2013-09-11 Volunteer Engagement


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2013-09-11 Volunteer Engagement

  1. 1. Thrive. Grow. Achieve. Build Capacity With Dynamic Volunteer Engagement Reed Dewey, Principal Wednesday, September 11, 2013
  2. 2. Build Capacity With Dynamic Volunteer Engagement Reed Dewey, Principal www.VolunteerFrontier.com
  3. 3. Getting Started • Informal, fun & confidential • About Reed • About you: 1. Organization & role 2. What you most want to get out of today?
  4. 4. Attendees will: • Learn about the business case for better volunteer utilization • Gain strategies for advocating for better engagement of volunteers • Learn about nonprofit trends and the impact of dynamic volunteering Continued – next slide Learning Objectives
  5. 5. Attendees will: • Benefit from case examples and session discussion • Have an assessment of where their organization is related to volunteer engagement • Gain a framework for moving forward • Take away tools and a first-cut plan of action Learning Objectives
  6. 6. Including – Real Life Success Stories Findings from the Volunteer Engagement Stars Report A partnership between Volunteer Frontier and the Center for Nonprofit Advancement
  7. 7. • Great recession • More need, fewer resources • The toll on nonprofits • Impact on staff and volunteers alike The Current Environment
  8. 8. How Agencies Have Responded? • More time & energy on fundraising • Reducing costs and services • Using rainy day funds – if available • Volunteer Power? Often seen as nice add on but not central to operations.
  9. 9. The Untapped Resource… Capacity Building Volunteers • Leaders & Managers • Professionals for projects and ongoing work Volunteers that are strategically engaged for results
  10. 10. Nonprofit Capacity Challenges… Nonprofits… • 48% struggle with funding core programs • 38% lack of resources for infrastructure – the top challenge. • 79% spend 2% or less budget supporting infrastructure Common Impact Studies, 2008 & 2010
  11. 11. The Challenges... • 9 out of 10 nonprofits said they need more skilled volunteer support. yet… • 57% of nonprofits say they don’t have the capacity to engage skilled volunteers Deloitte Study, (2009)
  12. 12. Only: • 6% of NPs think they effectively balance volunteer skills well • Only 8% think they were effective at defining volunteer roles • Only 13% felt they provided sufficient resources for volunteer engagement Reimaging Service Report, 2009 More Challenges…
  13. 13. Talk time… What have been your challenges with engaging volunteers?
  14. 14. Talk time… What have been your successes with engaging volunteers?
  15. 15. The Opportunities Nonprofits with 50 volunteers AND strong volunteer management model… core organizational capacities were significantly stronger Only 11% of all nonprofits met this threshold Reimaging Service Report, 2009
  16. 16. Opportunities Nonprofits can get large return on investment by utilizing skilled boomer volunteers • Self-directed teams • Volunteers to orient, train, and coach other volunteers National Council on the Aging, Respectability Initiative Study, (2010)
  17. 17. Golden Opportunities… • Volunteers donate ten times more than non-volunteers ($2,593/yr vs. $230/yr). • 67% of volunteers donate to the same charities where they volunteer. (Source: Fidelity, Volunteerism/Giving Rpt, 2009
  18. 18. US Giving: • 81% from individuals • 14% from foundations • 5% from corporations Volunteers who give – major implications for Major Gifts (especially older givers) Source: Giving USA, 2011
  19. 19. Complete the Volunteer Engagement Self- Assessment Time Out - Mini Assessment…
  20. 20. Would you fix up this house?
  21. 21. Focus: Home Repair for Low-Income people (part of National Network) Volunteers: 1,500 total Number of volunteer hours: 12,000 hours Value of volunteer service: $500,000 Agency Budget: $1.2 million Number of clients served/year: 235 Delivered: $1.3 million in repairs
  22. 22. Engages Broad Cross-Section of Volunteers: • Episodic • Skilled • Leader • House Captain • Area Coordinator • Ambassador • Strong business engagement in all areas
  23. 23. Talk time… To what degree does your nonprofit leverage the full spectrum of volunteering?
  24. 24. Evolution of a nonprofit… See the board.
  25. 25. After hiring staff… See the board run!
  26. 26. Opinions and Beliefs About the Role Volunteers Can Play.. • Starts early in most organizations • Is often hidden, unspoken • Is part of the organization culture
  27. 27. “We tried having a volunteer but they…” (did something bad or didn’t do enough, etc…) One strike, volunteer engagement is out But, staff don’t work out? Hire another one!
  28. 28. • Staff overworked, don’t have time • Short-term time horizon • Perceive little benefit • Staff concerned about their jobs
  29. 29. A Little Bit About “Organizational Culture” Edgar Schein (2004) identifies three distinct levels in organizational cultures: • artifacts and behaviors – (physical, spoken) • espoused values (values and rules) • assumptions - (unconscious, deeply embedded)
  30. 30. Talk time… What is your organization’s overt and covert attitudes towards volunteers and how they are engaged?
  31. 31. Senior Management… What are they thinking about?
