A non-profit's guide to volunteer retention strategies

Most non-profits rely on volunteers to fulfil their mission. Once you’ve invested time and energy into recruiting volunteers, retaining these volunteers is critical to building a strong and sustainable organisation.

Whether you’re a small non-profit just starting or a large organisation with an established volunteer programme, this guide will provide valuable insights and volunteer retention strategies.

What is volunteer retention

Volunteer retention refers to the ability of an organisation to keep its volunteers engaged, committed, and actively participating over a sustained period. It’s a measure of how effectively an organisation can maintain a stable and satisfied volunteer base.

To ensure volunteers stay committed and invested in your organisation it’s important to keep volunteers engaged in meaningful work, regularly acknowledge their contributions, provide adequate training and support, and maintain open lines of communication.

By focusing on your organisation’s mission, engaging with volunteers in different ways, and creating a positive experience for volunteers, you can build a strong and dedicated team that will help your non-profit thrive.

Volunteer retention trends

To successfully implement strategies for volunteer retention, it’s important to understand the current volunteering landscape. Recent trends in the United Kingdom show a mix of challenges and adaptations as the sector evolves.

There has been a significant decline in volunteer participation since pre-pandemic levels. The proportion of people volunteering monthly in the UK decreased from 23% in 2019/20 to 16% in 2021/22, according to NCVO Time Well Spent Report. Time pressures and changes in personal circumstances remain primary barriers to continued volunteering.

Younger volunteers and those from diverse backgrounds report lower retention rates. Approximately 69% of volunteers from ethnic minorities, or the “global majority”, expressed a likelihood to continue volunteering, compared to 77% of the general volunteer population.

Rising living costs have made volunteering less viable for some, while charities struggle with operational costs. Volunteer roles increasingly require flexibility and better-defined expectations to avoid perceptions of “work-like” conditions, a sentiment that has grown from 19% in 2018 to 26% in 2023.

Volunteer expectations are shifting. Modern volunteers, especially younger participants, expect seamless digital experiences, from onboarding and scheduling, to ongoing communication. Volunteer management systems, like Rosterfy, are becoming essential for organisations to manage workloads whilst meeting the expectations of volunteers.

Why is volunteer retention important

Among many reasons, volunteer retention is important for organisations to maintain cost efficiency and service quality, ultimately driving greater impact.

Retaining volunteers reduces recruitment and training expenses, allowing organisations to focus time and resources on fulfilling their mission. Long-term volunteers bring experience and reliability. They offer greater skills, knowledge and consistency which can help your initiatives run more smoothly and ensure progress toward achieving goals.

How to measure volunteer retention

Understanding and improving volunteer retention starts with accurately measuring your volunteer retention rate. A simple way to do this is to track the percentage of volunteers who remain active over a specific period.

Formula:

For example, If you record 100 active volunteers on 1st January and 75 active volunteers remain on 31st December, your retention rate is 75%. Regularly monitoring this metric, annually or quarterly, provides insights into trends and the effectiveness of your retention strategies.

Another helpful metric to measure is volunteer tenure, or the average length of time volunteers stay active with your organisation.

Why do volunteers leave

Reasons that volunteers leave are often linked to dissatisfaction, external pressures, or organisational challenges. Common reasons include:

• Burnout or Overcommitment: Many volunteers feel overwhelmed when expectations or workload exceed their capacity, with 26% of UK volunteers stating their roles feel too much like paid work.
• Lack of Recognition: Volunteers who feel undervalued or unappreciated are less likely to remain engaged. Regular acknowledgement is key to retention.
• Poor Role Fit: Volunteers may leave if roles don’t align with their skills, interests, or availability, causing frustration or disconnection.
• External Factors: Life changes, such as new jobs, family responsibilities, or health challenges, often reduce availability. Rising living costs have also impacted volunteering viability for many.
• Organisational Challenges: Poor communication, lack of training, or unclear role expectations can dishearten volunteers and discourage them from participating with your organisation again.

Identifying and addressing these issues is essential for improving volunteer retention. To uncover areas of improvement for your volunteer programme, conduct volunteer satisfaction surveys, as well as exit surveys or interviews.

How to improve volunteer retention

Improving volunteer retention involves creating an environment where volunteers feel valued, supported, and motivated to contribute their time and skills. Here are key strategies to enhance volunteer retention.

1. Foster Meaningful Engagement

Assign roles that match volunteers’ skills, interests, and availability to ensure their contributions feel impactful. Share regular updates on the outcomes of their efforts to reinforce the importance of their work.

2. Reward and Recognition

Implement formal and informal recognition programmes, such as thank-you notes, awards, or social media shout outs. Celebrate milestones like number of hours volunteered, anniversaries, or significant achievements.

3. Improve Communication

Keep volunteers informed and connected to your cause through regular newsletters, meetings, or check-ins. Ask for feedback on their experiences through satisfaction surveys and act on it to maintain trust and loyalty. Use technology, such as a volunteer management system to automate and streamline communication.

4. Provide Training and Support

Volunteers who feel prepared for their tasks are more likely to stay committed. Offer comprehensive onboarding and training to develop their skills and boost confidence. Create mentorship opportunities where experienced volunteers guide newcomers.

5. Offer Flexibility

Allow volunteers to select shifts and opportunities that work best for them. Adapt roles and schedules to suit varying time commitments and personal circumstances. Consider remote or virtual volunteering opportunities for those who prefer flexibility.

6. Build a Strong Community

Volunteers are more likely to stay when they feel part of a supportive and collaborative team. Foster a sense of belonging by emphasising their contributions to the organisation’s mission. Create opportunities for volunteers to connect with each other through social events or team projects.

7. Address Barriers

To reduce common financial or logistical obstacles for volunteers, consider offering reimbursements for travel expenses and providing necessary resources such as equipment or technology. Be mindful of workload expectations to accommodate different schedules and circumstances, and to avoid burnout.

8. Develop a Retention Plan

A clear retention plan helps organisations remain proactive in addressing volunteer needs. Set goals for retention and track progress using metrics like retention rate, volunteer tenure, and satisfaction surveys. Regularly review and adapt strategies based on feedback and emerging trends.

Key takeaways

Volunteer retention is essential for the sustainability and success of non-profit organisations. It not only saves resources but also builds expertise and strengthens the mission-driven culture that underpins impactful community work.

By understanding current trends, addressing challenges, and implementing effective retention strategies, organisations can foster a supportive environment where volunteers feel valued and engaged. Recognising contributions, offering flexible opportunities, and providing comprehensive training are key strategies to ensure volunteers remain committed to your cause.

With a proactive approach to retention, your organisation can cultivate a dedicated volunteer team, driving long-term success and meaningful impact.

About Rosterfy

Rosterfy is used by non-profits, charities, sporting federations, and more to better manage their volunteer programs by improving how they can recruit, screen, train and retain volunteers.

Our market leading technology helps you create engaging experience throughout the whole lifecycle of your volunteer journey.