Over the next few weeks, we’ll be posting a series of blogs where our Volunteering Development Officer, Dave Thomas, takes an overview of the five key steps of the Volunteer Journey. In this first one, he emphasises that leaders of volunteers need to be thinking from the perspective of a brand-new volunteer who has never heard of your organisation.
Every strong volunteer journey starts long before the induction checklist. It begins with a compelling message and a clear understanding of what you’re inviting people to be part of.
Attraction is more than recruitment. It's about purpose-driven storytelling. When people see your values in action and the impact of your work, they’re more likely to think, "I want to be part of that."
So, where do you start?
1. Clarify the 'why'
Before advertising any role, take time to understand the deeper reason someone would want to get involved. Is it connection, contribution, or community? Ensure your messaging speaks to that.
2. Create role outlines that inspire
Too many role descriptions read like job adverts. Instead, focus on the purpose and impact of the role. What change will the volunteer help bring about? What might they get out of it?
3. Be visible where your volunteers are
Think about your ideal volunteer. Where do they spend time—online and offline? Use channels they use, and adjust your language and visuals to feel familiar and welcoming.
4. Use real stories
Quotes, photos, and brief testimonials from current volunteers are powerful. They show authenticity and give potential volunteers something to relate to.
5. Keep it values-led
Your recruitment should reflect your organisation’s heart. Inclusive language, realistic expectations, and warmth go further than flashy design.
Next steps:
Draft one values-based volunteer role outline. Include what the volunteer will gain and contribute. Then ask a colleague or existing volunteer for feedback before sharing it.
In the next post, we’ll look at what happens once someone expresses interest—and how to keep their energy alive while you get to know each other.