  32. 32. Talking Management’s Language: Volunteers build our capacity, by: 1. Raising funds 2. Saving money 3. Doing more mission 4. Leveraging (funders love this)
  33. 33. Trend #1 Agencies Seeing the Interchangeable Nature of Their Stakeholders Social media & engagement marketing is driving the change. The nexus of donor and volunteer engagement…
  34. 34. Social Media Frenzy! 80% of internet users participate in voluntary groups… Source: The Social Side of the Internet, Pew Internet & American Life Project, 2011
  35. 35. Source: The Networked Nonprofit by Beth Kanter and Allison Fine Based on the “Ladder of Engagement” Creators Evangelists Donors/Volunteers (Reed added this) Spreaders Listeners
  36. 36. Power of Engagement… DC Region’s Give To The Max Campaign: • Only one day to give online • Nonprofits told friends to give • For Love of Children: $86,000 • Little Lights Ministries: $38,000 (726 gifts) Through Razoo & local community foundation network
  37. 37. Steal ideas from the fundraisers! Elements of Cultivation: • Get people interested • Seek out their ideas • Ask for money • Show results Invite, Educate, & Engage
  38. 38. Stakeholders move around… Volunteer, board member, donor, champion… See volunteers as friends and champions first.
  39. 39. • Staff: 10 full-time; 2 part-time • Volunteers: 515 total; 53 ongoing • Number of volunteer hours: 6,600 • Value of volunteer service: $211,200 • Agency Budget: $800K
  40. 40. • 40,000 e-mail list • 4,000 members • 3,750 Facebook followers • 1,250 Twitter followers
  41. 41. “We’re seeing that with social media, the lines are blurring between who’s a follower, volunteer, or contributor.” - Shane Farthing, Executive Director, WABA
  42. 42. WABA Tips… • Write volunteer support into grants • Focus on engagement • Regular e-mails • Separate volunteer E-mail list • Semi-autonomous volunteers • Encouraging special projects
  43. 43. Talk time… To what extent does your agency see the interchangeable nature of its stakeholders? and… Do you see ways in which stakeholders could be further cultivated for a variety of efforts?
  44. 44. Human Services – Helping low income people Volunteers: 11,000 total; 125 ongoing Number of volunteer hours: 30,000 hours Value of volunteer service: $669,600 Agency Budget: $1,150,000
  45. 45. “It’s about giving your time, stuff, and money. If you understand our work, our hope is that you’ll end up giving all three!” - Mark Bergel, Executive Director
  46. 46. Wider Circle Hot Tips • Tapping the power of interns • Education to all who’ll listen • Inspiring message of hope • Using volunteer leaders liberally • Hard to know who’s a volunteer! The culture: positive, fast paced, empowering for staff and volunteers.
  47. 47. Trend #2 Agencies Shifting From Management to Engagement Model Agencies interviewed said… • Moving more to two-way dialogue • More selling and helping people connect with the mission • More volunteers have WIFM (what’s in it for me) & want to see results
  48. 48. A Changing Paradigm? FROM TO volunteer management  volunteer engagement recruitment  cultivation and networking placement  negotiation and agreement supervision  support recognition  acknowledgement controlling  empowering Pre-set positions  position sculpting Source: Boomer Volunteer Engagement, by Fixler, Eichberg & Lorenz, 2008 and Scott Martin. Minor modifications made by Volunteer Frontier.
  49. 49. Capacity Building Volunteers - Especially Boomers and Younger…
  50. 50. • Human Services Agency for Seniors • Staff: 22 full-time; 12 part-time • Volunteers: 580 total; 150 ongoing • Number of volunteer hours: 700+/-
  51. 51. Iona Hot Tips… • Staffer has volunteer screener (sort direct service & skilled vols up front) • Skilled volunteers have one-one interview with staff/lead volunteer • Write volunteer support into grants • Staff see success - now want more volunteers • Development volunteer story
  52. 52. Iona Website • Specific, but also open ended • Get people to call to find out more • Engage first, then figure out best fit (example next page)
  53. 53. From Iona Website… Specialist Pro-bono Volunteers | Time : Weekdays 10-5 (and virtually) Provide professional expertise and tangible guidance to Iona. Areas of need include: Marketing/ Communications, Business Development and Financial Planning.
  54. 54. Talk time… Pros and Cons of: Volunteer Management vs. Volunteer Engagement Directions: Break into pairs, talk about what you think are the pros and cons of each approach & when best used?
