Volunteers are truly the lifeblood of countless charities and nonprofits across Canada. Volunteers do all kinds of important work including providing essential services, leading programs, supporting frontline work in the community, and leading the organization through involvement on the board of directors. However, retaining volunteers can often be a challenge.

Building a strong volunteer team is essential and while many organizations try different strategies to keep volunteers engaged, some approaches simply do not lead to the desired results. So, we’re exploring common volunteer retention strategies that tend to fall short, and how to overcome them.

One-Size-Fits-All Training Programs. Many nonprofits take a generic approach to onboarding and training volunteers that they believe will work for everyone. However, a “one-size-fits-all” approach often overlooks the unique skills, backgrounds, and motivations of individual volunteers. Also, different volunteers may have different styles of learning and a standard approach may not resonate with all in the way that an organization hopes it will. An alternative approach is to develop training that meets the needs and interests of your volunteers. For example, conducting surveys or interviews to understand their expectations and needs of volunteers can help to create personalized training that will enhance engagement and foster a sense of belonging with volunteers.
A Lack of Communication. Volunteers can feel disconnected if they only hear from your organization sporadically. While tools like newsletters, a case for support, or annual meetings can help to keep volunteers informed, they often fail to create ongoing dialogue. This can be problematic particularly for volunteers who work a small number of hours with your organization. To address this issue, work towards regular, two-way communication with volunteers through tools like social media, dedicated volunteer forums, and regular check-ins to ensure volunteers feel heard and valued.
Limited Recognition. While many nonprofits understand the importance of recognizing volunteer contributions, they often limit volunteer acknowledgment to formal events or annual awards. This can lead to volunteers feeling underappreciated on a day-to-day basis. To avoid this issue, organizations should consider incorporating volunteer recognition continually. For example, simple gestures such as social media mentions, written thank-you notes, or celebrating milestones can go a long way in helping volunteers feel appreciated and more connected to the work of your organization's mission.
Neglecting Volunteer Well-Being. For many organizations, particularly small ones, there is so much work to do, and likely minimal capacity and resources to get it all done. Due to the regular grind to complete the work, some organizations overlook the mental and emotional well-being of their volunteers. When volunteers feel overwhelmed with the workload, it can often lead to burnout. To better support retention, organizations should regularly assess volunteer workloads and well-being by encouraging open discussions about challenges they face, and be willing to adjust the workload. Prioritizing volunteer wellness creates a supportive environment that fosters long-term commitment.
Limited Opportunities for Growth and Development. While volunteer work is unpaid, many volunteers still desire opportunities for growth and development. In fact, many people seek out volunteer opportunities specifically to develop their skills and enhance their professional careers. So, if volunteers do not see a path for growth, they may lose interest and seek opportunities elsewhere. To avoid this issue, organizations should consider a professional development budget that includes both staff and volunteers. If that approach is unrealistic, organizations can still seek out free opportunities such as webinars and workshops or develop mentorship programs so current volunteers can take on leadership roles for projects or initiatives. Investing in volunteer development not only benefits the team, but also enhances the organization’s capacity.

Volunteer retention requires thoughtful strategies tailored to the unique needs of each individual. By avoiding ineffective methods and instead focusing on the strategies above, your organization can develop a committed and enthusiastic volunteer base. When volunteers feel valued and supported, they remain engaged and dedicated over the long term.

From Burnout to Belonging: Rethinking Volunteer Retention