As the nonprofit sector seeks ways to continue its work in the face of ongoing challenges, volunteers may come to play a larger role. According to the U.S. Census Bureau and AmeriCorps, the U.S. volunteer rate fell significantly between September 2020 and September 2021, although recent data shows it rebounded to 28.8% in 2022-23. So, what can organizations do to better engage and retain volunteers in 2025? Here are some ideas to consider this April, which is National Volunteer Month.
How do volunteers advance nonprofits’ missions?
Volunteers are an integral part of the work nonprofits do, not only supporting their day-to-day operations but driving their core missions. These articles explain the role volunteers play in building community relationships and resilience.
Beyond fundraising: How building community strengthens nonprofit sustainability. One way to build organizational resilience is by engaging a strong community of donors, neighbors, beneficiaries, and volunteers, who often become donors and share the nonprofit’s cause with their networks. Strategies for building a shared sense of belonging and commitment include encouraging volunteer participation through online or in-person events and celebrating their contributions.
Community relationships strengthen public trust in nonprofits. A 2024 survey report by Independent Sector and Edelman finds that 57% of the public trust nonprofits to “do the right thing.” And direct interactions through volunteering, donating, or participating in food drives, for example, is essential to building the public trust nonprofits need to do their work: 79% of respondents who’d volunteered in recent years said it gave them a more favorable view of the sector, and 88% said they would volunteer again.
How nonprofits can deepen corporate partnerships. Partnerships between nonprofits and for-profit companies can boost workplace volunteering and amplify community impact. Nonprofits can maximize participation by encouraging potential volunteers to take advantage of paid volunteer time off, asking for skills-based volunteers, and helping connect companies to local communities.
How can nonprofits improve volunteer engagement and retention?
So, what can nonprofits do to recruit these essential volunteers—and retain them? Here are some suggestions for this National Volunteer Month:
What do your volunteers need from your organization? Answer: a smooth sign-up and onboarding experience, strong communication, impactful results, and a feeling of appreciation. If nonprofits need support from volunteers to advance their missions, volunteers need support from nonprofits to do their best work. Volunteer management software may be helpful in streamlining communications and matching volunteers with the skills needed for specific roles.
Proven strategies for engaging and retaining volunteers. Volunteer turnover can be affected by economic, social, and cultural factors, which can make it difficult, especially for small and under-resourced nonprofits, to retain committed volunteers. Effective strategies include providing quality training, as well as matching opportunities to volunteers’ skills and experiences and recognizing their accomplishments.
Designing engaging and effective learning experiences. What would “quality training” for volunteers look like? In this article, Kristin Hanlin, an instructional designer at Candid, explores how nonprofits can utilize Instructional Design principles to develop training that engages, empowers, and educates the learner—including volunteers.
How can nonprofits foster the next generation of volunteers?
Recruiting and retaining volunteers is a year-round endeavor beyond National Volunteer Month. These articles highlight what we know about how young people feel about volunteering and how nonprofits can tap into their generosity for the long term.
Youth community service: Belonging, reciprocity, and agency. A survey by the Center for Expanding Leadership & Opportunity and The Allstate Foundation found that young people ages 18 to 25 define community service broadly, beyond formal volunteer work with nonprofits. Participants in youth service programs report gains in leadership skills, career readiness, a sense of belonging, and the belief they could make a positive difference in their community. The report’s authors suggest youth-led, youth-centered programs could increase impact for both the participants and the communities they serve.
The next generation seeks social change from the ground up. Fundraisers need to adapt. According to a Foundation Source survey, Gen Z and millennials start giving at a young age—donating items, volunteering, and supporting fundraising campaigns. Nonprofits can engage these “NextGen” supporters by recognizing that they may not yet have the financial means to make large gifts—and, instead, offering them volunteering opportunities as a gateway to donations, educating them about giving circles, and building long-term relationships with them.
Have you noticed a recurring theme? Volunteers, it seems, want to share a sense of belonging, take on roles matched to their skills and abilities, and feel appreciated for their accomplishments. This National Volunteer Month, we hope these resources will help your nonprofit recruit and retain committed volunteers to better serve your community.
Photo credit: SolStock via Getty Images
The post April is National Volunteer Month. Do you know where your volunteers are? appeared first on Candid insights.
