Guest post by Amanda Winstead
As a nonprofit organization, your volunteers and donors are your lifeblood. You need them both to keep your organization up and running, and it’s hard to say that one is more important than another.
But, at the end of the day, your volunteers won’t have anything to do unless your nonprofit is adequately funded. Without donations, things can’t keep running. Unfortunately, it isn’t always easy to ask someone who is already giving their time to open their wallet, too.
So, how can you convert volunteers into donors without losing them altogether? What can you do to keep them passionate and on board with your cause while reaching into their pockets for even a small donation? Let’s cover a few practical tips that can make a difference with your volunteers, and keep your organization growing.
Create a Positive Experience
If someone is already volunteering with your organization, they’re probably passionate about your cause. They might even like the people they get to work alongside. Or, maybe they’re doing it for personal reasons.
Whatever the case, you should have a goal of attracting recurring volunteers. Whether you have events that need attention or you need people to cover your daily operations, volunteers are more likely to keep coming back – and more likely to donate money – if they have a positive experience each time they’re working. Some ideas to keep your volunteers coming back include:
Learning more about their motives
Explaining your expectations clearly
Making sure their experience isn’t burdensome
Making it fun for them
Showing them your appreciation
It’s also a good idea to promote a rewarding experience. Your volunteers already know who you are and what you do. But, if you can make it clear to them how much their work is impacting the community, not only will they come back repeatedly, but they’ll be more willing to go one step further and donate to the cause. Everyone feels good about serving the community, especially in times of need, so don’t be afraid to talk to your recurring volunteers about how far their donations would go.
Build Lasting Relationships
No matter the size of your organization, it’s a good idea to build positive professional relationships with your volunteers. If they feel like they’re just coming in to work for a few hours and they aren’t getting to know anyone, they’re less likely to enjoy the full experience. They might even start to lose the passion they have for your group.
Having steady relationships with your volunteers is one of the best ways to convert them to donors. Not only that, but it’s one of the best ways to make sure they continue donating, time after time.
You can build better relationships by trying some of the following:
Making sure they understand their connection to your organization
Setting them up for success
Keeping your promises
Promoting their positions
With these positive relationships, your volunteers will do so much more than donate their time and money. They’re also more likely to talk to others about your organization. It’s not just about the experience, it’s about the people. If you can showcase the importance of relationships and gratitude in your organization, your volunteers will spread the word for you, which can help to increase donations almost immediately.
Offer Your Support
The last thing you want is for your volunteers to burn out. They might love what they’re doing, but if you ask too much of them without the right amount of support, they can feel overwhelmed and want to take a step back.
Your volunteers support your nonprofit. You need to support them in return. Check in with them as often as possible, and offer your assistance however you can. That’s especially important on “event” days when things might feel busy and overwhelming. Equip them with resources that can make their volunteer experience(s) easier and more meaningful.
Finally, celebrate them! Host occasional events that allow your volunteers to have fun and be acknowledged. Or, send them periodic gifts of gratitude. Even small “thank yous” can go a long way for someone who is donating their time. Feeling that kind of recognition and gratitude from your organization may encourage them to do more.
With 1.5 million nonprofit organizations in the U.S., not everyone can donate their time and/or money to every cause. That’s why it’s so important to find ways you can turn your volunteers into donors.
The people who volunteer for your organization obviously already have an interest. If you’re trying to convert them into donors, explain to them how and where their money would be used, and why the funds are needed. Being open, honest, and continuing to show gratitude to the people who keep your organization running will help more volunteers be more charitable with their money, as well as their time.
About the Author
Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.