Valuing volunteers

Volunteers are the lifeblood of the charity sector, playing a vital role in delivering services, building communities and driving impact.

To succeed, organisations must focus on attracting the right volunteers, supporting them effectively, and recognising their contribution.

Webinar speakers

  • Jamie Wilcox, Head of Volunteering Services, Great Ormond Street and
  • Chloe Keen, Head of Involvement & Experiences, The National Trust
  • Mike Phillips, Directory of Social Change Associate and Independent Consultant

Join Jamie Wilcox, Head of Volunteering Services, Great Ormond Street, Chloe Keen, Head of Involvement & Experiences, The National Trust and Mike Phillips, Directory of Social Change Associate and Independent Consultant who will cover:

  • how organisations can develop their profile to attract volunteers
  • how to create the right roles and the right opportunities to attract the right volunteers
  • the key principles of effective recruitment
  • the importance of motivation and reward in retaining volunteers, and
  • how small actions can demonstrate big appreciation of our volunteers.

Why Volunteers Matter

Volunteers bring:

  • Time, energy and skills
  • Strong community connections
  • Advocacy and awareness
  • Added value beyond financial support

When valued properly, volunteers become long-term supporters and ambassadors for your organisation.

Attracting the Right Volunteers

Successful organisations focus on quality and fit, not just numbers.

Key considerations:

  • Create meaningful, clearly defined roles
  • Match opportunities to volunteer skills and motivations
  • Promote roles through multiple channels (social media, networks, community groups)
  • Make it easy to understand how to get involved

The goal is to attract volunteers who are engaged and aligned with your cause.

Understanding Volunteer Motivation

People volunteer for different reasons, including:

  • Making a difference
  • Gaining experience or skills
  • Social connection and community
  • Personal interest in a cause

Understanding these motivations helps you design roles and experiences that attract and retain volunteers.

Creating Positive Volunteer Experiences

A strong volunteer experience includes:

  • Clear expectations and onboarding
  • Training and support
  • Regular communication
  • Opportunities to contribute meaningfully

Volunteers are more likely to stay when they feel valued, supported and part of something important.

Managing and Supporting Volunteers

Effective management involves:

  • Providing ongoing supervision and guidance
  • Ensuring roles remain relevant and engaging
  • Gathering feedback and adapting where needed
  • Offering flexibility to suit different needs

There is no one-size-fits-all approach—flexibility is key.

Retaining Volunteers

Retention relies on:

  • Strong relationships and communication
  • Opportunities for development and progression
  • Recognition of individual contribution
  • A positive and inclusive culture

Satisfied volunteers are more likely to stay longer and recommend your organisation to others.

Demonstrating Appreciation

Valuing volunteers doesn’t need to be costly.

Simple but effective approaches include:

  • Saying thank you regularly and meaningfully
  • Sharing impact and outcomes of their work
  • Highlighting contributions in newsletters or social media
  • Offering certificates, events or small gestures

What matters most is authentic, consistent recognition.

Embedding Volunteering Across the Organisation

Volunteering should be an organisation-wide priority, not just one team’s responsibility.

This includes:

  • Leadership support and clear strategy
  • Involvement from staff across departments
  • Alignment with organisational goals
  • Shared responsibility for volunteer experience

A joined-up approach ensures volunteering is valued at every level.

Practical Tips

  • Start with volunteer motivations, not just organisational needs
  • Design roles that are engaging and purposeful
  • Keep communication clear and regular
  • Recognise contributions consistently
  • Learn from feedback and adapt your approach

Final Thought

Valuing volunteers is about more than recognition—it’s about creating meaningful, rewarding experiences that inspire long-term commitment.

When done well, volunteers become one of your organisation’s strongest assets and advocates.

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