Mobilize Support Beyond Financial Contributions
In times of fiscal crisis, organizations tend to get overly focused on a relentless pursuit of money. This is natural. After all, as The Brains and then Cyndi Lauper taught us, Money Changes Everything.
But this tactic of chasing money is hard, exhausting, and often not fast enough to help you recover… plus, the urgency of it can ironically turn off potential donors. You need money now, but fundraising remains an industry based on relationships. Those relationships can be used to offset some of your financial needs while you get to a place where you can ask for monetary donations.
There is a vast reservoir of support that lies within your stakeholders, communities, corporate partners, and engaged individuals who offer talents, time, expertise, and networks. Today, mobilizing support beyond financial gifts is not only necessary, it can be transformative.
When resources are stretched thin, the true strength of an organization is revealed by its ability to galvanize community members and invite them into meaningful participation. Their contributions transcend budgets and balance sheets, offering skills, energy, and enthusiasm that can propel a mission forward even when traditional funding is in short supply. Volunteers don’t just mean hands on deck. They also mean advocates and ambassadors. Recruiting all three are integral to your work right now.
Volunteers bring hands-on support, enabling programs to run smoothly and allowing organizations to maintain or even expand their impact.
Advocates amplify a cause’s message, reaching untapped audiences, influencing policy, and driving public awareness.
Ambassadors leverage their personal and professional networks to attract new allies and resources.
Each of these roles expands the organization’s capacity, forming a multifaceted support system that supplements financial donations with energy, expertise, and credibility.
Building a robust volunteer community requires more than simply recruiting willing participants. It involves investing in relationships, understanding motivations, and offering opportunities that align with volunteers’ interests and skills. It takes training and management. People often complain that volunteers don’t follow through. That is almost only true when volunteers are mismanaged or under-resourced.
Organizations should:
Offer Meaningful Engagement: Assign volunteers to projects that make a real difference and recognize their impact regularly.
Provide Training and Development: Equip volunteers with the knowledge and tools they need to succeed, and encourage personal and professional growth.
Create a Welcoming Culture: Foster an inclusive environment where every contributor feels valued and empowered.
Manage Your Volunteers: Set schedules, provide resources, feedback and clear expectations.
Communicate Clearly and Consistently: Articulate your needs, share stories of impact, and celebrate successes across all channels.
Recognize and Appreciate All Forms of Support: Acknowledge volunteers, pro-bono partners, and board members with the same enthusiasm as major donors.
Measure and Report Outcomes: Track the contributions of non-monetary supporters and report on their tangible impact.
Foster Community: Create opportunities for connection among volunteers, staff, and supporters, nurturing a sense of belonging and shared purpose.
A thriving volunteer network not only supports daily operations but also serves as a pipeline for future leaders, donors, and advocates.
This takes real time and resources on the part of your organization. Think about who is equipped to lead your volunteer program and ensure it is resourced before you ramp it up.
Nothing is worse than volunteers that don’t feel cared about or valued for your organization’s reputation and success. If you can’t resource this fully, do not do it.
But know the opportunities that exist before you decide not to invest it in. The rise of corporate social responsibility has transformed how companies approach philanthropy. Increasingly, corporations seek to engage their employees in volunteer experiences that align with their values and business objectives. By connecting your organization’s volunteer opportunities with corporate giving programs, you create a win-win scenario that allows for corporate volunteers to bring specialized skills, fresh perspectives, and, often, enthusiasm for the mission. They can introduce your organization to new audiences, expanding your base of supporters and potential donors and this can all lea to long-term partnerships, which may lead to sustained giving and collaborative projects.
To foster these connections, design volunteer activities that are engaging and impactful, and demonstrate how they directly benefit your mission. Provide clear communication, logistical support, and recognition for both companies and individual employees who participate.
And don’t forget that all volunteers don’t wield hammers, teach kids to read, or water native plants in the community garden. In other words, volunteer programs aren’t just about doing the work of programming and services.
Many organizations have achieved extraordinary results by tapping into the professional expertise offered through pro-bono partnerships. Seek out collaborators who can provide support in other areas such as advocacy, legal advice, marketing, grant writing or IT and technical assistance.
Pro-bono services not only offset costs but can elevate your organization’s capabilities far beyond what your current budget allows.
And all of this can lead to new board members, who are your most influential ambassadors and greatest volunteers. Their unique access to personal and professional networks can unlock new opportunities, partnerships, and sources of support.
