1 The Right Stuff: Recruiting & Retaining the “Right” VolunteersJulie Vreeland – Greater MN Outreach Manager Minnesota Association for Volunteer Administration (MAVA) Kingwood Street – Suite 229 Brainerd, MN Often when staff or members of an organization are involved in recruitment, they are so anxious to fill slots or add to the membership that little care is given to finding the right person(s). Everyone can relate to the impact on the member and the organization when the wrong person is recruited (i.e., the member feels incompetent and/or unfulfilled, leading to performance and retention problems; the organization does not get the job done well and builds resentment or resistance to further utilization of members). Successful recruitment involves marketing your organization's member needs to the segment of people who can fill your needs while simultaneously filling their own (e.g., finding a graduate student who needs an internship in public relations when you are looking for a person to focus on a P.R. plan). Recruitment is not merely following prescribed techniques to attract potential members (e.g., displaying posters, writing online recruitment ads, etc.) but rather designing a strategy to find the right member and then utilizing an appropriate outreach technique to invite them to consider becoming a member. The Primary Purpose of this training is to explore targeted member recruitment: a strategy of invitation to reach the best people to fill your member positions.

2 How we feel volunteer recruitment is going…You organization may feel like you have enough members and every thing is going along smoothly. Members are engaged in volunteer activities, they are happy and others in the organization are utilizing the members talents and strengths. You are moving along swimmingly. However.

3 How it really is… Your organization is feeling overwhelmed. New members are being brought in – no one is training them, there is no connection between the new members and current members, and everyone is going in different directions. Like herding Frogs in a Wheelbarrow.

4 Opening Activity Share with someone you have not talked with yet:A time you said “yes” to being recruited as volunteer How you were asked Why you said “yes” S-2

5 What is Volunteer Recruitment?A process to attract and invite people to consider involvement with your organization. Working definition of recruitment: a process to attract and invite people to consider involvement. During the interview and screening process, both the individual and the organization mutually decide if a match has been made. The exceptions to this are when the organization needs a large number of people for short term, low skill activities (e.g., clean-up day); then, in-depth interviewing/screening are not essential. Presentation Before you begin to recruit, do your homework. Recruiting starts with having appealing volunteer positions designed and your organization ready to welcome volunteers. S-3

6 The Most Revealing Stats About Recruitment#1 way to recruit volunteers: Personal ask Among those who were asked by someone to volunteer, 50% were asked by a friend Among those who learned about their volunteer activity through participation in an organization, 56% learned of it through their place of worship Independent Sector Giving and Volunteering in the United States S-4

7 Reasons to Volunteer Over 96% percent listed feeling compassion toward people as an important reason to volunteer. 91% volunteered as a way of giving back to the community. Just over 90% were motivated to volunteer because they believed that those who have more should help those with less, while 83.2% reported volunteering as an important activity to people they respect. Less frequently identified as motivations for volunteering were that someone close to the volunteer was involved or would benefit from the activity (68.7%) and to meet new people (66.4%). Reasons for Volunteering: Over 96 percent listed feeling compassion toward people as an important reason to volunteer. 91% volunteered as a way of giving back to the community. Just over 90% were motivated to volunteer because they believed that those who have more should help those with less, while 83.2% reported volunteering as an important activity to people they respect. Less frequently identified as motivations for volunteering were that someone close to the volunteer was involved or would benefit from the activity (68.7%) and to meet new people (66.4%).

8 Generational Differences of Volunteers

9 The Traditionalists GenerationBorn , grew up during the Great Depression and World War II Sacrifice Hard work Respect for authority Duty before pleasure Adherence to rules Start with the gold standard of volunteers. Who has people in the 70’s and 80’s as volunteers? How would you describe them as volunteers? 9

10 As Volunteers Loyal - stay with an organization over timeWill do what is needed

11 Boomers early life experiences very differentThe Boomer Generation Boomers early life experiences very different Born Post WW II prosperity Idealism of JFK Experienced protest and change - Civil Rights - Women’s Liberation Movement - Vietnam War

12 The Boomer Generation Social cause focused HardworkingLonging for personal growth Self-absorbed Team orientation To understand how to appeal to volunteers across the generations, important to understand the break out how Boomers approach volunteering from how there parents did. As with most things, a gemerational divide here. Boomer grew up with different life experiences than their parent. Not suprising they approach volunteering in a different way. Will not see the same time of loyalty to organizations (but maybe to Habitat). Care more about causes. A little more about “me” but very hard working.

