According to Double the Donation’s volunteering statistics guide, 66% of people volunteer to improve their communities, and 83% volunteer to contribute to causes they care about. While administrative and logistical duties are important, involving volunteers in fundraising simultaneously empowers them to get the most out of your program and improves your fundraising efforts.
This guide will review strategies for engaging volunteers in the fundraising process so you can make participation worthwhile and recruit more helping hands for your fundraising team.
1. Involve volunteers in fundraising strategy development.
Volunteers often work directly with your beneficiaries. The nature of their roles gives them a unique perspective, which you can leverage to shape your fundraising strategy and glean new insights you might not otherwise have uncovered.
Get volunteers involved in fundraising strategy development by:
- Interviewing them during the strategic planning process. As Aly Sterling Philanthropy’s nonprofit strategic plan guide explains, a main “element of the pre-planning process is surveying stakeholders to gather their insights and opinions,” including volunteers. Ask volunteers for feedback on your organization’s current state and any opportunities for improvement they’ve identified.
- Incorporating their input into feasibility studies. Tap into your volunteer base for feasibility study support by gathering their input about your proposed project. Present details about the project and ask volunteers whether they think it is necessary and the scope is appropriate. Store their feedback in your nonprofit’s CRM for future reference.
- Collaborating on fundraising goals. Volunteers may have insight into which programs to focus on and how to create productive fundraising goals due to their work with beneficiaries. Consult them during the goal-setting process to incorporate their perspectives.
In addition to boosting engagement, involving volunteers in fundraising strategy development allows you to stay transparent about your nonprofit’s future direction and retain their support.
2. Leverage volunteers as fundraising ambassadors.
Mobilize your volunteers to engage current and potential donors in your campaigns. By creating a fundraising ambassador program powered by volunteers, you can receive help with your donor acquisition efforts and offer skills-based volunteering opportunities for those who are more marketing-inclined.
Follow these tips to develop a successful fundraising ambassador program:
- Provide marketing materials. Supply volunteers with your nonprofit’s style guide and communication templates to help them spread the word about your campaigns and mission in a way that aligns with your branding. Volunteers experienced in graphic design may create and share their own visuals with your organization’s approval.
- Allow them to tell their stories. Hearing about volunteers’ personal connections to your cause can inspire donors to give. For example, one volunteer may explain how their sister suffered from the disease your nonprofit researches, prompting them to get involved in your organization.
- Have them network with prospects. Consider hosting an event staffed by your fundraising ambassador volunteers to introduce prospects to your mission. Since volunteers work actively with your cause, they can answer prospects’ questions and encourage them to contribute.
Create a fundraising ambassador program page on your website with profiles for each volunteer. Summarize their involvement and connection to your cause, and include their contact information so prospects can reach out with questions.
3. Have volunteers identify corporate giving opportunities.
Corporate giving programs are a win-win. They allow companies to receive positive recognition for being socially conscious and your nonprofit to generate more revenue for its cause.
However, many donors are unaware of these opportunities that allow them to expand their impact. Have volunteers encourage corporate giving participation by informing donors about how to take advantage of:
- Matching gifts. Many employers offer matching gifts, which are donations they make to match their employees' contributions to nonprofits. Volunteers can walk donors through the matching gift process, helping them determine their eligibility and fill out matching gift request forms so your nonprofit can collect all resulting funds.
- Volunteer grants. Similar to matching gifts, volunteer grants refer to funds companies contribute to the organizations where their employees volunteer. Seasoned volunteers can help new volunteers take advantage of this opportunity by helping them check their eligibility and fill out the necessary forms.
- Payroll giving. Payroll giving is a convenient way for donors to give directly from their paychecks. Have volunteers help donors investigate their payroll giving options and enroll so they can automatically contribute to your organization.
You may also have volunteers help you identify and contact potential corporate sponsors. That way, you can free up your staff’s time and grow your fundraising potential with volunteer support. Some volunteers may even have connections to different companies or local businesses that spark lasting partnerships.
4. Allow volunteers to support stewardship efforts.
Thanking donors for their support is necessary to build long-lasting relationships and a strong community surrounding your nonprofit. However, this process can quickly become time-consuming for your team.
Have volunteers take donor stewardship efforts off your plate by instructing them to:
- Send thank-you notes. Develop thank-you letter templates that volunteers can easily customize and send to each donor. These may include thank-you emails, eCards or physical notes.
- Call donors. Major donors appreciate more personalized gratitude, such as phone calls. Give volunteers a list of major donors to contact and key conversation pointers, and allow them to express your organization’s gratitude over the phone.
- Invite donors to future opportunities. Identify new donors eager to get more involved in your organization. Then, provide their contact information to volunteers so they can contact new donors about upcoming engagement opportunities, such as events and volunteer outings.
Try to have the same volunteers contact the same donors as much as possible for more natural relationship-building. A certain volunteer may eventually become a donor’s point person at your nonprofit, communicating with the donor regularly to keep them up to date on your organization and encourage their continued involvement.
Engaging volunteers in fundraising is an easy way to increase their involvement and improve your fundraising efforts. For additional help incorporating volunteers into your fundraising strategy, consider working with a fundraising consulting firm that can offer expert guidance and optimize your operations.
*About the author: Aly Sterling
