Most nonprofit organizations thrive because of their volunteer force. Volunteers fill in the gap where staff and budget end. While many nonprofits spend a large portion of their budget on donor acquisitions, the volunteer base can easily be overlooked as potential financial donors.
Independent Sector’s Giving and Volunteering in the United States (2001) reported the volunteering trends in America. The report showed that 46 % gave to a nonprofit of their choice, 42% gave and volunteered while only 2% volunteered only. On average, households that volunteered gave twice as much than households that did not volunteer
The process of converting a volunteer to a donor begins with their first impression of the organization. The first impression may be the volunteer orientation. The representative leading the orientation should be passionate about the organization and their passion should be contagious to new volunteers. Offering a client story or testimony during the orientation is a great way for new volunteers to catch the vision and see the results that the investment of their time, and eventually the investment of their dollars, can have.
The volunteer experience plays a key role how favorably the volunteer will view an ask for a financial donation. The experience begins with matching the volunteer to the right position. Your organizations volunteer program should include a careful review of the volunteers experience, skills and references. Communication should always be open for volunteers and expectations should be clear. This empowers the volunteer to take ownership of their role and pride as a key member of the organization. Continuing to build this relationship through volunteer recognition will create good will which will go a long way when it comes time to convert that volunteer to a donor.
After six months as an active volunteer, it’s time to make the ask. The ask can be done by inviting the volunteer to participate in a special donor event, such as a fundraising dinner or golf tournament or by sending the volunteer a special appeal which is targeted to those who volunteer and know your organization best.
If volunteers have been properly oriented and trained and offered the support they need to do the work they are doing, they are already invested in your organization. By not asking volunteers to give financially, nonprofits are missing out on a large amount of potential donations.