Proven Strategies to Attract More Nonprofit Volunteers

Every nonprofit's success hinges on the power of its volunteers. They are the hands and hearts behind the mission that drive meaningful change and ensure the organization’s goals are met. In many cases, they even are an integral part of the donor pipeline and become committed donors, too.

But how do you find and inspire individuals who share your commitment to the cause? Attracting and retaining dedicated volunteers requires intentionality. Success lies in identifying the right communication channels and crafting compelling messages that inspire action.

From paid advertising to community partnerships, we’ll cover practical nonprofit marketing ideas for promoting volunteer opportunities and building a thriving volunteer network. Whether you’re a small nonprofit just starting out or an established organization seeking fresh approaches, these insights will help you attract more volunteers.

1. Design an appealing program

When volunteers have a rewarding and memorable experience, they’re more likely to share their stories and bring in new recruits. A strong volunteer program also encourages long-term commitment and fosters a sense of community.

Here are some ways to craft an effective volunteer program:

• Offer flexible schedules and opportunities: Volunteers have their own schedules and commitments, so provide evening, weekend, or remote opportunities to accommodate their needs.
• Clearly outline responsibilities: Ambiguity can deter volunteers. Clearly outline tasks, expectations, and goals to make their contributions manageable, impactful, and fulfilling.
• Provide comprehensive training: Equip volunteers with the tools, knowledge, and confidence they need to succeed. Training sessions will help them feel prepared and supported.
• Keep volunteers updated with consistent outreach: Marketing automation tools can help maintain ongoing volunteer communication by scheduling personalized emails, sending reminders about upcoming opportunities, and suggesting new volunteer roles. 
• Offer feedback opportunities: Show volunteers their voices matter by creating opportunities for them to share experiences and suggest improvements.
• Create pathways for growth: Offer opportunities for volunteers to take on leadership roles, participate in advanced training, and mentor others. This not only helps retain experienced volunteers but also allows them to connect with your mission in a new way.

An appealing program doesn’t just attract participants—it turns volunteers into passionate advocates for your cause, creating a cycle of engagement and growth. With a strong foundation, you can promote impactful volunteer experiences.

2. Create Google Ads

Google Ads can be a powerful tool for attracting new volunteers. Create tailored messages that target specific audiences, ensuring your call for volunteers reaches those most likely to respond. 

For instance, a youth development organization might create an ad calling for volunteer mentors that leads to an application page:

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From youth development organizations to animal shelters, any nonprofit can use Google Ads to reach volunteers, donors, and other supporters. Use these tips to create your ads:

• Target the right keywords. Use phrases like “volunteer for [cause]” or “volunteer opportunities near me” to connect with individuals interested in your work. Use tools like Google Keyword Planner or SemRush to research keyword metrics, such as monthly search volume.
• Use Google’s targeting features. Focus on local audiences or specific demographics who will likely show interest in your organization's mission with features like geotargeting, custom audience segments, and demographic filters.
• Write compelling ad copy. Highlight the impact volunteers can make. For example, emphasize how their efforts could "feed a family in need" or "clean up a local park." Inspire action by showcasing how their time and skills contribute to meaningful change.
• Create a clear path for action. Direct users to an informative landing page. Include details about available volunteer roles, the benefits of volunteering, and a prominent call to action like "Sign Up to Volunteer Today!"

By leveraging Google Ads strategically, your nonprofit can connect with enthusiastic individuals eager to support your mission.

Creating free Google Ads

For many nonprofits, paid advertising is out of the question due to its steep cost. However, qualified nonprofits can receive free credits to spend on Google Ads, making this recruitment method incredibly cost-effective.

Getting Attention’s Google Grants eligibility guide outlines the requirements for receiving the monthly $10,000 credit. You must:

• Hold valid charity status in your country. For instance, U.S. nonprofits must have 501(c)(3) status.
• Have a Google for Nonprofits account.
• Agree to the Ad Grant’s policies regarding nondiscrimination, proper use of funds, and acceptable practices regarding donation solicitations.
• Have a secure, functional website with mission-related content.

While impactful, navigating the Google Ad Grant program can be complex. Consider working with a Google Ad Grant agency that can confirm your eligibility, help you apply, and craft winning ads that reach potential volunteers. 

3. Partner with schools, companies, and other local groups

Collaborate with local schools to engage students in service-learning projects or help them fulfill community service hour requirements. Many students participate in programs requiring volunteer hours or are otherwise eager for real-world experience to enhance their resumes.

To attract skilled volunteers, partner with companies to establish employee volunteer programs that foster a sense of social responsibility. Double the Donation’s employee volunteer incentive program guide explains that many companies will promote specific volunteer opportunities to their employees. By working with these companies, you can ensure your organization’s open volunteer positions are the ones being promoted.

Host joint events—such as cleanup drives or fundraising activities—in collaboration with schools, companies, or other groups. These partnerships help build volunteer and organizational relationships while amplifying your nonprofit’s impact on the community. 

4. Use online volunteer recruitment platforms

Online platforms like VolunteerMatch and Idealist are excellent resources for recruiting eager volunteers. To stand out, create detailed job postings that include essential elements such as:

• Specialized skills, such as proficiency in graphic design or fluency in multiple languages
• Estimated time commitments, such as 2-3 hours per week for ongoing administrative projects or a one-day fundraising event
• Responsibilities, such as tutoring students in basic reading skills or helping with an event’s setup and takedown

Update listings regularly to keep them fresh and accurate. Respond promptly to inquiries to keep interested individuals engaged. If crafting compelling job descriptions feels daunting, tools like ChatGPT can help create your first drafts. 

5. Be active on social media

Platforms like Facebook allow nonprofits to keep current supporters informed and reach new audiences. To tap into your social media’s networking capabilities, your nonprofit might do the following:

• Recognize dedicated volunteers with spotlight posts to show appreciation and inspire others to volunteer as well.
• Publish posts about upcoming opportunities and exciting events that need extra volunteer power.
• Use each platform’s unique features—such as Instagram Reels, Stories, and Facebook Live—to show behind-the-scenes activities.
• Experiment with different platforms to find where your supporters are active and what content works best, whether that’s Instagram, Facebook, X, or LinkedIn.
• Interact with your audience by responding to comments, creating polls, and conducting live Q&A sessions.
• Collaborate with local influencers or community leaders whose work aligns with your mission to amplify your reach.
• Run targeted ads to connect with individuals likely to volunteer based on their interests and location.
• Use AI tools to create posting schedules, generate ideas, craft copy, and repurpose content to suit each platform.

By maintaining an active and strategic presence on social media, your nonprofit can build strong connections and inspire new volunteers to get involved. Effective content naturally garners attention and expands your reach, especially if current supporters share your posts!

Nonprofit volunteers fuel your mission

From crafting an engaging program to leveraging modern technology, these strategies provide a clear path to growing your volunteer base. Remember, each volunteer brings new energy, ideas, and dedication to your mission. The possibilities are endless when you invest in people who share your vision for change.