Virtual Volunteerism: Innovative Ideas to Increase Engagement in Your Nonprofit

It’s been almost a year since the pandemic forced shutdowns to keep our communities safe and healthy, yet virtual volunteerism is still a hot topic in the volunteer engagement field.  

There are a few reasons for that:  

• Leaders of volunteers KNOW that their mission still needs support, but are WORRIED about how to keep volunteers engaged when they have limited opportunities. 
• Volunteer coordinators are CONCERNED that they are losing the active volunteer base they’ve worked so hard to build due to COVID restrictions. 
• Volunteer managers are INTRIGUED by the idea that they can keep volunteers connected, with a smarter online strategy, and build momentum for the future. 

So, if you resonate with any of the above read on to find some clarity and focus on what it takes to engage in meaningful virtual volunteerism with your organization.  

Rebuild Stalled Momentum with the Ladder of Volunteer Engagement  

Want to learn how to position your organization as THE place to volunteer after COVD restrictions are lifted and it’s safe to volunteer again?  

A thoughtful strategy to help you think beyond more traditional roles for volunteers is crucial to help your organization further its mission across the spectrum of engagement. 

But what kind of virtual volunteerism strategy works these days?  

Introducing the Ladder of Volunteer Engagement!  

This framework not only helps you discover new roles for volunteers (many can be virtual or remote), but it can also help you build trust and propel your organization’s followers and fans to being super volunteers!  

Are you feeling a bit blocked regarding thinking creatively about new volunteer roles?  

Read on for ways volunteers can support you at each level.  

Followers & Fans + Micro-Supporters

While you likely don’t control your organization’s social media or email marketing efforts, you can and should work with your marketing team to plan engaging content that moves your followers and fans up the ladder of engagement.  

If you are wondering what kind of content to create and share, look no further. We have you covered with the ideas below.  

Create a Digital Content Strategy 

Check out our recent blog post on digital marketing for volunteer coordinators and set up a meeting with your marketing team to discuss what needs to be done.  

Social Media 

If there is one thing you need to know about social media marketing, it’s that engagement is everything! One can’t simply post to an organization’s social channels and call the job done.  

Collaborate with your organization’s marketing team to work through the steps below and you will soon see more likes, engagement, AND visibility in your community as THE place for volunteers to donate their time and talent. 

Here are some ideas for volunteer-centric posts:  

• Volunteer Testimonials  
• Client Testimonials (that show the impact volunteers had on the service they received) 
• Quotes on Volunteerism 
• Show behind the scenes pictures of current projects or projects that you have in the works  
• Volunteer appreciation posts  

• Proof of impact (show your programs ROI!)  

Email Marketing 

Does your organization send out a newsletter?  

If yes, make sure your volunteers and fans are receiving it. Wondering how to get them on the list? Create a campaign encouraging them to sign up. You can push this campaign out using your organization’s social media channels, through training materials, or through other communications your volunteers receive from you.  

 If your organization doesn’t send a newsletter, consider adding one to your volunteer programs digital content strategy. Check out this blog post for more tips on how to create newsletters that volunteers can’t wait to read.  

Want to get even more creative in your email communications? There are many themes or actions you can develop a campaign around:  

• We Miss You Campaign 
• Volunteer Appreciation Campaign (don’t forget, National Volunteer Week is coming up, wink wink!)  
• Volunteer Feedback or Pulse Check Campaign  
• New Volunteer Welcome Campaign  

The goal with these campaigns is to provide helpful information and build relationships and trust though great content. 

The wonderful thing is that when you have created an effective campaign, you can use it over and over again. 

Content Marketing

New visitors to your organization’s website are highly unlikely to take immediate action and express their desire to get involved as a volunteer. You need to build trust with them first. This is where content marketing comes into play.  

As defined by the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” 

Offering freebies, otherwise known as “lead magnets,” is a common content marketing strategy to build an audience of people who are interested in your cause and just might be interested – once they get to know you – in supporting you as a volunteer or donor. 

