powerful tool for member engagement, retention, and mission advancement. For your volunteer program to be truly effective, it should align with your association’s goals and offer meaningful service opportunities.

Ensuring your volunteer program is effective

An impactful volunteer program doesn’t happen by chance. It requires thoughtful planning, clear communication, and continuous improvement. Start by identifying key areas where your volunteers can make the biggest difference at your association and create roles that align with their skills and interests. Provide structured onboarding, training, and ongoing support to ensure your volunteers feel prepared and valued. Regularly evaluate your program’s success through feedback and engagement metrics to refine and enhance the experience.

The benefits of volunteer engagement

Engaging volunteers effectively can be transformative for your association. It helps to fill critical operational needs, fosters a sense of community, deepens member loyalty, and strengthens your organization’s credibility. Volunteers who feel connected to your mission are more likely to become long-term advocates and even future leaders within the association. 

Aligning volunteer work with your mission

For a volunteer program to be truly successful, it must contribute directly to your association’s overarching mission. Volunteers should clearly see how their contributions drive meaningful progress. Whether they’re assisting with events, mentoring new members, or contributing to advocacy efforts, their work should be purpose-driven and align with your association’s long-term vision. 

What motivates members to volunteer?

Members volunteer for a variety of reasons—some seek personal fulfillment, while others look for professional networking or skill-building opportunities. The most common motivations include:

1. A desire to make a difference
   Volunteers want to contribute to something bigger than themselves.
2. Personal and professional growth
   Many volunteers seek opportunities to develop new skills and expand their networks.
3. A sense of belonging
   Volunteering strengthens connections with like-minded individuals and fosters a deeper commitment to the association.
4. Recognition and appreciation
   Feeling valued and acknowledged is a crucial driver of ongoing volunteer engagement.

Making it meaningful

To keep volunteers engaged, show them the real impact of their contributions. Share success stories, recognize their efforts publicly, and connect their work back to your association’s achievements. When volunteers see the difference they’re making, they are more likely to stay committed and enthusiastic about their involvement.

By developing a strategic, mission-driven volunteer program that taps into what motivates your members, you can create an enriching experience for your volunteers while strengthening your organization as a whole.

Volunteer recruiting and engagement strategies

Engaging volunteers is not just about asking for help—it’s about creating a culture of involvement where your members feel inspired and empowered to contribute. By strategically promoting opportunities, offering flexible roles, and fostering an active online community, your association can build a thriving volunteer network that supports your mission and strengthens member engagement. 

Promote your volunteer opportunities

The first step in boosting volunteer engagement is ensuring your members know about available opportunities. Use multiple communication channels to spread the word:

1. Social media
   Share volunteer spotlights, success stories, and calls for involvement on LinkedIn, Facebook, and other relevant platforms.
2. Website
   Maintain a dedicated volunteer page with up-to-date information on available roles and the impact volunteers are making.
3. Online community
   Post discussions about volunteer opportunities and encourage members to share their experiences.
4. Emails and newsletters
   Feature volunteer opportunities in your association’s communications to ensure members stay informed.

Just ask – you might be surprised!

Sometimes, the best way to recruit volunteers is simply to ask. Many of your members may be interested in getting involved but haven’t taken the first step. Personalized outreach—whether through one-on-one conversations, direct emails, or member networking events—can be highly effective in securing new volunteers.

Discover more ways to engage volunteers

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Offer a variety of volunteer roles

Not every member has the same availability or interest level when it comes to volunteering. Providing flexible options ensures that more members can participate in ways that fit their schedules and skill sets:

1. Micro-volunteering
   Short-term, low-commitment opportunities such as writing an article, reviewing a document, or moderating an online discussion.
2. Ongoing roles
   Long-term commitments like committee membership, mentoring, or leadership positions.
3. In-person vs. Online
   Offering both virtual and in-person roles expands accessibility and attracts a broader volunteer base.

Leverage your online community

An online community is a powerful tool for recruiting and engaging volunteers. Utilize it to:

1. Highlight opportunities
   Pin posts about open volunteer roles and keep them updated.
2. Facilitate discussion groups
   Encourage your members to share their volunteer experiences and discuss how they’ve benefited.
3. Encourage peer-to-peer engagement
   Sometimes, members are more likely to volunteer when they see their peers involved and hear firsthand about the impact of their work.

Measure engagement and adapt

To ensure your volunteer program remains effective, collect feedback regularly through surveys and discussions. Ask your volunteers about their experiences, what worked well, and where improvements could be made. By listening to their input, you can refine your program to better meet the needs of both your volunteers and your association.

