How to engage volunteers in a digital environment
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The key challenge involved in managing volunteers in a digital environment is to establish a sense of affiliation with the organisation, the project and other volunteers. While many organisations are already drawing on digital practices to achieve this, the application of digital practices is sometimes misguided or technologies are underutilised, which makes it ineffective.
Below are some tips that will help your organisation achieve an online atmosphere conducive to fulfilled, effective and loyal volunteers.
1. Have a thorough induction program
The usability of digital applications is an important factor to consider when establishing an online team. Generally speaking, younger volunteers tend to gravitate toward more dynamic tools, whilst older volunteers may prefer more familiar systems such as email.
To encourage volunteers to use tools effectively, it is important to provide comprehensive supporting materials and an induction outlining where and how they can access relevant resources. The more interactive the better. I have found great success by utilising the share screen function on Skype for this purpose.
2. Communicate well and regularly
Working within a digital environment removes the opportunity to establish the sense of familiarity and trust that develops naturally during face-to-face interaction. Therefore, the quality and regularity of communication in a digital sphere is paramount to creating a positive environment.
Communication channels should be simple, open and accessible to ensure all volunteers are able to use them. Social media is a prime example as it is public, as opposed to private email, and reciprocal, as opposed to a unidirectional website.
3. Create a virtual share space
There is now an array of ‘freemium’ enterprise social network tools available to not-for-profits, which allow for collaboration and file-sharing. I believe these tools are potentially the most powerful of all engagement tools, particularly for organisations working with a young volunteer base.
Enterprise social networks generally emulate popular social networks, such as Facebook and Twitter, allowing for easy use and inclusivity.
Before you introduce an enterprise social network to your organisation:
- Consider the social structure of the network – this should reflect the current social structure of your organisation. Ensure that employees who serve as key contacts for volunteers are ready to be key players in launching and maintaining the network
- Be sure to provide a detailed induction – again, the more interactive, the better. Many enterprise social networks have free online demos and YouTube channels
- When launching the network, ensure there is a buy-in for current volunteers. If the network is not seen to enhance current processes it will likely be seen as a chore, rather than a fun and
useful tool - Ensure groups within the network cut across the organisation. For example, Carpets for Communities’ current social network has a group for volunteers in similar roles, volunteers interested in certain areas of the organisation, volunteers who are geographically close and so on. This encourages a range of connection opportunities with individuals who will be interesting and useful to each volunteer.
4. Share photos and videos
A key driving motivator for many volunteers is seeing progress within the project. Utilising a digital environment works to show volunteers the tangible results of their hard work and keeps them engaged and connected. Photos and videos of the project, especially of new developments, are a much more effective engagement tool than mere descriptions. Ensuring volunteers receive these kinds of updates is vital for retention.
5. Seek regular feedback
Asking your volunteers to provide feedback when trialling different digital engagement strategies will improve engagement levels by encouraging involvement in the decision-making processes.
Important questions to ask volunteers include: What do you like about the current digital environment? Which areas do you prefer not to access or find inefficient? Based on responses, you can then consider how to leverage processes that are working well, and improve those areas that aren’t.
Menchie Khairuddin is a writer Deputy Content Manager at Akolade and content producer for Third Sector News. She is passionate about social affairs specifically in mixed, multicultural heritage and not-for-profit organisations.
