Volunteer Recruitment Strategies for Nonprofits: How to Find and Keep Dedicated Supporters
Here's the challenge facing nonprofits right now: 62% of nonprofit leaders say recruiting enough volunteers is "a big problem." And they're not wrong to be concerned.
Formal volunteering rates dropped more than 23% between 2019 and 2021, and while the numbers are rebounding, the way people volunteer has fundamentally changed. The "super volunteer" who shows up every week for years? Increasingly rare. Today's volunteers want flexibility, clear impact, and meaningful roles—not open-ended commitments.
The good news? Over 63 million Americans still volunteer each year, contributing an estimated $167 billion in economic value. The volunteers are out there. You just need the right strategies to find them—and the right program to keep them.
Let's build a volunteer recruitment plan that works in 2026 and beyond.
Why Volunteer Recruitment Matters More Than Ever
Volunteers aren't just "free labor." They're the backbone of most nonprofit operations—comprising one-third of the nonprofit workforce. And according to Independent Sector's 2025 report, each volunteer hour is now valued at $34.79.
Effective volunteer recruitment helps your nonprofit:
Keep programs running. Volunteers provide the people-power needed for events, services, and day-to-day operations.
Increase funding. Research shows that volunteers donate ten times more money to charities than non-volunteers.
Build community support. Volunteers become advocates, board members, and long-term champions of your mission.
Reduce operational costs. From marketing to administrative tasks, skilled volunteers can provide support that would otherwise require paid staff.
But here's what many organizations miss: 72% of volunteers are involved with only one organization. That means if you can attract a volunteer, chances are they'll be dedicated to you—not splitting their time across multiple causes.
The competition for volunteers is real. Here's how to win it.
Strategy 1: Start Your Recruitment Internally
Sometimes the best candidates for volunteers are already in your database—they just don't know you need them.
According to research, 53% of people donate to a nonprofit before they volunteer, while another 39% volunteer first before deciding to give financially. This donor-volunteer connection works both ways, and organizations that nurture it see better retention and higher lifetime value.
Start by reaching out to:
Current donors who've shown commitment to your mission
Past event attendees who engaged with your programs
Newsletter subscribers who read your content regularly
Inactive volunteers who may be ready to re-engage with the right opportunity
Board member networks who can refer friends and colleagues
Here's one stat that should change how you recruit: 42.1% of people became volunteers after simply being asked. Your existing supporters are already invested in your cause. Many are just waiting for an invitation.
Strategy 2: Create Clear, Flexible Volunteer Roles
The shift in volunteering is clear: people want short-term, project-based roles over long-term, open-ended commitments. In 2025, volunteers are gravitating toward 30-60 minute shifts, one-off projects, and tasks that can be completed without recurring attendance.
49% of people cite work commitments as their biggest obstacle to volunteering. The solution isn't to lower your expectations—it's to design roles that fit into busy lives.
Every volunteer role should include:
Clear time commitment: "2 hours per month" is better than "ongoing."
Specific duties: What exactly will they do?
Skills required (or provided): Be specific about what you need—or what training you'll provide.
Impact statement: How does this role advance your mission?
Flexibility options: Can it be done remotely? On weekends? In the evenings?
Consider creating "microvolunteer" opportunities—small, bite-sized tasks that can be completed in under an hour. These low-barrier entry points often convert into deeper involvement over time.
Strategy 3: Leverage Digital Channels and Volunteer Matching Platforms
According to the 2025 Nonprofit Communications Trends Report, email remains the top performer for volunteer recruitment, with over 80% of nonprofits saying it's effective. But social media is where awareness happens first.
Your digital recruitment strategy should include:
A dedicated volunteer page on your website
This is non-negotiable. Your volunteer page should explain your program's philosophy, list current opportunities, and make it easy to apply. Include testimonials and photos from current volunteers to show what the experience is like.
Active social media presence
Share volunteer testimonials and action shots
Post about specific upcoming volunteer needs
Consider paid recruitment ads targeting your local area and key demographics
Volunteer matching platforms
Platforms like VolunteerMatch, Idealist, Catchafire (for skills-based volunteering), and Points of Light Engage help potential volunteers find opportunities that match their interests. Create profiles on these sites to expand your reach beyond your existing network.
Remember: 18% of formal volunteers now serve online. Virtual volunteering skews younger, with 60% under age 55. If you're not offering remote opportunities, you're missing a significant pool of potential supporters.