13 Difference from Traditional Generation to Boomers GenerationStay with organization for long time Do what is needed Boomers Like shorter term volunteering Seek time limited project Look for a good fit with skills Want to have an impact

14 Generation X – 1964 to 1980 As volunteers: Want flexible schedulesExpect their time to be used efficiently More balanced between work and personal life than Boomers Gen X – As volunteers Most of what Boomers prefer, Gen X will expect. Flexible schedules important. Two difference to be aware of: Expect time to be used effenciently More balanced

15 Tips for Gen X VolunteersProvide flexibility in roles and schedules Offer technology-centered tasks Avoid hierarchical supervision

16 What is a Millennial? Individuals born after Mainly consisting of teenagers and 20 something’s.

17 Why would a Millennial choose to volunteer their time?Pinpoint Motivation Why would a Millennial choose to volunteer their time? Opportunity to make an impact, see real results and be CHALLENGED See volunteering as a part of their Work Life Balance Professional development and resume building opportunities

18 Recruiting MillennialsUse multiple avenues to inform them of opportunities Convince them that their time is important to the success of the program Get them to see the cause as a personal one Simplify the process Offer a variety of time commitments Emphasize benefits(flexibility, professional development…) Allow for Millennials to gain ownership of project based assignments Allow ownership.

19 Trends in Volunteering by Age (1974-2005)I realize when I am talking about generations, it is a generalization. Lots of varieations within a generation. It is a useful tool for new ideas. There also difference in volunteers at different ages despite the generations. Not, that the portion of the population that volunteers peaks around age 40. https://www.volunteeringinamerica.gov/

20 Key Concepts on Recruiting Volunteers

21 Key Concepts on Recruiting VolunteersYou must address volunteer barriers before you reach your potential in volunteer recruitment. Volunteer needs must meet organizational needs. Recruitment asks must be strategic. Trained, effective people should be utilized as recruiters. You need the right tools to help you recruit. This will lead naturally into the purposes and learning objectives of this seminar. Say briefly in your own words what you hope participants will get from the module. (You do not need to read the Learning Objectives). Indicate that this workshop is built on Five Key Concepts. S-6

22 Key Concept #1 Until you identify and address people's possible resistance to volunteering in your organization, you will not reach your potential in volunteer recruitment •As you design your outreach to prospective members or analyze response from previous efforts at recruitment, you must begin to identify any barriers that may be keeping people from volunteering within your organization. These barriers may be personal (time, child care needs, etc.) or organizational (location of facility, costs involved in volunteering, type of client served, etc.). Brainstorming Examples Organizational barriers Personal barriers People's limited time Develop more short term, episodic jobs Costs related to volunteering Offer to cover expenses Distant location of organization Develop jobs for people to do at home/office – “virtual volunteering” Needs flexibility, regular commitment difficult Design a back-up substitute system for volunteers Type of client that organization serves (homeless, mentally ill, prisoners) Brainstorm types of people who care about your clients and design a targeted recruitment plan to reach them S-7

23 Key Concept #2 For volunteer recruitment to be ultimately successful, the needs of the organization and the needs of the volunteer must be simultaneously met. S-8

24 Start with the Position Description •Too often we are tempted to fill positions without thinking of whether the needs of the organization and the needs of the member will be met. In our desperation to fill slots, we take the first person who is willing to do the job. It is much like the person who is in a rush to complete a jigsaw puzzle and tries to push the wrong piece into the puzzle. Start with the Position Description Very often we recruit people, not taking into account whether the members needs will be met. The Position Description will help you recruit the right person for the right job, for example: What will the member be asked to do? What skills is the organization looking for? What is the time commitment? Truthfulness is paramount when recruiting Portray the member position honestly Never over-promise Recruitment techniques to avoid! S-9

25 Recruitment Techniques to AvoidBait and switch “There’s nothing to it.” “We’re desperate, anyone will do…” “You’re a CPA. We can use one of you!” “We have lots of needs...HELP!" "I'm tired of doing it. Anyone else want to do it?" S-10

