Sustain Volunteer Programs by Increasing Membership
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by Bessie Wright
Maine is teeming with volunteers and volunteer opportunities. Though I’m no expert, I’m willing to bet that a good proportion of those opportunities are less like the Red Cross and more like the local high school athletic boosters—volunteers who come together, work together and manage each other to meet a desired goal. In addition to athletic or music boosters, some examples might include:
Angling Clubs
Garden Clubs
Road Associations
Lake Associations
Service Fraternities and Sororities
Snowmobile Clubs
Hunting Clubs
Admittedly, many of these groups have membership fees, but they all operate in similar fashions. Most often this means the group relies only on the members to donate their time, energy and resources toward the respective mission. These organizations basically run themselves.
Membership Makes a Big Difference
Understaffing is problematic for all organizations, but for volunteer-based programs it can be a serious detriment. Non-profits suffering from low numbers will start showing considerable wear. For instance some organizational goals might be only partially met while others will be dropped altogether. Existing members will begin feeling the stress of trying to do the work of multiple volunteers. Under this kind of pressure many members burn out and leave the organization – further depleting a crucial resource. Finally, members who do stick it out just don’t have fun anymore; they stay solely out of a dogged sense of duty. A volunteering experience should never be viewed as only a chore.
Sometimes it’s hard for organizations to realize they just don’t have the capacity to do everything they want to do. But realizing there is a membership problem is the first step to revitalizing an organization; the next is making membership top priority. Often this means temporarily setting aside the group’s main purposes, and that can be a tough pill to swallow. But a volunteer-based program without enough volunteers is doomed to struggle.
All that being said, here are a few things worth thinking about when trying to increase membership:
- When recruiting, start by trying for about 10-15% of your target population. Shooting for 100% is setting yourself up for failure.
- Don’t forget your original goals entirely. After all, people will want to join to make a difference. Instead, use your efforts to further recruitment – Advertise your meetings, successes and where you need help via newsletters; press releases; signage; etc.
- Laura Wilson, at UMaine Cooperative Extension, did a survey on email versus paper newsletters. She found that people prefer to have that paper in their hands; emails are much easier to ignore and you run the risk of missing potential members because you don’t have their email addresses.
- Have Fun! Serious projects are always more successful when those working on them are enjoying each other’s company. Think about having an event specifically not related to work.
Readers, what other suggestions or considerations can you offer for increasing membership?
Bessie Wright is an AmeriCorps member serving with the Maine Conservation Corps.
March 31st, 2008 at 7:09 am
You also raise an interesting issue that occurs in membership organizations when the organization functions with certain ‘unwritten rules’ about the conditions of membership. Often, membership in an organization assumes that the member is automatically promising to contribute a given number of hours to the organization. Members feel annoyed, if not betrayed, when they discover that being available to volunteer a certain number of hours per week or per quarter is considered the norm for the organization. This challenge for membership organizations is the fuel for many heated conversations about the meaning of membership. ‘Inactive members’ are often not respected by the organization, despite the fact that they support the goals of the organization and their dues make possible the work of others. These are difficult conversations to have, but they need to be part of the work of the board to reach some form of agreement about what the expectations of membership really are.
March 31st, 2008 at 7:33 am
Good advise. Another suggestion I have is have someone follow up on the people who miss meetings. It is very easy for a volunteer to get “lost” if they miss a meeting or an event. Once they are out of step, it’s extremely difficult to get back into the rythm unless someone takes the time to drop a line (phone, email, or by mail) to help them.
I know some people like things on hard copy but, in my house, it better be in an email or I’ve lost it somewhere on my desk. I can “find” on my computer and let it do the work of searching. Just me, though, I’m sure.
Thank you
Penny
March 31st, 2008 at 10:48 am
How about hosting a family day event where folks can bring out the kids for a day of worthwhile volunteering in their community. I’m always looking for ways to teach the ethics of community service in a FUN way at home. You may have more of a draw-in for new members if it’s an opportunity for the whole family.
April 1st, 2008 at 8:51 am
A common theme among all of these ideas is communication. No matter what way(s) you choose to do so, it should be frequent, interesting, different, and informative.
There is such a thing as too much, as well. You don’t want to spam peoples’ emails, or call them every day either.