Boosting Volunteer Loyalty and Retention at Each Touchpoint
The success and relevance of any business often depend on its ability to cultivate customer loyalty. When organizations make sure customers are satisfied at every touchpoint, whether in person, on the phone, by email, on their website, or through external media, that satisfaction can turn into loyalty. Loyal customers not only come back, but they also tell others about their great experience.
For-profit organizations invest heavily in building systems and processes that strengthen customer loyalty. They carefully manage every interaction a potential customer might have with their organization. Non-profits, looking to improve volunteer recruitment and retention, can benefit from taking a similar approach.
As a starting point, non-profits should consider applying some of the following practices at each key organizational touchpoint, in person, by phone or email, on the website, and across various media platforms.
1. Use Your Media Platforms to Tell Better Stories
- Use every opportunity and every platform to share your story. Spread it far and wide through social media, newsprint, TV, events, and more, so it reaches a broad audience that includes Millennials, Gen Xers, Baby Boomers, and Traditionalists.
- Tell your story well. A well-told story invites people in. It helps them understand what you do and why they should support you. Start by being clear on your story, your brand, your cause, and your mission, then share it in a way that connects emotionally with others.
- Create brand story ambassadors. When board members, staff, donors, and volunteers truly know your story, they are empowered to share it authentically, and that word-of-mouth can reach potential volunteers.
- Be inclusive. Use language and stories that are welcoming, accessible, and inclusive. This helps a wider range of people see themselves as part of your mission and shows that your organization values diversity and is tuned in to all stakeholders – donors, board, volunteers, and staff alike.
2. Develop a More Accessible Website
- Know your target audience. Make sure your website truly represents who you are and speaks directly to the people you want to attract.
- Be inclusive. Use language that reflects your organizational values, and make sure your site is accessible to everyone. For example, ensure it meets the standards of the Accessibility for Ontarians with Disabilities Act.
- Make it relevant and easy to use. Each stakeholder, whether they are a current or potential volunteer, donor, or staff member, should be able to easily find the information they need. Keep your content up to date, relevant, and useful.
3. Provide Better Internal and External Agency Support
- Make good customer service part of your culture. Work with your staff to create a culture that values volunteers and prioritizes good customer service. Offer training when needed to make this part of everyday practice.
- Reinforce the value of volunteers. Make sure staff understand just how important volunteers are to your organization. Encourage them to respond to phone calls, emails, and in-person inquiries promptly and professionally, always in a way that reflects your organization’s values. Remember, all your marketing efforts can be undone if someone has a poor customer service experience.
- Empower your team to do their jobs well. Keep staff and internal volunteers in the loop with training and regular updates. When people are informed, they are more confident and better equipped to support and represent your organization.
- Create brand referral ambassadors. Offer meaningful volunteer opportunities, provide strong support, and recognize volunteers for their contributions. When people feel valued, they will remember their experience and tell others about it.
By focusing on every touchpoint, telling your story effectively, and truly supporting your team and volunteers, non-profits can build loyalty that lasts and create a community of advocates who help their mission thrive.
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