Here are some creative ways you can engage website visitors with content:  

• Informational presentations (pre-recorded or live) 
• Case studies (tell a volunteer success story) 
• Worksheets (map out your volunteer journey with [enter org name]) 
• Resource guide (the ultimate guide to [insert topic])  
• Research report (showcase recent research on your industry) 

• Quiz (Is volunteering with [insert your population served] for you? 

Want to learn more? Check out our blog post on using content marketing to recruit volunteers.  

Online Communities 

Before you build an online community, think about what you want to achieve with it.  

Do you want to… 

• Build Capacity 
• Form Relationships 
• Deepen Volunteer Engagement 
• Inform Your Decisions, or 
• All the above!  

When you know the WHY behind wanting to create an online community, check out the HOW with our blog post on using Facebook groups as an engagement tool to help you get started.  

Ready for some ideas on how you can start engaging volunteers with tasks and/or projects? Read on for some creative ideas!  

New Ideas for Virtual Volunteerism  

If a volunteer has access to a computer and internet, they can easily transition to a virtual volunteer for your organization.  

Virtual volunteerism has been on the rise for some time; however, the pandemic has certainly forced leaders of volunteers to think on their feet, quickly pivoting their in-person roles online.  

Looking back to the Ladder of Engagement, read on for some creative ways you can engage event/short term volunteers, regular volunteers, volunteer leaders, and super volunteers in virtual volunteer opportunities.  

Event/Short-term Virtual Volunteers

When it comes to event or short-term volunteers, consider project-based work for your virtual volunteer roles. It will be enough to keep them engaged in your organization and will make them feel like they are contributing to the success of the organization during this time.  

• Ask your volunteers to host behind the scenes tours, perhaps a “day in the life” series that shows what it’s like to volunteer at your organization. 
   
• If you have been reading our blog for some time, you know we are big advocates of employing digital marketing tactics to grow and sustain your volunteer program. Use a project-based volunteer to help you implement some of what you have learned. Think beyond social media! Perhaps you have a volunteer who is great with design work. Have them help you develop a lead magnet for your organization.  Know one of your volunteers is an in-demand web-designer? Ask them if they would help with your organization’s website redesign or rebranding efforts. 
   
• Have your clients or programs expressed a need for an essential item? Are clients struggling to meet their families’ basic needs? Even though it might not be your organizations mission to provide food to your clients, consider partnering with your volunteers to host a food drive. Maybe your preschool program needs individual arts and crafts kits, so they aren’t being shared (along with germs!) among students.
    
• Grant writing is a perfect opportunity for a virtual volunteer to have an impact on an organization’s bottom line. Team up with your organization’s development or grant writing department to research ways in which a detail oriented, organized volunteer can showcase their writing talents for good. 
   
• Do you have a volunteer who is a yogi? An artist? A meditation guru? A chef? Ask them if they’d be willing to host occasional virtual classes for your clients or staff. 
   
• Have an accountant in your volunteer corps? Ask if they’d be willing to help you draft a budget or reconcile your development department’s monthly reports.  

The sky is the limit when it comes to thinking up project-based, virtual volunteer opportunities for your organization. Not sure where to start? Consider conducting a needs analysis for your organization to determine where you can fit volunteers in to help meet organizational goals.  

Regular Volunteers

Your volunteers may miss coming into the office and seeing your clients, colleagues, and you in person, but there is no reason why this connection must stop!  

Offer your regular volunteers an opportunity to transition their role into a virtual role.  

See some ideas below:  

• Pen Pal- Consider pairing your volunteers with a client and encourage them to exchange letters. To protect client and volunteer confidentiality, have them send their letters to the organization and forward them on from there or scan the letters and email them. 
   
• Career Counseling- A lot of people are struggling to find and maintain employment right now. Maybe you have a volunteer who works in HR or has an extensive knowledge of hiring practices. Ask if they’d be willing to host virtual career counseling sessions covering various topics such as resume writing, application tips, networking skills, interview prep, etc. 
   
