99. Volunteer Retention Strategies - Two Big Mistakes
Feb 29, 2024
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Explore how non-profits can use psychology for volunteer retention, focusing on social proof and emotive communication. Learn about the importance of generating emotions, using clear imagery, and highlighting beginnings and endings. Discover the two key mistakes organizations make in retaining volunteers, and find out how to effectively engage volunteers through emotional appeals and positive messaging.
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Quick takeaways
Utilize positive social proof in volunteer communication instead of desperation to improve recruitment.
Emphasize emotional storytelling and touchpoints to evoke empathy and drive volunteer commitment.
Focus on impactful beginnings and endings to enhance volunteer experiences and retention.
Incorporate visual stimuli in volunteer communications to create stronger emotional connections and drive positive actions.
Deep dives
Mistake 1: Communicating Wrong Norms
One significant mistake highlighted in the podcast is how organizations communicate their volunteer needs. Instead of using phrases like 'urgently needed' or 'desperately needed' for volunteers, it is suggested to focus on positive social proof. Describing the norms in an injunctive way, highlighting what is being done right rather than what needs attention, can lead to better results in volunteer recruitment and retention.
Mistake 2: Neglecting Emotions in Retention
The second mistake discussed involves not tapping into the emotional side of the brain when it comes to volunteer retention. While rational arguments have their place, it is emphasized that emotions play a crucial role in driving actions. By using emotional touchpoints and storytelling, organizations can evoke empathy and willingness to help, thus improving volunteer commitment and loyalty.
Beginning and Endings Impact
The brain is particularly receptive at the beginning and end of interactions. Leveraging this, organizations can create impactful volunteer experiences by focusing on exceptional beginnings, like onboarding processes, and memorable endings. These critical touchpoints can significantly enhance volunteer engagement and retention.
Visual Stimulation Enhances Engagement
Visual stimuli have a powerful impact on the brain, triggering emotions and capturing attention more effectively than written communication. Including photos, videos, and other visuals in volunteer communications can help create a stronger emotional connection, driving volunteers to take positive actions.
Self-Centered Value Propositions Drive Action
Highlighting the benefits to volunteers on a personal level is crucial in recruitment and retention strategies. By emphasizing what is in it for the individual volunteer and showcasing the transformational impact of their service, organizations can appeal to the self-centered nature of the brain, encouraging volunteers to stay engaged.
Emotion as the Key Driver
Emotions play a significant role in decision-making and action. The limbic system, responsible for empathy and willingness to help, is triggered by emotions before the rational brain makes decisions. By utilizing emotional storytelling and celebrating successes, organizations can create a more joyful and meaningful volunteering experience, fostering long-term commitment.
Utilizing Human Nature for Successful Strategies
Understanding how the brain processes information and the importance of emotions can significantly improve volunteer recruitment and retention. By aligning communication strategies with human psychology, focusing on emotional engagement, and utilizing visual stimuli effectively, organizations can create a volunteer experience that resonates and drives continued commitment.
In this episode of the Volunteer Nation, Tobi discusses how non-profit organizations can utilize psychology for volunteer retention strategies. She explains the importance of using positive social proof and emotive communication to encourage volunteers to keep coming back.
Tobi emphasizes the need to light up the brain by generating emotions, using clear contrast imagery, visually stimulating content, and focusing on beginnings and endings. She also highlights the two key mistakes organizations make when it comes to volunteer retention.
Thanks for listening to this episode of the Volunteer Nation podcast. If you enjoyed it, please be sure to subscribe, rate, and review so we can reach more people like you who want to improve the impact of their good cause.
For more tips and notes from the show, check us out at TobiJohnson.com. For any comments or questions, email us at WeCare@VolPro.net.
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