Strategy 4: Tap Into Corporate Volunteer Programs
Corporate volunteering is booming. A recent survey found that 77% of companies reported increased workplace volunteerism in 2024—a substantial year-over-year jump. And 82% of businesses say their employees want to participate in corporate-sponsored volunteer events.
This represents a major opportunity for nonprofits. Corporate volunteers often bring professional skills, show up reliably (because it's organized through their employer), and may convert to individual donors or ongoing volunteers.
To attract corporate volunteer groups:
Create team volunteer packages designed for groups of 10-50 people
Offer "skills-based" volunteering opportunities that leverage employees' professional expertise (accounting, marketing, web design)
Provide impact reports that companies can share internally
Reach out to local businesses' HR or CSR departments to introduce your organization
Be flexible with scheduling to accommodate business hours and team availability
Don't overlook volunteer grants (also called "Dollars for Doers" programs). Many companies donate money to nonprofits where their employees volunteer—essentially turning volunteer hours into additional funding for your organization.
Strategy 5: Engage Community Groups and Local Networks
Don't underestimate the power of boots-on-the-ground recruitment. Community groups are natural sources of volunteers who are already organized and often looking for meaningful ways to give back.
Target these local networks:
Schools and universities: Students often need service hours, and over one in four college students already volunteer with nonprofits.
Religious organizations: Churches and faith communities are significant sources of volunteers—34% of national volunteer activity is with religious organizations.
Service clubs: Rotary, Kiwanis, Lions Club, and similar groups actively seek volunteer opportunities.
Retirement communities: Retirees often have time and skills to contribute. They may prefer direct outreach over digital recruitment.
Professional associations: Reach out to local chapters of industry groups for skills-based volunteers.
And yes, physical flyers still work. Post them strategically in coffee shops, community centers, libraries, and gyms. Include a QR code linking directly to your volunteer sign-up page to make it easy for interested individuals to take action.
Strategy 6: Simplify Your Application Process
Nothing kills volunteer recruitment momentum like a complicated application process. If someone has to fill out a 20-question form, wait two weeks for a response, and attend a three-hour orientation before they can help, you've lost them.
Streamline your process:
Keep initial applications short. Name, contact info, interests, and availability. You can collect more details later.
Respond quickly. Aim to contact new applicants within 48 hours. Enthusiasm fades fast.
Offer orientation options. An in-person session is great, but also provide a video or self-guided option for those with busy schedules.
Create low-barrier entry points. Let people try a simple task before committing to training. It builds investment.
Make it mobile-friendly. Many people will find and apply for opportunities from their phones.
Ask one important question on your application: "How did you hear about us?" Tracking this over time shows which recruitment channels deliver the best results—so you can invest more resources there.
Strategy 7: Build Appreciation Into Your Program from Day One
Recruitment doesn't end when someone signs up. The best recruitment strategy is a great volunteer experience—because happy volunteers recruit other volunteers.
Volunteer appreciation isn't just a nice thing to do; it's a strategic investment in your recruitment pipeline. When current volunteers feel valued, they stay longer, do more, and bring their friends.
Build appreciation into your program:
Thank volunteers immediately and personally after every shift or completed task
Share impact regularly: "Because of your work, we served 200 families this month."
Spotlight volunteers on social media, in newsletters, and at events
Celebrate milestones (hours contributed, years of service)
Ask for feedback and actually act on it
Remember: your current volunteers are your best recruiters. Give them a great experience, and they'll spread the word for you.
The Bottom Line: Treat Recruitment Like a Year-Round Campaign
Most nonprofits scramble for volunteers only when they're short-staffed. A better approach is to treat recruitment like an annual campaign with:
Seasonal drives planned around holiday or event-related spikes
Regular touchpoints including monthly social posts and email campaigns
Tracking and measurement to understand which channels work best
Continuous optimization based on what you learn
Volunteering in 2025 is flexible, digital, community-rooted, and increasingly diverse. The nonprofits that thrive will be the ones that adapt their recruitment strategies to meet volunteers where they are—not where they were five years ago.
The volunteers are out there. With the right strategies, you can find them, engage them, and turn them into dedicated supporters of your mission.
Need Help Building Your Volunteer Program?
Purple Wave Creative helps nonprofits develop volunteer recruitment and engagement strategies that work. From volunteer landing pages to social media campaigns, we'll help you build systems that attract dedicated supporters and keep them coming back.