Volunteers as Your Greatest Marketing Asset

The views expressed are those of the author and do not necessarily reflect the views of ASPA as an organization.

By Matt Hugg
October 28, 2024

It’s easy to see how volunteers can be a great asset to your organization. They can take on tasks that you or other staff members don’t have time to do. They can bring skills that you may not otherwise have. They can even raise money for programs that the public needs or enjoys.

And volunteers, every volunteer, can do something that’s impossible for you: marketing.

Marketing? Of course you can do marketing. Advertising, brochures, social media, videos—all marketing—and sure, volunteers could do that too. But that’s not the kind of marketing I mean.

I’m talking about the kind of marketing that comes with someone telling someone, who tells someone else about the great work you do. And, as much as you might try, you’ll never be as effective as a dedicated volunteer who advocates for your organization and your mission.

In other words, you want them to brag. Brag about being associated with you and how volunteering for your organization is the best use of their time, and maybe other resources.

But advocacy for your organization doesn’t just happen. Volunteers need preparation and support.

1. Tell them your heroic origin story. Almost every organization has a heroic origin story. Someone saw a problem, a niche or an opportunity, gathered the resources and started addressing it with a service or product. What’s yours? Why is it special? Who does it impact? Why do they need It—then and now?
2. Make sure they meet people who are impacted by your work. Privacy restrictions may prohibit meeting current clients, so how about a successfully served former client? Or, can they meet a program officer to hear stories about how your clients thrived?
3. Make sure they know your physical space. You may think that your building is nothing special, but to an outsider, it’s where the “action” happens. And if you’re creating new space, give them a tour! “I saw the new building” makes for great cocktail party discussions.
4. How about a view of the future? Let them see and hear about new programs before the general public. That will give them a much-sought-after “insider” feel, especially when a friend asks about it when your new program is made public.
5. Introduce your volunteers to your leaders, your board, or your star-power staff. Think about how many people gush about meeting with Queen Elizabeth, when all she did was shake their hand and ask what they did? No, your staff and board aren’t royalty, but brief, positive encounters can mean more than you’d imagine.
6. Prepare them with info. How about an overview presentation of your organization? There’s a lot that may seem obvious to you, that an isolated volunteer may not see about your agency or nonprofit. When that helper in your accounting office gets asked by a neighbor why they volunteer, you want them to say more than “it gives me something to do.” You want that volunteer to see their part in your mission, and why your mission is important.
7. How about collateral material? Can your volunteers navigate your website? Can they find a brochure about your mission? How about giving them a business card with information on how to access your services for their friends who can use your help?

Any of the above are major perks for most volunteers and I’m sure there’s more you can think of.

To most volunteers, information like this is worth a lot more than a yearly luncheon or a nice plaque. They make your volunteers feel valuable, so they can tell boast about you to their friends and family… which is exactly what you want.

Mark Twain (Samuel Clemens) was known to say, “A lie runs around the world before the truth even gets its boots on.” And to think—that was more than 100 years before the internet!

Today, when hearing half-truths and fabrications are just part of normal life, you need as many voices telling your real story as you can find. But they can’t tell your story unless they know your story—and that’s where preparing them to be advocates comes in.

It’s frustrating, yet true. You and your marketing material can tout your programs all day long, and people may or may not believe you. But when it comes from a friend, a “real” person who willingly shows up to help and isn’t influenced by a paycheck? Their one word is worth dozens of yours.

So, start right now! Find a volunteer and tell them about some new project. Catch your boss in the hall and make an introduction to that volunteer whose been toiling in the corner. Seek out a veteran employee who might know your heroic origin story and take notes that you can share with your volunteers.

And help your volunteers do what they can do best: marketing!

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Author: Matt Hugg is president of Nonprofit.Courses, and mentor at the John S. Watson School of Public Service at Thomas Edison State University. He can be reached at [email protected].

 

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