Marketing isn’t rocket science if you know where to start
I used to have a boss with a favorite expression. She liked to say “It’s not rocket science,” meaning that any time her nonprofit job required some new skill or challenge, she knew she could pull it off. She knew she was smart, and she figured there was very little under the sun that a smart person could not master with practice and persistence.
My boss’s approach worked. She took on all sorts of projects with great success, just knowing that she had the chops to do it.
Marketing is like that. It’s not rocket science. It is masterable – and it’s often an essential part of our jobs.
Do you think of yourself as a marketer? If you are responsible for engaging volunteers in your program, you most certainly are.
I once wrote about how there is a volunteer out there for every position – IF we know how to find them. And the finding, of course, requires that we learn how to reach the volunteers who will thrive in our programs.
If you are wondering how…
You’ll be high-fiving, too, if your program employs these five practices to build a culture of volunteer appreciation
If you spend time getting to know your volunteer manager colleagues you will notice that there are two kinds of volunteer programs out there:
- The ones that are staff-driven and use volunteers to complement or extend the reach of their programs.
In hindsight, I would say that working within the first category made my job much easier. The paid staff was focused entirely on supporting the volunteers so that they could realize the program’s mission. And because we interacted directly and frequently with the volunteers, it was not difficult to establish the kind of strong personal connection with volunteers that boosts retention.
Volunteer management becomes more challenging in a larger, staff-driven organization, when your job is to engage volunteers and then place them in the hands of others in remote locations. Then, the question becomes:
How do you maintain a heart-centered culture of appreciation…
When a heart-centered approach becomes part of your program’s routine, your volunteers stick around
Does it surprise you that many − and perhaps most of the people who gravitate to volunteer engagement have studied things like psychology, sociology, or social work?
I know this because I once threw out a pop survey on my Facebook page asking what followers studied in college.
Just about everyone who responded majored in these people-oriented subjects, with a few nonprofit studies majors thrown in for good measure.
The results of my very non-scientific survey make sense, since volunteer engagement is such a people-oriented profession.
What we may not appreciate is that our gift for working with people is the very thing that help us create great outcomes in our programs.
I think of a program I talked with last summer when I was creating a webinar on volunteer retention for Girls on the Run (GOTR) International.
As part of my webinar prep I was asked to interview one particular program, the GOTR New Jersey North Council, because of their amazing outcomes − 80% of their coaches return from…
How do you handle it when your workplace gets reactive?
- Ed’s boss gets back from a networking meeting and hears that three other agencies have started Pinterest boards for their volunteers. The boss wants to know why their program hasn’t got one. Ed decides he better put aside his plans and start one before the week is out – or maybe even begin today.
- Marie drops into Nancy’s office upset because another co-worker ticked her off. Nancy stops working and spends half an hour trying to calm Marie.
- The results from the Celia’s volunteer satisfaction survey included six suggested changes to volunteer training. The staff wants to incorporate them all before the next training – and that’s only four weeks away.
Reactivity. It’s so easy to get sucked into it, especially when everyone around you seems to operate the same way.
Plus, reactivity plays into our desire to align with others. It feels good to jump on the bandwagon, like we are being a good team player.
But here’s the challenge: addressing our work with a large dose of reactivity keeps us stuck in manager-mode, putting out fires…
What happens when an experienced volunteer engagement pro combines her commitment to her organization with creative problem solving? She builds an innovative program that benefits her clients and the larger community.
Lynne Allebach, CVA is the Volunteer Coordinator for Living Branches, a retirement living community in Southeastern Pennsylvania. She is celebrating her 15th year with the organization, which she found after looking for a place to volunteer with her daughter. Volunteering led to a staff positon, which eventually led to heading up the volunteer program. “I fell in love with the people and the facilities. It was too hard to leave.”
In 2014, Lynne was contacted by the coordinator of a vocational training program for special needs students at the local high school. The vocational coordinator wanted to start a job training program for her students and was looking for a nearby location ─ Living Branches is located just five minutes away. The students would volunteer their time throughout the community in exchange for job training.
The timing of the proposal couldn’t have been better. Lynne had been looking for a way to tap into a…
How do you manage volunteers who have dropped off the radar screen? TH turns to a pro for the answers.
What do you do when a volunteer drops the ball – either fails to fulfill their responsibilities or just plain falls off the radar?
