steve mccurley keeping volunteers engaged: the keys to retention
TRANSCRIPT
Steve McCurley
Keeping Volunteers Engaged: The Keys to Retention
Introduction: Me US-based trainer — 30 years Also worked in Brazil, Canada,
France, Germany, Ireland, UK, Trinidad, Australia
Author
This session: Why worry about retention? Comparing retention rates Keys to retention Summation
Why worry about retention?
Why worry about retention?
Retention is more efficient than recruitment
1. Looking for new volunteers2. Interviewing and screening3. Training
Why worry about retention?
Losing experienced volunteers is costly
1. Loss of knowledge2. Loss of relationships with clients
and staff3. Loss of financial support
Why worry about retention?
Losing volunteers is usually the fault of the organization — an indication of bad management.
So, is retention a problem for you…?
Volunteer Retention in USHager and Brudney, 2004
“Of the volunteers that worked with your organization one year ago, approximately what percentage would you say are still volunteering?”
What percentage of volunteers that worked with you a year ago are still volunteering?
A. 90+%B. 60-89%C. 30-59%D. 0-29%
Volunteer Retention in USHager and Brudney, 2004
Of volunteers from one year before 17% of respondent organizations
had 100% retention 3% of respondent organizations
had 0% retention Median rate of retention: 80%
Retention is a lot more complex than we’d like it to be…
Some comments about retention:
Over time, volunteers move naturally in and out of volunteering
Volunteers in New ZealandFeeney, 2001
Volunteering with different organizations at different times of their lives, depending on their interests and family commitments, was seen to be a general pattern.
People often started volunteering by becoming involved with their children’s activities, then moving to more formal roles within those organizations.
Volunteers might work at several organizations at the same time but usually with varying levels of commitment.
Some comments about retention:
Over time, volunteers move naturally in and out of volunteering
Programs may have very different retention rates
Retention Rates 643 days (AIDS volunteers, Houston, 1993) 2.6 years (CASA program, 2001) 3.71 years (Community Literacy of Ontario, 1997) 4.5 years (Volunteer Ambulance Officers, Tasmania,
2001) 37% over 10 years (Meals on Wheels, New South
Wales, 2003) 60% over 10 years (UK sports clubs, 2003)
Most Programs Have: Small cadre of long-term
committed volunteers (10-20%) Revolving quick turnover pool (20-
40%) Intermediate, still making up their
mind, group — sometimes involved, sometimes not
Some comments about retention: Over time, volunteers move naturally in and
out of volunteering Programs may have very different retention
rates
High retention rates are not always a good thing
It’s one small, fatal step from a dedicated, tightly organized team to a clique…
Basic Rules of Retention1. Retention doesn’t happen in a vacuum.2. Don’t waste the volunteer’s time.3. Let volunteers do the work they want to
do.4. Thank volunteers for their efforts.5. Don’t automatically assume you’ve lost a
volunteer.
Volunteer Ambulance Officers, TasmaniaFahey & Walker, 2001
74% of those who had resigned indicated they would consider re-joining if asked
Re-connecting:
“Come back — all is forgiven. We miss you!”
Reunion party
Some Keys to Retention
At what point in the relationship with the volunteer are you most likely to lose a new volunteer?
A. First month B. First six monthsC. End of first year/end of term of
commitmentD. Longer term
Answer:
None of the above
Hobson & Malec, 1999 49.3% received offer of assistance 69.3% did not receive name of person
answering phone 26.4% were not referred to appropriate
contact person 48.7% were not asked for contact details in
contact person not available 70% of those who left contact information did
not receive a return call
Your biggest retention problem may occur before you even see a prospective volunteer.
It may ensure that you never
see them.
Key #1 Build a friendly, welcoming system
Initial contactFirst days of work
Training Staffand Volunteers
If anyone asks you about volunteering the first word out of your mouth should be…
“Great!”
Volunteers are actually more likely than paid staff to give an impression that newcomers aren’t welcome.
Usually this is unintentional.
Key #2 Prepare volunteers for success
McCurley’s Rule
Nobody volunteers to fail.
Tips for Preparing Volunteers for Success
1. Reality-based training — case studies, real experiences
2. Match expectation with reality — show what a reasonable accomplishment would be
3. On-the-job training and assistance —“real, usable information on what to do”
4. Supportive materials and adequate equipment5. Support from co-workers and mentors
Effectiveness of Volunteer Mentors4H, Florida, 1999
“Drop-out rates for the three annual Master Gardener basic training programs prior to the Mentor program were 26%, 17% and 27% for years 1995, 1996 and 1997.”
The trainee drop-out rate for 1998 was 2% — following the creation of a mentor effort.
Key #3 Work toward a long-term relationship
1. Create a sense of empowerment over “shape of work”
2. Make a “true believer” in mission of the organization
3. Encourage social bonding with staff and volunteers
Big MistakeIf the only person in the
organization the volunteer bonds with is the volunteer manager, what happens if the volunteer manager leaves the organization?
Summing It All Up:
To keep volunteers involved you have to pay attention to them and you have to get to know them — this takes time and care.
McCurley’s Rule
“If you don’t know who your volunteers are, why should they care who you are?”