26 Magnets for VolunteersCan see the impact Uses talents Flexibility of hours Short term commitment Learn new skills Project management •This is the Checklist on what members are looking for. Members see the impact of the work done Members use their talents/skills Members have opportunity for flexibility of hours Members can make a short term commitment Members will learn new information or skills of interest to them Members have the opportunity to be in a project management or a leadership role •What other attributes have you found as magnets? 26

27 Recruitment Strategy WorksheetPosition Description Skills and qualities needed Type of people apt to these qualities? Best sources to find members? Techniques or methods to reach them? Volunteer benefits? Recruiter and why them? Presentation: The best strategy for finding the right member is to use marketing principles which involve an exchange in values; i.e., our member job fits the person's interests and skills. The recruitment strategy worksheet is a good tool for doing that. Give participants a few minutes to start filling it out for a position they need to recruit members for. Encourage them to finish it when they get back to the office. S-11

28 The recruitment invitation must, minimally, include three elements.Key Concept #3 The recruitment invitation must, minimally, include three elements. S-12

29 Three Parts of a Recruitment MessageStatement of Need How the Member can Help The Benefit to the Member Element #1 – The statement of need It is important to note that the need is not the agency’s need, but rather the need of the client. Element #2 – How the member can help It is important to note that you have more impact by saying “You can help by…,” not “members are needed…” (Third person not as appealing.) Element #3 – Benefits to the member Answer how members will be helping themselves by doing the job. (Either general benefits of working at the organization or specific benefits of doing a particular job.) • Show examples of how other organizations have used this formula to design their recruitment message. • If possible, design and share a message developed for your organization. S-13

30 H-5 Activity Write a volunteer recruitment statement for your organization. Include: I. Statement of Need II. How the Volunteer can Help III. The Benefit to the Volunteer S-16

31 Key Concept #4 It is important to have effective, trained people recruiting new volunteers Put together a team of volunteer recruiters within your organization: Staff Volunteers Board members Satisfied volunteers are some of your best recruiters. Remember that the personal ask is the most effective way to recruit new volunteers. One of the best ways to learn about member recruitment is to talk with your colleagues to find out what is working for them. Membership recruitment is a rapidly evolving field and important to check in to learn from your colleagues. Qualities of good recruiters may be best discussed by having participants think of a time when they said yes to a volunteer position. Remember what qualities the recruiter had or the techniques utilized that influenced them to say, “Yes!” Some participants may share experiences when they said yes because they were misled or had their arms twisted. Most often they will not ultimately express positive feelings about the experience. Others said yes to a recruiter who was not only enthusiastic and persuasive but who also reflected an accurate picture of the position and was interested in the benefits to the organization as well as to the volunteer. Using participants’ own experiences is fertile material for many lessons in recruitment. It does take time to process these, but the insights gained are beneficial S-17

32 Successful Recruiters Are…SATISFIED ENTHUSIASTIC ARTICULATE CONNECTED Discussion: Ask participants what qualities to look for before asking someone to officially serve in the role of a recruiter. Presentation Suggest that the keys to success include all of their suggestions, but four characteristics are especially beneficial: Satisfied with their member work and with the organization (not burned out, tired ones looking for replacements) Enthusiastic You may wish to note that the word enthusiasm ends with IASM - I am sold myself! Articulate Some people can't express their obvious pleasure so that others catch the fire! Connected with the person or group being recruited. People say yes to people they know and respect. S-18

33 How to Find the Right VolunteerDevelop a team of recruiters Develop a Volunteer Recruitment Toolkit: What positions is the organization recruiting for? What is the key “recruitment message” for each position? Generate ideas with staff and other volunteers about where you might find the best people for this position: Who knows about my organization? Who supports it? Presentation Give recruiters the tools they need to be successful. Develop a toolkit that might include: What positions is the organization recruiting for? What is the key “recruitment message” for each position? Develop written pieces that can be shared with prospective members (E.g.: descriptions of open positions, brochure describing organization) Generate ideas with staff and members about where you might find the best people for this position: Who knows about my organization? Who supports it? S-19