It’s a scenario that causes plenty of heartburn for supervisors who are then placed in the uncomfortable position of holding a difficult conversation. And for some volunteer supervisors, the dread around addressing this unfortunate issue makes it hard to even begin a potentially difficult conversation.
It IS possible to frame those conversations in a way that keeps your volunteers engaged. Just ask MaryAnn Wohlford.
Meet a Supervision Pro
MaryAnn is a supervisor at my former workplace, Fairfax CASA. Hands down, she is the most experienced volunteer supervisor I have ever known. That’s partly because MaryAnn worked in human resources for 20 years and child advocate programs volunteers for another 13 – and partly because she has an intuitive sense of what works to bring the best out of people.
MaryAnn’s volunteers rarely if ever fall off the radar screen. Instead, they fulfill their extensive commitment to…
VolunteerMatch’s Tess Srebro observes what’s top of mind for us
Sometimes, the best way to gain perspective on our work is to speak with someone NEAR the field rather than IN the field.
Tess Srebro counts as one of those nearby people. She is the Marketing Manager at VolunteerMatch. Tess represents the public voice of the organization in some important ways: editing not one but two blogs, managing the organization’s content calendar, social media, email campaigns, and probably a bunch of other responsibilities that did not make it to this list.
I got curious about Tess’s perspective on volunteer management through her role as editor of the Engaging Volunteers blog, which features content relevant to just about every volunteer engagement pro out there. And as the promoter of content, she sees of what’s top of mind for most of us right now.
So what’s the number one most clicked-on, shared, and commented-on type of blog post? Here are three possibilities:
If you picked b, you are right on the money. According to Tess, any post about volunteer appreciation receives the most activity. As the people-centered heart…
If you want success tracking volunteer prospects, retention — or anything else, you need one of these
If you are an experienced volunteer engagement professional with a solid infrastructure and sound practices in tracking your program, you may not need to read this post. Feel free to click out – although I’d love your feedback
And if you are newer to the volunteer management world, keep reading. We’re talking this week about something straightforward and essential for any well-run volunteer program.
Having a database.
The subject came to mind last week when I facilitated a roundtable for Volunteer Alexandria on volunteer retention.
This particular group was great because they had such a strong grasp of the two sides to volunteer management: relationship-building and the need for systems.
We spent a lot of time discussing the fun part of our work − interacting with volunteers and recognizing their value – and just as much time discussing the equally important but less exciting subject of volunteer management systems (VMS).
That’s because having a system is necessary if you want to lead and grow a successful volunteer program.
That’s because the VMS is the keeper…
This volunteer engagement pro knows how to run a program that’s structured AND flexible – her motto sums it all up
If you have gone through the process of becoming Certified in Volunteer Administration (CVA), you have probably done some extra thinking to articulate your philosophy of volunteer engagement. Just about every volunteer engagement pro operates with an underlying belief about what and how to engage volunteers – it’s just that we don’t think of it on a daily basis.
So I was impressed when I spoke with Trina Mayhan-Webb about the program she leads. Trina is the Director of Volunteer Solutions, a government agency within Fairfax County, Virginia that uses volunteers to support seniors and adults with disabilities.
Volunteer Solutions is a huge program that engages 4,000 volunteers annually with a staff of 10. You would think that such a large government-operated program might take a bureaucratic approach to managing volunteers.
Trina’s program may employ best practice standards, but Trina’s philosophy is anything but rigid. In fact she has a simple motto that sums it up:
Reach – Teach – Unleash
Trying to work miracles with limited resources? The solution starts with a mindset shift
Many years back when I recruited and trained volunteers, I remember my counterpart at a sister program quitting. She had come from the corporate world into what she hoped would be a more fulfilling job and got discouraged by the lack of resources for marketing the program.
At the time, I thought to myself” “Well, what did this person expect? It’s a nonprofit – we always have to make do with very little.”
Just like the fairy tale maiden in Rumpelstiltskin, we try and spin straw into gold.
The irony is that at the time my program had a grant to help us recruit volunteers. The funds from that grant covered paid ads for the program that we ran in local newspapers and even on television.
Those ads increased our inquiries exponentially. And sure enough, our numbers dropped when the funding ran out. When that happened, I returned to my usual strategies for volunteer recruitment, doing the best I could with what I had and never seeing the same results.
TED explains it all
I am reminded of that experience whenever…