The value of volunteers

Improving their experience, engagement, and commitment

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Independent research conducted by Dr Julie Whitburn and Dr Danielle Shanahan of Zealandia.

Volunteers play a crucial role in ecological restoration, and turnover can be a major challenge for not-for-profit organisations. Increased recruitment and training can tie up valuable resources.

This research, based on a survey of volunteers participating in ecological restoration, is designed to help you understand why people volunteer and what keeps them coming back. This way, volunteering can become a mutually-beneficial experience.

Starting with the research

After talking to Wellington residents about their involvement in a recent predator elimination project, we discovered that:

Three key motivators and benefits

What can we provide volunteers to encourage them to get on board or continue participating? An important strategy is to align with their key values and motivations.

These motivations fall into three categories:

Our reasons for getting involved are always different, but it’s important to understand what makes your audience tick and what benefits they might see in joining your mission.

Recruitment

To entice new volunteers to join your cause it’s important to align your communications with people’s diverse motivations. Volunteers are more likely to participate if they recognise their own values and ambitions.

Social motivators

Emphasise community connection: Highlight the social aspects of your group as a space to connect share experiences and build a supportive community
Social media engagement: leverage social media platforms, tailoring content to target your key demographics. Share engaging content, such as event highlights, member spotlights, and positive experiences from others.
Be inclusive: Use inclusive and welcoming language and imagery in your promotional materials. Stress that your group is open to people of all backgrounds, fostering a diverse and inclusive community.

Personal motivators

Emphasise positive impact: Speak to the individual growth and satisfaction they can derive from participating. Communicate how joining your group provides opportunities for personal development, learning, and skill enhancement.
Unpack potential personal benefits: This might include the opportunity to get away from the pressures of everyday life and get some exercise, spend time in nature, and develop friendships.
Use testimonials and success stories: These could come from current members highlighting personal benefits from participating in the group. Real-life stories resonate with potential members, illustrating positive impacts.

Environmental motivators

Promote your vision or goals: Focus on the ecological aspects to help potential volunteers understand what you are trying to achieve and how they can contribute.
Communicate their role: Help them understand the difference their participation can make to the environment and future generations.

Retention

By being aware of people’s motivations, we can encourage more volunteers to stay. This means articulating the environmental, social, and personal benefits of their work.

Social benefits

Foster a sense of community among volunteers: Share enthusiasm for the work, showing that you’re working towards a common goal.
Encourage social interactions: Have regular events, team-building activities, or volunteer appreciation gatherings. Building strong connections with fellow volunteers creates a supportive and enjoyable network.

Personal benefits

A positive and inclusive environment: Foster a welcoming and friendly atmosphere to encourage people to stay committed.
Recognise the efforts of volunteers: Highlight individual and group achievements and celebrate milestones to make volunteers feel valued.
Provide flexible volunteering opportunities: Accommodate different schedules and commitments, where possible. This allows more people to participate and find a level of involvement that suits their availability.
Offer skill development opportunities: This can make volunteering more engaging and provide volunteers with personal growth.
Talk about the personal benefits: show how participating can help us get away from everyday life, feel mentally restored and get some exercise, and satisfy their desire to help the environment.
Engage regular participation: This is associated with greater personal satisfaction and greater commitment.

Environmental benefits

Have access to ecological outcomes: Communicate the positive impacts and progress towards your goals. Show volunteers how their efforts are contributing to environmental outcomes.
Develop long-term plans and projects: Give volunteers a sense of continuity and a vision for the future.
Build connection to the site: Cultivate volunteer curiosity and sense of wonder. Create and share memories of experiences working together at your site and perhaps the importance of the site to earlier communities.