What to know about the link between volunteers & donors

What to know about the link between volunteers & donors

Volunteers are the backbone of many nonprofit organisations, providing invaluable support in terms of time, energy, and expertise. But what if volunteers could offer more than just their time? Many nonprofits are discovering the untapped potential of volunteers who are also willing to contribute financially. In fact, volunteers are often among the most dedicated and likely donors for a nonprofit.

In this post, we’ll explore the connection between volunteers and donors, highlighting how organisations can leverage their volunteer base to boost donations, engage in corporate matching gift programs, and create a cycle of continuous support. Specifically, we’ll cover:

• The powerful link between volunteers & donors
• Why volunteers are more likely to become donors
• Volunteer grants: A key driver for deeper support
• Matching gifts & payroll giving: A pathway to increased financial support
• Volunteers and event participation: a gateway to in-kind donations
• Strategies to turn volunteers into long-term donors

Understanding the link between volunteers and donors can help your organisation cultivate stronger, more lasting relationships with your supporters. Whether you’re looking to turn volunteers into donors or strengthen existing relationships, this guide will provide actionable insights to elevate your nonprofit’s fundraising strategy. Let’s begin!

The powerful link between volunteers & donors

The relationship between volunteers and donors is not just coincidental; it’s deeply interconnected. Volunteers are already emotionally invested in your cause, often because they have seen the impact firsthand through their involvement. This emotional connection can make it easier for nonprofits to tap into their willingness to give financially. In fact, studies show that volunteers are more likely to donate than non-volunteers, and when they do, they tend to contribute larger sums compared to other donor segments.

That said, nonprofits can capitalize on this connection by recognizing that their volunteers aren’t just there for the cause. They’re also key to driving financial support. The ability to nurture these relationships and transform volunteer engagement into financial donations is essential for long-term sustainability. Leveraging the overlap between volunteers and donors can allow your nonprofit to build a robust and committed donor base, creating a win-win situation for both parties involved.

Why volunteers are more likely to become donors

There is a clear trend that volunteers are more likely to donate than non-volunteers. But why is this the case? Here are a few reasons that likely play a role in this occurrence:

1. Emotional investment: Volunteers give their time and energy to causes they care about, which creates an emotional bond. This connection often leads to a desire to contribute more, financially, to support the cause further.
2. Understanding of the need: Volunteers see firsthand the work your organization does, which provides a greater understanding of the financial needs. This can encourage them to become donors, as they are more aware of the impact their donation will have.
3. A sense of ownership: Volunteering often gives individuals a sense of ownership in the cause. They are not just participants, they are contributors to the mission. This sense of ownership can make them more invested in supporting your organisation financially.
4. Increased trust: Volunteers typically have a strong relationship with your organization. They trust your leadership, your mission, and your work. This trust can translate into donations, as volunteers are more likely to believe that their money will be used wisely and efficiently.
5. Social influence: Volunteers often work alongside others who may also donate. This social aspect can create a peer-driven environment where volunteers are more likely to contribute, as they see others doing the same.

By understanding why volunteers are predisposed to give, and to give more, nonprofits can strategically nurture these relationships, encouraging volunteers to become donors who give regularly to your bottom line.

Volunteer grants: A key driver for deeper support

Volunteer grants, sometimes referred to as “dollars for doers” programs, are another powerful tool that nonprofits can use to deepen the financial commitment of their volunteer base. Many corporations offer matching grants to employees who volunteer with nonprofits, essentially turning volunteer hours into monetary support.

These grants are a great way to amplify contributions from your volunteers without any additional effort on their part. Here’s how to make the most of volunteer grants:

• Gather employment data to identify eligible supporters. The first step in taking advantage of volunteer grants is collecting the right data from your volunteers. Knowing where your volunteers work (by asking for this information during registration or sign-up) allows you to identify companies that offer volunteer grant programs.
• Encourage volunteers to utilize volunteer grant programs: Make sure your volunteers are aware of the opportunity to have their hours matched. This requires building awareness of the volunteer grant process and educating volunteers on how to submit requests to their employers.
• Leverage corporate relationships: Reach out to the companies where your volunteers work, and let them know about your organization’s volunteer programs. Building a relationship with these companies can open doors to more grants, increasing the total support your organization receives.
• Track & thank volunteers: Ensure you have a system in place to accurately track volunteer hours and follow up with them regarding volunteer grants. Thanking volunteers for utilizing this program can strengthen your relationship and encourage continued engagement.

