The past year has seen unprecedented attention and support for volunteerism and service (see blog from September 2, 2009) and, next week, there’s something else new: More than 60 TV shows will feature storylines that somehow incorporate volunteerism. According to the Entertainment Industry Foundation (EIF), the stories during next week’s shows will spotlight the power and personal benefits of service. This initiative is unprecedented in its scope and scale; never have so many networks and shows joined together to integrate volunteerism into their storylines. If inspired by what they see on their reality shows, sitcoms, hour-long dramas, soap operas, and talk shows, TV watchers can then log onto the EIF’s newly launched website www.iParticipate.org to connect to volunteer opportunities in their own community.
What does this mean for volunteer engagement professionals and the nonprofit community? The headline on the front page of Monday’s issue of The Chronicle of Philanthropy, “Can the nonprofit world handle a flood of helpers?”, highlights a big concern: We all have heard stories of interested volunteers approaching an organization and offering service, only to be turned away or offered positions that do not take advantage of their skills and interests. This article spotlights those familiar stories and quotes professionals in the field who admit that many organizations do not even have an effective means to handle inquiries from prospective volunteers.
These observations are backed by data in the 2009 Volunteer IMPACT Survey, administered by Deloitte LLP. This survey report demonstrates the disconnect between nonprofits’ desire to increase their organizational capacity through skilled volunteers and their readiness to accept and utilize skilled volunteer support. While 72% of nonprofits strongly agree that they could increase their organization’s social impact through pro bono services, more than half (57%) do not have the infrastructure in place to effectively deploy an influx of volunteers.
Thanks to the national call to service – surely boosted by next week’s media campaign – nonprofits are facing an influx of volunteers. We believe this is an opportunity to take small but strategic actions that can make a lasting impact. It is up to you to capitalize on this momentum and ready your organization to take advantage of these individuals and their interest in utilizing their skills and influence. By not acting on this opportunity, you risk losing out on the pro bono services. But, with some attention, thought, and strategic preparation, you will be poised to take advantage and build capacity through skilled volunteers.
Here are a few tips to get you started.
Assess your needs and opportunities.
Have a conversation at your next staff meeting to identify 4 or 5 strategic priorities you really need to address. The ideas might include expanding your program offerings, revising your website, launching a social networking campaign, or providing professional development to your staff. Create that list and share it with the person or people who handle the volunteer inquiries so they can find a match among those who are calling.
Don’t say “yes” to everything. Set up a solid system to vet potential volunteers.
Finding the right fit is critical to a successful partnership with a volunteer. Identify a staff person or a committed, high-level volunteer (perhaps someone with a human resources background) who can not only interview candidates, but also review their portfolios, check references, and a get a good feel for how well this person may fit into the organizational culture.
Be open to new kinds of volunteer opportunities.
Move beyond seeking only “round pegs” to fit into your “round holes” of existing volunteer opportunities. With the right staff and volunteers in place to meet, interview, and vet potential skilled volunteers, your organization can take advantage of unexpected skills! If a marketing guru with a personal connection to your mission is interested in volunteering then it’s worth the time to consider how you might be able to use this person. Do you need a Facebook page launched? A new strategic message? Some training for your staff? Be creative and willing to discuss potential partnerships with this individual.
Capitalize on the television campaign and inspire others to volunteer.
How can you leverage this great opportunity? Have a volunteer Twitter about it. Develop your own organizational messages about what it’s really like to volunteer in your nonprofit by sharing your volunteers’ stories with your constituents and the public.
Share your stories on our blog!
Ask your volunteers and staff to share their stories and reactions to the TV shows’ messages on the JFFixler blog. Join our online conversation with other professionals and volunteers across the country to learn how others are capitalizing on this event as well.
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