14 Engagement Let’s cut to the chase, shall we? Volunteer recruitment and retention isn’t just another project on your association’s to-do list. It’s not even a mere “membership issue.” And don’t give me that “volunteer engagement is everyone’s job”—we know what that means. No, what we’re facing is a full-blown, value-driven, multigenerational, communications and engagement EMERGENCY. (Yes, all caps. It’s that serious.) I get it. We throw the word “engagement” around like it has a Webster’s definition or a hard and fast calculation. In Naylor’s Association Benchmarking Report, I was surprised to see that “volunteerism” was FIFTH down on the list of most important criteria for assessing member engagement. Are we relying less on volunteerism as a metric of engagement because it’s waning? Or do we just not yet know how to truly measure volunteer engagement? More importantly, do we know how to measure the return on investment FOR the volunteers? However you measure engagement, if you’re still relying on the same old volunteer management playbook from the last decade or even from the COVID years, I hate to break it to you, but you’re already behind. Way behind and likely running low on people, interest, and enthusiasm! It’s time to toss out that dusty approach and embrace a volunteer revolution that will propel your association into a relationship-centric and participatory-fueled future. Buckle up because we’re about to challenge everything you thought you knew about volunteer engagement. Based on my own experiences and global consulting work with member associations, I am convinced that we need to establish a new paradigm for volunteerism. We must present a bold new vision for engagement in and with our associations. We need to build a mutually beneficial connection that sparks involvement in all its forms. What I’m advocating for is radical selflessness within your association. This goes beyond a members-first or volunteers-first slogan; it’s about creating a culture of volunteer engagement that is entirely focused on who they are, how they want to participate, and what they want/need out of it. Creating a Culture of Purpose-Driven Volunteerism In a culture of radical selflessness, volunteers would actually care about, benefit from, and want to do the work required of their volunteer role. I know, groundbreaking stuff. But seriously, today’s professionals are looking for more than just a line on their resume or an online badge. They want purpose, impact, and a chance to make a difference, not to be your free labor. Start by clearly communicating the association’s mission and how each volunteer role contributes to that bigger picture. Share success stories and tangible outcomes. And PLEASE, stop treating volunteers like workers. They are your purpose and partners in your mission, not unpaid interns. Establish volunteerism as a strategic thread throughout all organizational goals. Make benefit to them the criteria for which programs get started and which continue. I understand that all nonprofit associations have paid staff. For those organizations run by volunteers for members, the lift is even heavier, meaning the connection to mission, demonstration of volunteer impact, and value proposition for participation is that much more necessary. THE VOLUNTEER REVOLUTION Passion, Purpose & Pitfalls in the Engagement of Our Association’s Lifeblood By Elisa Pratt, MA, CAE, CVF
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