Non-profits Need People: How Do They Find Them?
Lauren Muldowney of All Hands and Hearts Disaster Relief explains a nonprofit's marketing focus and what is being done to recruit and retain volunteers
When the tornado sirens wail, storm surges slam the coast, and earthquakes split cities in two, most people evacuate their homes in search of safety. Another group of people feels compelled to go towards those disasters. However, that group of people is finite, and organizations that lead disaster response efforts need these people to volunteer. While their goal remains to help those in need, a large portion of relief organizations’ efforts are focused on recruiting and retaining volunteers. So how do they do that?
All Hands and Hearts, a nonprofit disaster relief organization based in the United States, hosts thousands of volunteers on projects all over the world every year. To learn more about their recruiting and retention efforts, I spoke with the former Chief of Volunteer Operations at All Hands and Hearts, Lauren Muldowney.
Having people fly great distances on their own dime to do manual labor is no small ask, but Muldowney and All Hands and Hearts co-founder David Campbell say that people are compelled by human nature to help those in need. Like most other large organizations, All Hands and Hearts still utilizes traditional business and marketing practices like search engine optimization, social media, web optimization, and paid ads to get their message out to potential volunteers who are looking for an opportunity. These practices are essential in 2022 and organizations haven't lost sight of the basics as they continue to expand.
In her explanation of marketing efforts, however, Muldowney says that the organization has placed a greater emphasis on the retention of volunteers in the last few years rather than original recruiting. When she started as the Chief of Volunteer Operations in 2015, All Hands and Hearts' volunteer retention rate was just 10%, a figure they wanted to drastically improve. Now, according to Muldowney, “about 50% of volunteers are returning volunteers, making up a real majority of the workforce.” She continues to say that in the wake of the pandemic, the entire volunteer base is built on loyalty that was established prior to the pandemic and allowed the organization to continue its work through an incredibly difficult period of time for international travel.
When discussing the focus on retention rather than pure recruitment, Muldowney explains the difficulty in balancing marketing costs. Budgeting is a constant struggle for nonprofits, especially in the relief sector because organizations have multiple priorities. On the one hand, they want to help as many people as possible so it makes sense to put all donations into relief projects that see more tangible results but on the other hand, they still need to expand their reach, grow the organization, and add volunteers which also requires donation funds. In this case, recruiting new volunteers is more costly than staying connected to a loyal group of established volunteers and trusting word-of-mouth advertising.
Another marketing balancing act that nonprofits deal with is the split between their work as a volunteer organization and as a humanitarian relief organization. Each relief organization is unique in the way that they handle their volunteers, but most shy away from advertising their volunteer experience in both web and social content in favor of promoting their humanitarian efforts. Muldowney’s answer to this issue is actually a question that the organization keeps at the forefront of its marketing strategy:
How do we get communities that are impacted at the center of the materials that we create and the stories that we tell?
She differentiates this goal from their other focus of volunteer-centered marketing with the hope that if people see truly unique and emotional stories, they will feel compelled to help those impacted by natural disasters. The desire to help needs to be stronger in volunteers than the desire to be on a project for a photo opportunity or a cool travel destination. Muldowney emphasizes the importance of social connections in recruiting volunteers, people are motivated and attracted to fulfilling experiences so All Hands and Hearts often uses those specific stories as a selling point.
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“We need to make sure we’re thinking about the communities we serve first as a reputable humanitarian organization and not falling into that camp of a ‘voluntourism’ organization”
- Lauren Muldowney, Chief of Volunteer Operations, All Hands and Hearts
In line with the rest of the public relations industry, nonprofit organizations are trying to increase their diversity efforts by opening doors for more people to volunteer. Although relief organizations have thousands of volunteers join projects each year, there are costs associated with travel, food, and lodging that keep people from volunteering their time. All Hands and Hearts help with these costs by providing living space and food for all volunteers but travel can still be a huge burden for some. As a part of its efforts during the pandemic, the organization began offering longer-term sponsored projects for people who may not have had the means to travel internationally on their own. This program opened the door for new volunteers who had plenty of time and effort to give but wouldn’t have otherwise joined a project. As part of their mission, Muldowney says, “what we’re always trying to do is remove barriers for people to help.” The organization wants anyone who is willing, to be able to help where needed.
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Even considering nonprofit organizations’ creative marketing strategies, according to Muldowney, the most effective has been establishing and fostering a tight-knit alumni network. Staying connected to past and present volunteers by building reciprocal relationships allows All Hands and Hearts to retain volunteers and provides them with a strong workforce whenever help is needed. In return, volunteers have a plethora of opportunities in multiple sectors including leadership courses and management training that keep them in touch with the organization even when away from a project.
Consistent focus on recruiting and new-age strategies for retention help All Hands and Hearts maintain their status as a leader in disaster response. The nonprofit sector is a difficult one, so finding ways to maximize both financial and human capital is crucial. Moving forward, relief organizations around the globe will develop innovative ways to bring in new volunteers and continue changing the world for the better.
References:
Muldowney, L. (October 20, 2022) "Interview with Lauren Muldowney, former Chief of Volunteer Operations, All Hands and Hearts" Virtual.
All Hands and Hearts. (October 30, 2022) "About Us" Allhandsandhearts.org