Next Tuesday is the 20th annual International Volunteer Managers Day. To mark the occasion, this article is the second of two posts on the mistakes organisations make when engaging volunteers.
Last time we looked at three such mistakes. If you haven’t read that article please do so now because in this piece we’re going to look at solutions to those three mistakes.
Mistake number one – Not thinking strategically
The actions that can be taken to resolve – or better still, avoid – this mistake are pretty simple. So simple, I wonder why more organisations don’t embrace them. For example:
- Inviting the lead person for volunteer engagement to regularly present to and discuss with the board and / or senior leadership team on strategic issues regarding volunteer involvement.
- Inviting the lead person for volunteer engagement to strategic planning away days when new plans are starting to be formulated or existing plans reviewed and revised.
- Allocating lead responsibility for volunteer engagement at a strategic level to a board member and recruiting that person for their specialist knowledge, as well as their competence in governance. For a while now I’ve advocated that Volunteer Managers should volunteer to join the boards of other Volunteer Involving Organisations to provide volunteer engagement expertise at a governance level. Maybe you could partner with a colleague locally to do this for each other?
- Including meaningful measures on senior management team KPI / scorecard or other performance monitoring dashboards. When I say meaningful I do not mean how many volunteers the organisation has, how many hours they give, or recruitment rates stated in isolation. I mean measures that link back to outcomes and / or impact achieved e.g. recruitment rates tied to a specific outcome that needs to be achieved, such as recruiting ten new volunteer mentors because ten new clients have joined the programme .
Turning to a more research informed perspective, take a look at this article I wrote last year, “Job equity for leaders and managers of volunteers.” It drew on on work that explored how Chief Executive’s (CEOs) recruit, support, and resource four key positions in USA based non-profit and public sector organisations, including Volunteer Managers. Two key points are worth quoting: the first about getting more senior leaders to understand the strategic importance and value of volunteering; and the second about how we Volunteer Managers can scupper our own efforts to be taken more seriously.
“(There is) a need to include volunteer leadership and management in the curriculum of university non-profit management courses…how can we educate people to lead civil society organisations effectively if we say nothing about the strategic value and importance of volunteer engagement?”
“By describing what they do as a volunteer programme, leaders of volunteers reinforce the view that volunteer engagement is a tactical and not a strategic aspect of an organisations work. This limits the way they are viewed as a strategic asset to the organisation’s work and suggests why Volunteer Managers are often left out of strategic planning discussions.”
Finally, I did say last time that I am increasingly coming to think that where the lead post for volunteer engagement is located within an organisation is secondary to the inclusion of that person in strategic planning and decision making. That doesn’t mean their place on the organisational chart isn’t important though, which is why I addressed this in a 2016 article, “Where should leadership of volunteering sit in an organisation?”.
Mistake number two – Focusing on fundraising not friendraising
It’s easy for most of us to reach into our pockets and give a couple of quid to a good cause. It’s far harder for us to find a couple of spare hours to help that good cause through volunteering, especially if that commitment is needed regularly.
However, engaging me as a volunteer is truly that, engagement. It’s more than a transaction. We form a relationship, hopefully a positive one where we both benefit. A relationship where I will most likely become strongly affiliated with your mission.
Too many organisations prioritise the shallow, transactional “£3 a month” donors over other, deeper forms of public support, missing out so much potential.
What we need is an approach in organisations that seeks to find friends, allies and supporters and then creates a way for those people to engage with us in whatever way is appropriate to them at whatever stage of their life they are in. In the jargon, a truly integrated support focused journey.
This means we have to adapt as our supporters’ motivations, interests and availabilities change. This means we should have systems, processes and supporter relationship management tools in place to make this happen, not simply using a tool that works best for one kind of supporter (shout out to all of you Volunteer Managers forced to use Raisers Edge as your volunteer database because that’s what fundraising use, not because it’s the right tool for you).
Ultimately, this means different departments don’t see people as ‘our’ volunteers or ‘our’ donors anymore, but a wider, well-stewarded pool of friends supporting our work – friendraising.
NB. You may be interested in Meridian Swift’s article “Reject a Volunteer, Gain an Advocate” which explores a similar theme.
Mistake number three – Forgetting that it takes a whole village to raise a child
As I said last time:
”Organisations that do not devolve responsibility for volunteer engagement throughout the entire staff team, that do not support and train their staff to work well with volunteers and do not hold people to account for how effectively they work with volunteers, will never see the full benefits of volunteers in their work.”
The solutions here aren’t difficult. For example:
- Every staff member should have engaging with volunteers in their job description. Everyone. That means the CEO and Senior Management (and not just saying they should work with the board!). How engaged these senior roles are with volunteers in their own work is a good indicator of how strong a volunteering culture an organisation truly has at a senior level.
- Every new employee recruited should be selected in part for their willingness to engage with volunteers in the work of the post they are applying for. Ideally, they should have some experience of working well with volunteers. They should at least be asked at interview how they’d manage someone who is a volunteer and how this might differ from managing paid staff. This applies to the CEO and senior managers too!
- Every new paid staff hire should have something meaningful about working with volunteers as part of their induction course so they understand that volunteers are an integral and important part of the team.
- Every person working with volunteers should be required to attend training on leading and managing volunteers, just as they would usually be required to attend training on managing paid staff if they were in a management role. In fact, this could make all managers better managers, as working well with volunteers enhances someone’s ability to work with paid staff (the opposite isn’t always true!).
- Effectiveness in working with volunteers should be evaluated as part of every employee’s annual appraisal and regular performance reviews.
I’ve looked at just three mistakes. There are, of course, many more that organisations can and do make. That’s why I wrote “From The Top Down – UK Edition” with Susan J Ellis. It make a great Christmas present for your CEO and is available now from Amazon (link is to UK store only – check your local Amazon store for availability if you’re outside the UK) and the Directory of Social Change in both print and electronic formats.
What mistakes (and solutions to them) would you add? Leave comment below with your thoughts.