Recruit and train, then inform and recognize them
By Dee Vandeventer and Justin Tolan
Mathis, Earnest & Vandeventer
Cedar Falls, IA
Volunteers come in all shapes and sizes, but their motivation generally fits into what many fundraisers call the "rule of thirds." One-third of volunteers will go the extra mile, one-third will do the minimum asked of them, and the remaining one-third you may never see again after the kick-off celebration. Being proactive with volunteer management can help your campaign go further down the road to success.
Motivating your volunteers during a capital campaign begins long before they start asking donors for money. It begins with recruitment. Recruiting quality volunteers might be the most important early step in any successful campaign.
When recruiting your volunteers, you want people with passion for your hospice. Look for these four qualities when seeking strong volunteers:
- genuine commitment to your organization;
- the belief that your organization is managing the campaign wisely;
- generosity with their time and money;
- willingness to work.
Once you’ve recruited those volunteers, don’t assume they will have the motivation to sustain the duration of a campaign. Depending on the amount of money your hospice needs to raise, you may be asking them to retain their passion for a full year or longer. The challenge is to keep things fun and fresh.
Host a fun event for your volunteers. Show your volunteers how exciting and eventful a campaign can be. Create an early buzz surrounding your campaign. Whether it’s a bowling party, a picnic, or a formal dinner, just remember to make it fun. Announce prizes for individual and team winners, have teams compete against each other, do whatever you need to do to encourage enthusiasm for the campaign.
Lead by example. Show your volunteers just how passionate you are about the campaign and your cause. Do your job with enthusiasm and passion to show them that you feel your mission is very important.
Now the hard work begins. But that doesn’t mean it can’t be enjoyable. Bring volunteers together, making sure the session fits their schedule, not just yours. Provide food and breaks as needed. Don’t skimp on training time — it will pay off in the long run. Allow plenty of time to cover the materials, which includes rehearsing and role-playing. You’ll want your volunteers feeling confident about the campaign details and in their ability to ask for gifts. In addition, engage speakers who utilize audiovisuals and keep things moving smoothly. Invite people who have benefited from your hospice. Nothing kills motivation faster than boredom.
During the training session, make sure to outline the campaign goals and objectives clearly. Provide volunteers with a time line and job description. Have them complete a volunteer vita, which includes their name, company name, home and business addresses and phone numbers, birthday, spouse’s name and employer, and affiliation with your hospice. Be honest and forthright about the amount of time a project takes. Tell them about the pitfalls along with the benefits.
Thoroughly train volunteers and give them the support they need. Make sure they understand what you require of them. If you don’t care enough about training your volunteers, your volunteers won’t care enough about what they’re doing for your organization. And if they don’t care, there is no motivation. Set an example for your volunteers by being enthusiastic. Remember, they are giving of their time; they deserve your gratitude.
People give to people. Peers give to peers, and one of the most powerful tools your volunteers can carry is the power of their own gift. Encourage your volunteers to make their own gift first. The best confidence-builder in fundraising is showing their generous participation at the highest possible level.
Once volunteers are trained and their prospects assigned, stay in touch until all calls are completed. It is important to keep communication lines open. Keep the fun alive in how you continue to keep the campaign top-of-mind with your volunteers. Send cards on their birthdays (you’ll have those from the volunteer vita forms). Call them. Nothing replaces that personal touch for effectiveness.
Invite your volunteers to a mid-drive party where you announce team and individual standings. Make it fun and casual; perhaps an after-work get-together that’s easily accessible to everyone. Group dynamics will rise to the forefront at this party. Encourage them to share ideas about their solicitation experiences. Volunteers learn from each other. Some will reveal their competitive juices.
In addition, keep your donors and volunteers up to date. When you hit important benchmarks, mail out cards or e-mail a note that lets everyone know how well the campaign is going. This will reassure all who have given time or money that you are making considerable progress toward your ultimate goal.
Think outside the box. Mail a confetti-laden announcement when you reach the halfway point. No matter what you do, keep everyone informed and enthusiastic about how your campaign is going.
Give credit to your volunteers. When they look good, you look good and your hospice does, too. Most importantly, they multiply your time and talents. Publicize large or interesting gifts on your web site and in local newspapers. This will not only recognize donors and encourage additional giving, but it also motivates volunteers to complete their calls.
Create goals worth caring about
How do you get people to make ideas work? You create a cause they care so much about that they manage themselves to achieve its goals. This can be applied to volunteers for your campaign. If you’ve created a campaign they care so much about and goals that are equally compelling, they will manage themselves to achieve their goals and the goals of the campaign.
When your campaign reaches its goal, celebrate with your volunteers. Reward them with campaign prizes, mementos, and a final celebration extravaganza. Most importantly, though, thank them, thank them, and then thank them again.
Ask your volunteers what they enjoyed about the experience. Ask them about their training and what was most helpful. Then listen. Their answers will lay the groundwork for your next campaign.
[Editor’s note: Dee Vandeventer is president and Justin Tolan is chief fundraising adviser of Mathis, Earnest & Vandeventer, a marketing and fundraising company. They can be reached via e-mail at [email protected] or [email protected], or by telephone at (319) 268-9151.]
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