• Marketing- Marketing needs are ongoing, and your volunteers can help your marketing and communications team by shouldering some of the tasks. Volunteers can create images for social media posts, they can write copy for emails, they can write blog posts, they can help with email marketing. The list goes on. Working with your marketing team to think of new ways to get interested volunteers involved. 
   
• Recruiting- We are advocates of involving volunteers in the volunteer services department, and recruitment remains one of the biggest challenges facing volunteer managers. Ask some of your volunteers if they’d be interested in helping you manage the recruitment process. They can post on your behalf, answer emails, review applications, and talk to prospective volunteers on the phone. 
   
• Video Mentoring/Tutoring- Did you run a mentoring program before the pandemic hit and you are wondering how you can move it online? Check out this Time + Talent podcast episode with Elizabeth Pawloski that details how she did it within her organization.  

Volunteer Leaders

Wondering how your organization can utilize volunteer leaders to get involved in advocacy efforts?  

Start with these three steps, as suggested by Alliance for Justice: 

1) Educate
Inform organization leadership, staff, and volunteers about policies and problems that are affecting the community you serve. 

2) Evaluate 
Review at the programs your organization offers and determine if advocacy can be used to help address the problems you are solving in your community.  

3) Collaborate 
Consider forming a coalition with like organizations in your community to work together on your advocacy efforts.  

Once you determine if advocacy work would be feasible for your organization, consider introducing the following virtual opportunities to your volunteer leaders:  

• Building relationships with local, state, and/or federal legislatures and lobbying for or against legislation that impacts the community you serve.  
• Organize a virtual rally for your cause area.  
• Encourage your volunteers to write emails or letters to the editor for publication.  
• Research and provide information to your organization on issues that are impacting the community you serve.  

Super Volunteers

With a potential gap in funding, your organization’s long-term sustainability might be up in the air, and you might be facing dire budget restraints that could lead to program cuts, staff lay-offs, and fewer clients served.  

That’s not good for anyone.   

There is some good news, though!  

You likely already have the support network in place to help your organization bridge the funding gap: your volunteers!  

Read on for tips on how you can leverage some of your biggest fans in two ways to help guide you during this uncertain time.   

Fundraising with Volunteers

Typically, volunteers help organizations put on big fundraising events; yet it seems that for now there has been a shift in focus to online fundraising.  

How can you utilize your volunteers in these virtual fundraisers? Work with your development, marketing and communications team to start a peer-to-peer fundraising campaign. 

Volunteers are an untapped resource when it comes to raising funds for your organization; however, there are plenty of reasons why you need to consider turning your volunteers into successful peer-to-peer fundraisers:   

• Volunteers are passionate about your cause  
• They are well versed on what your cause seeks to solve in the community  

• Fundraising has a clear impact on your organization’s cause, so they are likely to view the work as meaningful, and   
• They are likely to lead by example by kicking off the donations and encouraging their peers to donate or start their own fundraiser!   

Since your volunteers can’t (or won’t) come onsite to volunteer yet, but they are itching to support you in any way, now is the perfect time to ask them to run a peer-to-peer fundraiser.   

Check out this article by Classy for an in-depth look at 5 ways you can turn volunteers into effective peer-to-peer fundraisers. Due to the coronavirus pandemic, you might need to flex your creative muscles to make some of the in-person elements work!   

Friend Raising with Volunteers

The very act of volunteering proves that someone who engages in the activity is interested in building community. The fact that they are volunteering with YOUR organization, shows that they are passionate about YOUR cause.  

Use this passion to your advantage!  

Friend raising is defined by participating in activities that build sustainable relationships with people, foundations, and corporations in their community, with a goal of getting to know them better, and to create a wide variety of ways to support your organization. 

Check out this article by Claire Axelrad for more information on how to successfully friend raise for your organization.  

Virtual Volunteerism: Your Thoughts

Now that you know how to engage virtual volunteers at every level of your organization, are you going to try to incorporate some of these ideas?  

Do you have some ideas for projects or opportunities that we left out? 

Let us know in the comments! We’d love to hear from you!  

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