Top Techniques for UK Charities to Boost Volunteer Involvement and Engagement
In the UK, charities face a significant challenge in maintaining and increasing volunteer involvement, a crucial component of their service delivery and community engagement. Here are some top techniques that charities can employ to boost volunteer involvement and engagement, ensuring the continued health and vitality of the voluntary sector.
Understanding the Current Landscape of Volunteering
Before diving into the techniques, it’s essential to understand the current state of volunteering in the UK. Over the past decade, there has been a notable decline in volunteering rates, with a drop of over 10% in regular volunteers. This decline has put immense strain on voluntary, community, and social enterprise (VCSE) organisations, particularly smaller ones that rely heavily on volunteer support[1].
Lucy Hogg, Director of VCSE Support at Voluntary Norfolk, highlighted the impact: “These organisations are struggling to deliver services, from mental health support to community outreach, at a time when there is increasing demand.” This situation underscores the need for innovative strategies to attract and retain volunteers.
Offering Flexible Volunteering Opportunities
One of the most effective ways to boost volunteer involvement is by offering flexible volunteering opportunities. This approach acknowledges the changing nature of volunteering, where more people are looking for ad hoc or micro-volunteering roles that fit around their limited time and other responsibilities.
Micro Volunteering
Micro volunteering is on the rise and provides a flexible way for people to contribute. Charities like Age UK and the British Heart Foundation have seen success with this approach. For example, Age UK offers flexible hours in its charity shops, where volunteers can commit as little as an hour a week. Nick Smith, Retail Director at Age UK, notes: “Even if somebody has just an hour a week spare, we can always find them a task to do that will make them feel valued and that they are giving back”[5].
Taster Sessions
Offering taster sessions is another effective method. These sessions allow potential volunteers to experience what it’s like to volunteer with the charity before making a long-term commitment. Oxfam and Age UK both use this approach to give people a taste of volunteering in their shops, helping to build interest and engagement[5].
Leveraging Technology for Volunteer Recruitment and Engagement
Technology can be a powerful tool in recruiting and engaging volunteers. Here are a few ways charities can leverage it:
Social Media
Social media platforms are invaluable for promoting volunteering opportunities and engaging with potential volunteers. Campaigns like The Big Help Out use social media extensively to reach a wide audience. In 2023, The Big Help Out reached over 100 million people through social media, generating significant interest in volunteering[3].
AI and Chatbots
AI can enhance the volunteer recruitment process by providing 24/7 support through chatbots. These chatbots can answer donor questions, direct them to relevant information, and encourage them to volunteer. Integrating AI with payment software can also streamline the donation process, reducing the likelihood of losing donors along the way[4].
Online Platforms
Using online platforms to list volunteering opportunities and manage the onboarding process can make it easier for people to get involved. Oxfam, for example, lists its opportunities online and provides application and onboarding materials in various languages to cater to different individuals. This simplicity can reduce the barrier to entry for potential volunteers[5].
Building Community Engagement
Community engagement is crucial for sustaining volunteer involvement. Here are some strategies to build stronger community ties:
Local Partnerships
Collaborating with local organisations and authorities can help charities tap into a broader pool of volunteers. The Volunteering for Health programme, led by Norfolk and Waveney Integrated Care Board and Voluntary Norfolk, is a prime example. This programme brings together various local stakeholders, including NHS trusts, local authorities, and community action groups, to support volunteering in the health and social care sector[1].
Fundraising Events
Fundraising events are another way to foster community engagement. These events not only generate financial donations but also create social occasions that inspire people to give more generously. According to data, more than 60% of donors worldwide started giving through fundraising events they attended in their local communities[2].
Personalized and Meaningful Volunteering Experiences
Providing personalized and meaningful volunteering experiences can significantly enhance volunteer engagement.
Personalized Roles
Allowing volunteers to choose roles that align with their interests and skills can make their experience more fulfilling. For instance, the NHS offers over 300 different ways to volunteer, ranging from running a hospital radio show to helping combat loneliness. This variety ensures that volunteers can find roles that resonate with them[1].
Feedback and Recognition
Providing regular feedback and recognition can deepen the connection between volunteers and the charity. Personalized donations and sponsorships, as seen in programs like World Vision and Save the Children, offer donors regular updates on the impact of their contributions. Similarly, volunteers appreciate being informed about the difference their work is making[2].
