3 Steps to Successful Volunteer Recruitment Campaigns Using the Current Volunteers
The Top Line:
Your current volunteers are your best recruiters – they already believe in your mission and have the networks you need. In this post, we’ll walk through a proven three‑step process to launch a word‑of‑mouth volunteer recruitment campaign that turns your biggest fans into your most effective ambassadors.
Read on to Discover:
- How to Get Current Volunteers to Spread the Word
- Free [eCourse] Better Volunteer Recruitment in 6 Easy Steps
- More Tips for Successful Volunteer Recruitment Campaigns
“Tell‑a‑friend” initiatives are one of the easiest and most cost‑effective ways to run successful volunteer recruitment campaigns. By tapping into the networks of your existing volunteers, you can reach people who are already pre‑disposed to trust your organization. Your biggest fans are more than happy to help you spread the word – but they need encouragement, clear messaging, and the right tools to do it effectively.
That’s where word‑of‑mouth marketing campaigns become a powerful asset for your volunteer recruitment efforts. Unlike paid ads or broad social media posts, a personal recommendation from a trusted friend carries far more weight. In fact, research consistently shows that people are far more likely to act on a referral from someone they know than on any other form of marketing.
These campaigns are simple, yet remarkably effective. To get your campaign rolling, pull together a small team of volunteers to help develop it. By involving volunteers from the very outset, you gain buy‑in and cultivate a genuine willingness to help. Don’t try to build this campaign in a vacuum – your volunteers know what will resonate with their peers better than you ever could.
How to Get Current Volunteers to Spread the Word
Step One: Learn & Engage
Start by deepening your understanding of what motivates your volunteers. Ask yourself: Why do they continue to help out? What do they personally get out of volunteering? What do they tell others about their experience – and what specific words do they use?
It’s essential to understand which messages your volunteers feel comfortable sharing and which ones their friends will actually understand. Focus on the authentic language they use to describe what they do in partnership with you. Pay attention to the benefits they highlight most often: Is it the sense of purpose? The social connections? The skills they’ve developed?
Also, be sure to poll volunteers on the communication methods they prefer. Some are active on Facebook or LinkedIn; others prefer email or even old‑fashioned phone calls. Respecting their preferences makes it far more likely they’ll participate.
You can gather this valuable information through any combination of the following:
- Surveys – Quick, anonymous, and easy to analyze.
- Focus groups – Deeper insights from small groups of engaged volunteers.
- Comment cards – Low‑effort feedback during or after shifts.
- Individual conversations – Often the richest source of honest feedback.
Once you’ve collected this input, create a simple “volunteer voice” document that captures the key phrases, motivations, and channel preferences. Use this document as your creative brief for the campaign.
Step Two: Equip & Empower
To launch successful volunteer recruitment campaigns, give your volunteers concrete ways to share based on why they love your nonprofit. Don’t assume they’ll know what to say or where to post – provide ready‑made materials and simple instructions.
Some volunteer managers worry that asking for referrals will annoy or burden their team. In reality, most volunteers are delighted to help – they just need an easy path. Here are three powerful reasons your supporters will happily spread the word, along with specific word‑of‑mouth marketing strategies for each.
Reason 1: They Love Your Organization
People will happily spread the word because they genuinely love your cause, you’ve given them something interesting to talk about related to your mission, and you’ve made your information fast and easy to share.
What you can do to inspire word of mouth:
- Create buzz‑worthy events or milestones (e.g., “We just served our 10,000th meal – help us celebrate!”)
- Share short, smart tips, facts, and “feel‑good” stories that are easy to repost.
- Include social sharing buttons on every volunteer‑related web page.
- Offer free public training or webinars that volunteers can invite friends to attend.
Reason 2: Helping Out Makes Them Feel Good
People will happily spread the word because it makes them feel smart and valued. They feel like an “insider” who has special knowledge, and they genuinely want to help. Volunteering also allows them to express their personal identity and values.
What you can do to inspire word of mouth:
- Include a “tell‑a‑friend” link on every web page that mentions volunteering.
- Collect volunteer testimonials that focus on how their role aligns with their personal values.
- Give volunteers exclusive online badges, digital graphics, or small pieces of “bling” they can display on social media.
- Invite enthusiastic volunteers to lead small recruitment teams or host house parties.
Reason 3: They Feel Part of the In‑Group
People will happily spread the word because they see themselves as part of your volunteer “family,” a local neighborhood or community, or a successful team. They consider themselves insiders – and they want their friends to join the circle.
What you can do to inspire word of mouth:
- Offer “sneak peek” insider information that they can share as someone “in the know.”
- Provide priority registration or early access to popular events.
- Facilitate team‑building activities that strengthen group spirit and shared identity.
- Launch group projects that build cohesion over time, such as a recurring monthly service team.
Step Three: Make it Easy to Share
The final step to successful volunteer recruitment campaigns is creating simple, pre‑packaged content that volunteers can share with one click – online or in person. When you create text, graphics, or videos, feature the exact keywords and phrases volunteers shared during Step One. This ensures you’re “speaking their language,” not corporate jargon.
Below are just a few ways you can create pre-packaged content that can be easily shared:
- Tell‑a‑friend buttons & links on your website that trigger a pre‑written email.
- Email templates sent to volunteers that they can simply forward to friends.
- Social media posts and images that are short, inspiring, and visually consistent with your brand.
- Postcards or business cards that volunteers can hand out during their daily routines.
More Tips for Successful Volunteer Recruitment Campaigns
To make your campaign even stronger, keep these additional best practices in mind:
- Ask volunteers directly to share and like your content and social media properties.
- Include a start and end date for the campaign, so you ask volunteers to focus a short, discrete amount of time versus an open-ended ask.
- Keep track of the number of volunteers who are referred by your team and celebrate each step of their progress.
- Personally thank those that refer applicants with handwritten notes or emails.
- Include a “tell-a-friend” link on EVERY webpage that mentions volunteering.
- Offer “sneak peek” insider info they can share as someone who is “in the know.”
- Create videos that feature volunteers in them that they will want to share with others.
