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Volunteers—An Organization's Most Valuable Asset

As important as annual pledges and gifts may be to a non-profit organization, often times effective use of its volunteers will truly make the difference between success and failure. It's no mystery that the best way to cultivate major gifts is through creating a feeling of ownership between the organization and its donor. So what are some ways to help facilitate this relationship?

1. Unearth volunteer "hot-buttons"   When an organization can truly place a volunteer or prospective donor in a position that satisfies both parties, chances are that individual will continue to lend support when needed and often assume greater responsibilities. Different people have different strengths and interests, so asking your volunteer with a background in graphic design to help stuff envelopes for a few hours probably doesn't generate too much interest in the task at hand, or even the organization. Send out annual or semi-annual volunteer surveys, asking each member to highlight areas of greatest interest as well as offering the opportunity to become involved. Don't wait for these people to come to you, invite them to personally invest in your cause.

2. Encourage donors to become "pro-active" with their gifts   In the case of many donors, particularly major donors, there exists a particular drive behind each gift. Often, an organization will be content with the financial contribution and fail to turn that into a personal investment of time. A donor who designates their gift to a particular area, such as a building or scholarship fund, may also be a strong candidate to help with specific areas of upkeep or maintenance of both items. Connect the donor to their cause of giving, and grow the relationship.

3. Send a consistent message    Your volunteer is the best spokesperson for your organization. These are the people that best exemplify the mission of your group, and spread its word to the surrounding community. So what happens when someone interested in your cause asks a volunteer for information, and they have none to give? Hold "State-of-the-Mission" meetings for all your supporters and volunteers, highlighting recent successes and things to look for in the future. Ask for their advice, and the direction they see the group heading. Equip all your members with the materials needed for success.

4. Ongoing board evaluations   There is no greater disappointment than to have a decision-making and governing figure of your group uninterested in giving their time, treasure, and talent to your mission. This disconnect often can be avoided early on. Make sure your board members are making annual personal sacrifices for your organization, and provide guidelines that outline what is expected of them. Always notify them of volunteer opportunities coming up, and emphasize the importance to lead by example. Hold annual one-on-one meetings with each board member to learn of his or her current perception of the group, and do any pre-emptive troubleshooting, if necessary.

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