With the right strategies in place, volunteer engagement can become a driving force in your association’s success—helping to strengthen your community, enhance membership value, and more effectively achieve your mission.

Give volunteers the tools and knowledge to succeed

Volunteers are most effective when they feel confident and prepared for their roles. Providing the right tools, training, and ongoing support ensures volunteers can contribute meaningfully while having a positive and rewarding experience. A well-equipped volunteer is more likely to stay engaged, feel valued, and continue supporting your association long-term.

Here’s how to make it happen:

Start with a strong orientation

A structured volunteer orientation helps set expectations, introduce volunteers to your association’s mission, and clarify how their work makes an impact. This could be a live webinar, an in-person session, or even a self-paced online module. Orientation should cover:

• Your association’s mission and goals
• The role volunteers play in advancing your mission
• Expectations, responsibilities, and time commitments
• Where to find resources and who to contact for support at your organization

Providing a clear roadmap from the beginning helps volunteers feel welcomed and motivated.

Offer ongoing training

Equipping volunteers with the necessary skills boosts their confidence and effectiveness. Training can vary based on individual roles but may include the following:

• Technical skills (ex., using online tools, event management, or content creation)
• Soft skills (ex., leadership, communication, and teamwork)
• Best practices for member engagement and advocacy
• Guidance on association policies and procedures

Consider offering training through a mix of live workshops, recorded webinars, and written resources to accommodate different learning styles and schedules.

Provide ongoing support and recognition

Even the most experienced volunteers need support. Regular check-ins, mentorship programs, and open communication channels help volunteers navigate challenges and feel connected to your association. Make sure your volunteers have access to the following:

• A designated point of contact for questions and guidance
• Online forums or peer groups where they can connect with other volunteers
• Regular feedback and encouragement to keep them engaged

Recognizing and appreciating your volunteers for their efforts is also crucial. A simple thank-you email, public recognition in newsletters, or an annual appreciation event can go a long way in keeping your volunteers motivated.

By investing in training and support, your association can create a volunteer experience that is productive and enriching and fulfilling—ultimately leading to higher engagement and stronger member retention.

Recognize and show your volunteer appreciation

One great way to show volunteer appreciation is to create “thank you” videos. Here are a few tips for creating simple volunteer thank you videos with big impact:

1. Focus on gratitude

The whole point of these videos is to say thank you. Be sure to stay on track and avoid sliding in other messages. Keep your videos short and concise by writing out a few bullet points of what you want to say and then stick to them in the videos.

2. Be sincere, not “perfect”

A thank you message doesn’t need to have a bunch of flowery words. Your videos will have more impact if you speak from the heart, talk the way you would talk one-on-one with a volunteer or small group of volunteers, and don’t worry about creating a flawless recording. Tell your volunteers how much you appreciate their help, what they’re helping your organization accomplish, and how much you enjoy working with them.

3. Make it as personal as possible

People like to hear their names. So, call out key volunteers and groups of volunteers in your videos. Mention specific projects volunteers worked on and any special or fun things that might have happened during work on the project. If appropriate, include a picture or video of your volunteers at work and mention the specific impact they made.

4. Create more than one video

Since thank you videos are short and sweet, consider creating multiple videos to share throughout National Volunteer Week and beyond. You might even create a video after each major volunteer effort, such as your annual conference. These videos serve as a reminder to let volunteers know they’re appreciated, encourage them to continue their great work, and motivate other members to volunteer.

5. Share your videos

Your thank you videos don’t do much good if no one sees them. Share the videos in your online member community, association’s website, on social media, and on your blog thanking your volunteers.

4 steps to grow your association’s volunteer program

Learn more strategies to increase volunteer engagement

Increasing volunteer engagement isn’t just about filling roles—it’s about fostering a sense of purpose, connection, and shared success within your association. By developing a well-structured volunteer program, promoting opportunities effectively, offering meaningful roles, and providing ongoing support, small-staff associations can maximize the value that volunteers bring while strengthening member relationships.

Volunteers are more likely to stay engaged when they feel appreciated, equipped for success, and see the impact of their efforts. Investing in the member volunteer experience—through training, recognition, and community-building—ensures that they remain motivated and committed to your mission.

With the right strategies in place, volunteer engagement becomes a win-win: members gain professional growth, networking, and fulfillment, while your association benefits from passionate, dedicated individuals who help drive your organization forward. By prioritizing engagement and appreciation, you can turn volunteers into long-term advocates who will continue to support and strengthen your association for years to come.