  55. 55. Volunteer Engagement Paradigm… Ties into volunteer motivations and effective recruitment of volunteers… characteristics of age cohorts…
  56. 56. Changing Generational Characteristics Traditionalists Boomers Gen-Xers Millennials Valued civic duty, respect for authority, blending in, following the rules, organizational loyalty Suspicious of organizations; anti-authoritarian; motivated by self- fulfillment Empty nesters? Self-reliant and independent; questions authority, respects competence, not titles Entrepreneurial; Self-confidence, sense of individuality and uniqueness Increasing Individuality
  57. 57. Volunteer Motivations based on McClelland’s Motivation Theory I lead (Power) I benefit “Good for me” Added: Not part of original theory I belong (Affiliation) I make it better (Achievement)
  58. 58. Talk time… What motivates each volunteer? Do you know? (it’s OK if you don’t know!) I lead (Power) I benefit “Good for me” I belong (Affiliation) I make it better (Achieve- ment)
  59. 59. Trend #3 Well-Managed Nonprofits Are Investing in Capacity Building Volunteers • Fundraising volunteers • Skilled volunteers • Leader/project volunteers
  60. 60. Fundraising Volunteers Staff: 15 full-time; 16 part time Volunteers: 720 total; 580 ongoing Number of volunteer hours: 23,295 Value of volunteer service: $1,181,121 Agency Budget: $2,500,000
  61. 61. Arlington Free Clinic – Hot Tips • Annual Fundraising event - staff support the Volunteer Leaders. Raise $600K with minimal staff time • Community Council - Members provide professional services and contacts to their network • Non-Board Members serving on finance committee
  62. 62. Skilled Volunteers… • Staff: 83 full-time; 11 part time; 5 temporary • Agency Budget: $24 million • Network: 700 nonprofit partners • Skilled volunteers: Provided $228,000 in professional services lat year
  63. 63. “Volunteers bring expertise and passion to the Food Bank which is profound.” - Lynn Brantley, CEO Capital Area Food Bank
  64. 64. Capital Area Food Bank • 145 individual skilled volunteers gave $36,000 in services • Law firm gives $101,000 in legal services • Consulting firm gives $25,000 in consulting • Ambassadors program
  65. 65. Talk time… To what degree could your agency further involve volunteers in skilled volunteering? Directions: Take a moment and jot down 2-3 new areas where you could utilize professional volunteers. Note a few areas where skilled volunteers are already being engaged.
  66. 66. Leader/Project Volunteers New Your Cares Leadership Ladder Report (2009) • Improved marketing and communication • Revamped volunteer orientation • Better communication with volunteers • More leadership development opportunities
  67. 67. New York Cares – “Volunteer Engagement Scale” 1. Shoppers 2. Episodic contributors (one time) 3. Short-term contributors (2-4 projects) 4. Reliable regulars 5. Fully engaged volunteers 6. Committed leaders
  68. 68. Leadership Ladder Report Results: • E-mail subscribers (80% increase) • Conversion to volunteers (70% up) • Individual volunteering (20% up) • More team leaders (84% increase) New York Cares, 2009
  69. 69. Major NY Cares conclusion… “Organizations wishing to retain more volunteers should take serious steps to ensure that from the minute volunteers walk in the door, they are cared for, appreciated, and responded to as individuals.”
  70. 70. Staff: 4 full-time; 4 part-time Volunteers: over 390 total; 200 ongoing Number of volunteer hours: 29,469 Value of volunteer service: $736,725. Agency budget: $590,350 Number of clients served/year: 1,800+ Hospice Caring of Montgomery County
  71. 71. Hospice Caring of Montgomery County… • Volunteer leaders run most agency fundraising events (50% of budget) • Volunteer house team model • Good staff-volunteer relations • Training helps vet volunteers • Group facilitators
  72. 72. “With the right training and support, volunteers can take on positions of great responsibility and leadership.” Jeannette Mendonca, Executive Director Hospice Caring of Montgomery County
  73. 73. Putting it All Together… Action Steps To Greater Volunteer Engagement (Review Handout Together)
  74. 74. Putting It All Together… 1. Complete planning sheet -individually (10 minutes) 2. Get into pairs (15 minutes) Each person talks (7 min) about their thinking from the planning sheet and seeks input from the other person.
  75. 75. Recommendation #1 To demonstrate results… Track of how volunteer engagement is helping save money, raise funds and do more mission
  76. 76. Recommendation #2 To be inviting for volunteers… Create An Organizational Culture That Embraces Volunteers. • Assess where you are • Engage stakeholders • Start with pilot – new uses of volunteers • Integrate volunteering across the agency
  77. 77. Recommendation #3 To attract leaders… Make Capacity Building Volunteers a Part of the Team. – Try not calling them “volunteers” – Give them professional identity – Give them ownership
  78. 78. Recommendation #4 To get more in-kind services and support Involve the Business Community – in Skilled Volunteering & Ongoing Partnerships.
  79. 79. Recommendation #5 To attract volunteers… Appeal To the “New Breed” of Volunteer. • Find the best fit for volunteers and the agency. • Roles & assignments with tangible outcomes. (also a good book by Jon and Tom Mckee)
  80. 80. Recommendation #6 To utilize volunteers well… Invest in Volunteer Management. • Train and support volunteers & staff • Dedicate staffer to volunteer engagement. Write $$ into grant apps for volunteer Support.
  81. 81. Recommendation #7 To avoid getting burned… Verify Volunteer Competency & Dedication - Then Trust Them. (Especially for leader and skilled volunteers)
  82. 82. Recommendation #8 Strive for longer term volunteers… Give ownership/leadership to volunteers. Utilize interns & other regulars.
  83. 83. Thank you! Reed Dewey, Principal Subscribe to Volunteer Frontier Update monthly - resources, tools, & tips Visit: VolunteerFrontier.com valuable tools, resources, & links (Volunteer Engagement Stars Report)