Secrets of motivating volunteers

For years, fund raisers have lacked solid information about volunteers' interests and what motivates them. The Points of Light Foundation recently teamed up with the Gallup Organization to study people's preferences for helping non-profit organizations to address serious social issues. The study shows that a high percentage of people lend their time and energy to one or more causes. And half of those who aren't currently volunteering said they plan to do so in the future. Here are some other findings that could help you attract more volunteers to your organization:

People support causes that interest them
Participants indicated a clear preference for issues they want to attack:

55% volunteered for programs aimed at the elderly:
46% for those supporting children;
36% for the disabled;
22% for housing;
17% for victims of violence; and
14% for drug or alcohol abuse prevention.

Of course, these figures don't mean only human services will benefit. But wise fund raisers should make sure that their efforts to cultivate volunteers focus on projects that address these issues when possible.

Assign volunteers meaningful tasks
Volunteer participation often goes sour when organizations delegate boring labor to them. The study indicates that nonprofit organizations can increase their volunteer retention rate if they channel volunteers' energy toward more meaningful activities. For example:

74% say they want to work directly with people in need
70% want to help staff who provide services, such as driving, collecting food or providing child minding
64% want to help with fundraising, and
50% say they serve on non-profit boards.

Also, check out the issues which are important to various cultural groups in your community — some groups may value education work, others service tasks, etc.

Take note of gender differences
You may also want to segment volunteer appeals by gender: The study shows men and women have distinctly different preferences when it comes to activities. women tend to want to work with pregnant teenagers and children with learning disabilities. They're also more likely to serve on non-profit boards, provide companionship and tutoring, offer child care or substitute parenting, deliver or serve meals and perform office work. Men are significantly more likely to volunteer for alcohol abuse programs, and also prefer activities such as counselling, recreation, neighborhood clean-up, administration and leadership. Broaden your scope If you've always thought volunteers are only interested in assisting people in their own geographic region, you may want to rethink your approach. Two-thirds of volunteers reported their work benefits both their immediate area and other locations and only 25% of those surveyed chose to help out in their own neighborhoods.

From What's Working in Non-profit Fundraising