I have often looked at volunteers and donors as distinct groups. Many organizations do, too. Volunteer management is sometimes a separate workstream from fundraising and there is little overlap. When I worked at the George Washington University, there was the tendency to also view volunteers (mostly alumni) as separate from donors (mostly alumni, some parents, some community members). But when I was charged with putting together a plan to introduce the University president to the community, I thought there was an opportunity to shift the mindset. I suggested that a key group for the new president to meet was the University’s most engaged volunteers. In facilitating this point of connection with leadership, it sent the message to volunteers that their contributions mattered. The engagement served as a cultivation opportunity and laid the foundation for future asks.
We use the terms “time, talent, treasure” or “work, wisdom, and wealth” when we think about how board members and organizations should engage. Sometimes there is a tilt towards “treasure” or “wealth” and board members feel that they are solely being asked to give. Other times there is a shift towards “time” or “work” with a lesser focus on fundraising. Neither approach when used in a silo, best serves the individual or the organization. We know that those who volunteer their time feel most connected to an organization and that giving philanthropically is an outgrowth of that affinity and connection.
To explore these ideas further, I spoke with Briana Strachan Cleveland, Director of Volunteer Engagement at Martha’s Table, where she oversees the team that recruits, engages and cultivates volunteers and makes sure the organization’s programs are adequately staffed with volunteers. Martha’s Table is undergoing a strategic planning process that will change the way the organization serves its constituents. Briana will be thinking through how to incorporate volunteerism within the organization’s culture and leveraging the volunteers as stakeholders, who can move the initiatives of the organization forward.
In doing so, Briana shared that the organization is thinking about how it views volunteers. Many organizations view volunteers as “extra hands” – people who can help to fill a need in an organization that may not have the resources to hire a full time professional. This strategy may allow for the work of the organization to get done, but it’s transactional and doesn’t necessarily offer volunteers a meaningful experience. Briana shared an example that highlights this issue. She spoke about a food truck that goes out into the community every night to provide food for those in need. Volunteers typically assist the chef in food preparation. During the prep time, the chef shares the history of the food truck program as well as anecdotes about the people who benefit from the meal and the program’s impact. In doing so, volunteers know the value of the program as information sharing and context is vital to helping volunteers tangibly see the way they are supporting causes they care about.
When I asked Briana about the connection between volunteering and giving, she said that “if the end goal is to steward volunteers into the donor cycle, you need to be intentional. The way in which you cultivate a volunteer is the same as how you cultivate a donor: be interested in them, ask questions, get to know them. Connect them to program leads, engage others in conversations”. She also added that focusing on acknowledgement of the time that volunteers donate during COVID-19 is important. There is more risk to volunteering now, but the need is much more significant. She says that “it’s difficult to expect someone to give if you haven’t recognized them for the time they have given. Acknowledgement of their time is the catalyst to open the door to talk about a financial gift.” She adds that any recognition of time and an ask should be spaced out appropriately.
“Volunteering is viewed differently due to COVID,” she shared. “Many people are in need and many people feel empowered to serve that need. Therefore, volunteers are able to see the impact of their time in a new way – it can literally change someone’s life, and it’s just as valuable as writing a large check.”