34 How to Find the Right VolunteersGet your recruiters ready to recruit:  Train them Give them the tools that they need Be enthusiastic and upbeat Paint an accurate picture of the member assignment, but make it fun! Set your expectations for members high:  Never minimize what the job entails Responsible work attracts responsible people Get your recruiters ready to recruit: Train them Give them the tools that they need Be enthusiastic and upbeat Paint an accurate picture of the member assignment, but make it fun! Set your expectations for members high: Never minimize what the job entails Responsible work attracts responsible Remember The more responsible the job… the more the member learns and contributes… the greater the personal development and satisfaction… the greater the commitment… the more responsibility the member can assume… the greater the contribution to the agency and the community! S-20

35 Activity In groups of 5-7:Share ONE volunteer recruitment method that has worked well for you in the past several years. From those ideas, decide on ONE creative favorite idea from your group to share with everyone. S-21

36 There are tools and resources you can use to help with recruitmentKey Concept #5 There are tools and resources you can use to help with recruitment MAVA has attached some great resources for you. The Suggested Reading includes items such as articles on using social media for recruiting and video of Thomas McKee talking about his “dating” theory of volunteer recruitment. There is a four part set of Recruitment Tools for you. The tips from Minnesota Colleagues includes suggestions for you on: How to do volunteer recruitment on your website How to write a volunteer recruitment posting for an online recruitment website Tips for involving volunteers in recruiting There is also: A listing of volunteer centers in Minnesota, which MAVA recommends you connect with to post your volunteer opportunities, if there is one in your area A list of national websites where you can post volunteer recruitment A sample press release S-22

37 MAVA advises you to first use your local volunteer center, if you have one, as a place to post volunteer positions. Below are additional national websites that post volunteer positions. Volunteer Match, - A main national database. Skills for Change, for recruiting online volunteers. Catchafire, – Use professional skills to make a difference. Create The Good, - connects you with volunteer opportunities to share your life experiences, skills and passions in your community – AARP. Craigslist, – Includes volunteer opportunities. United We Serve, -, a federal government sponsored connecting website. All For Good: -- Simple web application that helps volunteers find opportunities in their community. Within the online network, they can find and share opportunities, see what volunteer projects their friends are working on, and track activities. iParticipate, iParticipate.org -- Volunteering website created by the Entertainment Industry Foundation. With their recent volunteering storylines on TV and massive ad campaign, this website is creating quite a bit of buzz. Idealist, - International volunteer database. International Volunteer Programs Association, -- Located in New York City, this organization links volunteers with projects across the globe.

38 Restructuring positionsStrategies: Substitution Job Sharing Rotation Segmentation Team Volunteering Telecommuting From "Creating Boomer-friendly Volunteer Opportunities: Restructuring Existing Opportunities" by D. Scott Martin.

39 Best Practice 1. Understand volunteers’ deep-seated need to have impact. 2. Focus the volunteer interview on learning the prospective volunteers passions, mutually designing his/her volunteer role. First one – understand need to have an impact. Second – how are you interviewing members now?

40 Best Practices 3. Offer a wide choice of volunteer opportunities in all aspects of the organization’s operations. 4. Include some short term and seasonal volunteer positions to align with today’s volunteers’ availability. These are two of the most important points Used to be, could interview a member, say we have three opportunities and you pick. Now members expect to have lots of choices. What ways do you have members involved other than building? Has anyone seen a change of the last 5-10 years in how long members like to commit? Maybe not with Habitat, but overall, the biggest trend.

41 5. Offer skills-based volunteer opportunities.Best Practices 5. Offer skills-based volunteer opportunities. 6. Develop volunteer position descriptions that are engaging and show impact. What roles do you involve members I that use workplace skills?

42 Best Practices 7. Move volunteers into project leadership roles.8. Recruit volunteers by developing appealing recruitment messages, working networks and being highly visible on the web. Key point – anyway you have members involved in charge of project? Only now, with #8, get to recruiting. Message, is how you set up the positions is the most important. What has worked the best for you in recruiting younger members?

43 Best Practices 9. Change traditional volunteer supervision to leading volunteers and offering collegial support. 10. Reframe volunteer recognition to respond to the value today’s volunteers place on having impact and being life-long learners. Change in supervision. Have any of you made changes in how you recognize members?

44 More information about MAVA at:Best practices for engaging volunteers Engaging Boomers as volunteers Volunteerism in immigrant communities Volunteerism in a shifting environment Lesson learned from organizations that deliver most of their services through volunteers

45 Questions? THANK YOU