Effective Volunteer Management
Good volunteer management is the backbone of any successful volunteer programme.
Streamlined Onboarding
A simple and accessible onboarding process is essential. Charities should avoid long and cumbersome forms that might deter potential volunteers. Instead, they should use online platforms and apps to make the process as smooth as possible[5].
Ongoing Support
Providing ongoing support and training to volunteers is crucial. This ensures that volunteers feel valued and equipped to perform their roles effectively. Regular communication and feedback sessions can help in addressing any concerns or needs that volunteers may have.
The Big Help Out: A Nationwide Campaign
The Big Help Out is a nationwide campaign that showcases the benefits of volunteering and encourages more people to get involved in their communities. Here’s why charities should consider participating:
Broad Reach
The Big Help Out has a significant reach, with over 100 million people engaged through social media and numerous press articles and TV features. This campaign can help charities connect with a new audience and inspire a new generation of volunteers[3].
Diverse Opportunities
The campaign offers a variety of volunteering opportunities, from one-off events to micro-volunteering projects. This diversity caters to different preferences and availability, making it easier for people to find a role that suits them.
Long-term Engagement
The Big Help Out aims to inspire long-term engagement. Last year, 70% of participants said they were more likely to volunteer again in the future, and a third returned to volunteer with the same organisation after their initial activity[3].
Practical Insights and Actionable Advice
Here are some practical insights and actionable advice for charities looking to boost volunteer involvement and engagement:
- Be Flexible: Offer flexible volunteering opportunities, including micro-volunteering and taster sessions, to cater to different schedules and commitments.
- Leverage Technology: Use social media, AI, and online platforms to promote volunteering opportunities and streamline the onboarding process.
- Build Community Ties: Collaborate with local organisations and host fundraising events to foster community engagement.
- Provide Personalized Experiences: Allow volunteers to choose roles that align with their interests and skills, and provide regular feedback and recognition.
- Manage Volunteers Effectively: Ensure a simple and accessible onboarding process and provide ongoing support and training to volunteers.
Table: Comparing Different Volunteering Approaches
| Volunteering Approach | Description | Benefits | Examples |
|---|---|---|---|
| Micro Volunteering | Short-term, flexible volunteering roles | Fits around busy schedules, easy to get started | Age UK, British Heart Foundation |
| Taster Sessions | Trial volunteering sessions | Allows potential volunteers to experience volunteering before committing | Oxfam, Age UK |
| Online Platforms | Using digital platforms to list and manage volunteering opportunities | Easy to find and apply for roles, streamlined onboarding process | Oxfam, Volunteering for Health programme |
| Fundraising Events | Organizing events to raise funds and engage volunteers | Fosters community engagement, inspires generosity | Local charity runs, bake sales |
| Personalized Roles | Allowing volunteers to choose roles that align with their interests and skills | More fulfilling experience for volunteers, better retention rates | NHS Volunteering programme, World Vision |
Quotes from Key Figures
- “Volunteers, as partners with our skilled staff, make a significant contribution across NHS and care services and positively impact the lives of many people.” – Duncan Burton, Chief Nursing Officer for England[1].
- “Even if somebody has just an hour a week spare, we can always find them a task to do that will make them feel valued and that they are giving back.” – Nick Smith, Retail Director at Age UK[5].
- “The Big Help Out hopes to reverse the trends of declining volunteering rates by connecting more volunteers with meaningful opportunities and promoting volunteering in underserved communities.” – NCVO[3].
Boosting volunteer involvement and engagement is a multifaceted challenge that requires a combination of flexible volunteering opportunities, effective use of technology, strong community engagement, personalized experiences, and good volunteer management. By implementing these strategies, charities can not only attract new volunteers but also ensure that existing ones remain engaged and motivated.
In a world where volunteering is becoming more flexible and diverse, charities must adapt to meet the changing needs and preferences of volunteers. Whether through micro-volunteering, taster sessions, or leveraging AI and social media, the key is to make volunteering accessible, meaningful, and rewarding for everyone involved. By doing so, charities can continue to deliver vital services, support their communities, and inspire a new generation of volunteers.