23 Leadership ADAPTING TO THE MODERN VOLUNTEER TO MAXIMIZE ENGAGEMENT By Laura Jelinek Over the past decade, the landscape of volunteering for committees, boards, and task forces within associations has undergone significant transformation. These changes are driven by evolving societal norms, technological advancements, and shifting professional and personal expectations. As association leaders, understanding these shifts is crucial for effective leadership and organizational growth. The Changing Volunteer Landscape Technology Integration: One of the most notable changes has been integrating technology into volunteer roles. It has expanded the pool of potential volunteers, as geographic barriers are less of a constraint. Associations must invest in digital infrastructures to facilitate seamless collaboration. Expectations: Volunteers are less inclined to join purely out of a sense of duty; instead, they look for opportunities that offer skill development, mentoring, networking, and meaningful impact. This shift means associations must clearly articulate and market the value proposition of volunteering roles. Work-Life Balance and Flexibility: Many professionals are reluctant to take on roles that require excessive time commitments. As a result, there is a growing preference for micro-volunteering opportunities that allow individuals to contribute in smaller, more manageable ways for a specific period. Attracting Highly Qualified Volunteers Targeted Recruitment: Leveraging data and analytics can help associations identify and reach out to potential volunteers with the desired skills and experience. Personalized invitations and outreach can make prospective volunteers feel valued and recognized. Examining and Improving Volunteer Policies Associations should regularly review their volunteer leadership recruitment, retention, recognition, and compensation policies to ensure they are practical and relevant. Senior leaders must curate, onboard, and develop volunteer leaders for positions with defined responsibilities and time commitments. Keeping Volunteers Engaged and Loyal Ongoing Engagement: It is crucial to maintain regular communication with volunteers. Keeping volunteers informed about the association’s achievements and future plans fosters a sense of belonging and purpose. Recognition and Appreciation: Regularly acknowledging the contributions of volunteers goes a long way in keeping them engaged. This can be through formal awards, public recognition, or simple gestures of thanks to show they are appreciated. Professional Development: Offering continuous learning opportunities, such as workshops, webinars, and mentorship programs, can help volunteers gain valuable skills and experiences. Education programs offered by organizations such as ASAE bring together C-suite and board leadership and facilitate stronger relationships at the top that trickle down to all areas of the organization. Inclusive Culture: Creating an inclusive and welcoming culture where volunteers feel their contributions are valued and their voices heard can foster long-term loyalty. Encouraging diverse perspectives and fostering a sense of community are essential. By understanding these changes and adapting our strategies to attract and retain highly qualified volunteers, we can build a robust and committed leadership base that drives the organization’s mission forward. Regularly reviewing our volunteer policies and ensuring dedicated staff are in place to support volunteer leaders will further strengthen our efforts. Laura Jelinek has over 30 years of association management experience, including leadership at stand-alone associations and management firms. She founded Jelinek Collaborative LLC, a boutique agency that partners with associations on strategic planning, operational assessments, member engagement strategies, and new product development.
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