Volunteer grants provide a simple yet effective way to leverage the financial support of your existing volunteer base. By promoting these programs, your nonprofit can secure additional funding without requiring volunteers to increase their personal contributions.

Matching gifts & payroll giving: A pathway to increased financial support

Once a volunteer has made the leap into donor territory, additional opportunities like matching gifts and payroll giving can further deepen their financial commitment. Many companies likewise match financial donations made by employees, and this is where nonprofits can maximise the potential of each donor’s contribution.

1. Matching gifts: Through corporate matching gift programs, donors can double or even triple their contributions. Since volunteers are often already engaged with your nonprofit, they are more likely to participate in matching gift programs. Ensure your donation platform includes matching gift search capabilities, allowing donors to easily determine if their employer offers matching gift programs.
2. Payroll giving: Many companies also offer payroll giving, where employees can automatically donate a portion of their pay-check to a nonprofit of their choice. Nonprofits should encourage their volunteers to set up payroll donations, which provide a consistent and sustainable stream of income.

By leveraging deeper corporate and individual support through other workplace giving programs, nonprofits can amplify the impact of their supporters’ gifts. These programs deepen the financial connection between volunteers and the cause, making it easier for supporters to give in a way that fits into their regular financial routine.

Volunteers & event participation: A gateway to in-kind donations

Volunteers are often at the heart of your nonprofit’s events, whether they are helping to organize, facilitate, or participate in fundraising activities. But their contributions don’t have to stop at volunteer hours: they can also lead to in-kind donations.

In-kind donations, or any non-monetary gifts, can take many forms. These include:

• Goods/Products: Volunteers can connect your organization with individuals or businesses who are willing to donate goods or products. For example, a volunteer might know a local company that can donate items for an auction or offer products for event giveaways.
• Services/Skilled volunteerism: Volunteers with specific skills can offer services, such as graphic design, legal advice, or photography, that support your nonprofit’s operations or fundraising events. These pro bono services can greatly reduce your organization’s costs and increase your event’s ROI.
• Intangibles: Volunteers may also help secure intangible resources like event space, software, or technology. For instance, a volunteer might work for a company that provides meeting venues or has access to software licenses that could be donated for your nonprofit’s use.

All in all, in-kind donations provide critical support for your nonprofit. They can be a great way to leverage the time, skills, and connections of your volunteers to increase your overall fundraising efforts.

Strategies to turn volunteers into long-term donors

While many volunteers may be inclined to donate, converting them into long-term financial contributors requires intentional planning and a strategic approach. Here are some ways to encourage volunteers to increase their financial support:

1. Engage volunteers with regular communication: Keep volunteers informed about the impact of their work and the ongoing needs of your organisation. Regular communication ensures that volunteers remain connected to your mission and are more likely to become long-term donors.
2. Create a recognition program: Recognising volunteers who also donate is vital for fostering a sense of belonging and appreciation. Consider implementing a donor recognition program that publicly thanks and celebrates volunteers who become donors.
3. Make giving easy: Ensure that your donation process is simple and convenient. Providing options like recurring donations or easy links to matching gift programs can remove barriers to involvement and encourage volunteers to donate.
4. Leverage events to build donor relationships: Use your events to transition volunteers into donors. Encourage event participants to make a donation while they are registering, or offer incentives for those who both volunteer and donate.
5. Involve volunteers in fundraising: Give volunteers a chance to be part of fundraising efforts, not just on the ground level, but as advocates for the cause. When volunteers take on leadership roles in fundraising campaigns, they may be more likely to contribute financially as well.

By implementing these strategies, nonprofits can effectively convert volunteers into long-term, committed donors who contribute both time and money to the cause.

Conclusion

The link between volunteers and donors is a powerful one, and understanding how to leverage this connection can significantly boost your nonprofit’s fundraising efforts. By recognizing the unique advantages volunteers offer (not just in time, but also financially), organizations can create a continuous cycle of support that benefits both the nonprofit and its supporters.

Through volunteer grants, broader workplace giving participation, and more, nonprofits can maximise the impact of their volunteer base, turning them into long-term, committed donors. With the right strategies in place, your organisation can cultivate stronger relationships with volunteers and harness their full potential as both advocates and financial contributors.