Anyone who has lived with a cat knows how this goes. You spend weeks offering food, patience, and a warm spot by the window. The cat acts like it barely notices you. Then one morning you wake up and it’s curled up next to you, purring, as if it had been planning this all along.
Cats don’t hand out loyalty on demand. They give it to the people who show up consistently, respect their independence, and keep the snacks coming.
Volunteers work a lot like that. The effort you put into them may not pay off on day one, or even month one. For the organizations that stick with it, the payoff can be remarkable: people who start by hanging flyers and end up chairing committees, giving generously, and telling everyone they know about your mission.
Start by Recruiting a Volunteer Coordinator
Many small and mid-sized nonprofits assume a volunteer coordinator has to be a paid staff position. That’s a great goal, but don’t let it stop you from starting. Consider recruiting a volunteer to be your volunteer coordinator.
Look for someone organized, warm, and passionate about your mission. Think retired teacher, longtime donor, or the person who always seems to know everyone’s name. A peer coordinator has a built-in advantage: volunteers respond differently to a fellow volunteer checking in than to a staff member with a full plate. They see a friendly colleague rather than a supervisor. You’ve also created a leadership pathway that deepens someone’s commitment to your cause.
Why the Effort Pays Off
Engaged volunteers are far more than free labor. They are:
- Future donors. Volunteers give at higher rates than the general public, and the connection built through service often turns into financial support.
- Ambassadors. They carry your story into workplaces, congregations, and group chats, which is word-of-mouth no ad budget can buy.
- A source of skills and perspective. Volunteers bring expertise in marketing, finance, and law, along with lived experience that strengthens your programs.
- A pipeline. Today’s occasional volunteer may be tomorrow’s board member.
Keeping the Herd Happy
Be clear about expectations. Vague roles lead to vague attendance. Give each volunteer a written description, a start and end time, and a named person to contact.
Make the first experience great. A warm welcome and a thoughtful orientation set the tone. Nobody should arrive and wonder where to stand.
Communicate consistently. Send reminders before shifts and follow up afterward. A simple “thank you, here’s what your time made possible” works wonders.
Match people to meaningful work. Stuffing envelopes has its place, but ask people what they actually want to contribute. Volunteers stay when their time feels valued.
Expect some attrition, and don’t take it personally. Life happens. Build in backup plans and keep the door open for people to return. Yes, sometimes it will feel like herding cats. Even that gets easier with good snacks.
Celebrate publicly. A shout-out at your annual meeting or a note in your newsletter tells volunteers their effort is seen.
Worth Every Whisker
Loyalty, like a cat’s affection, is earned through consistency. Invest in structure, communication, and appreciation, and you’ll build a community that supports your mission long after any one project ends.
So this week, try the experiment: find your volunteer coordinator. Then put out a little food for thought, and see who curls up next to you.
I stand behind every word of it. But I’ve spent the years since sitting on the other side of the table, as a consultant inside organizations that are trying to get their boards to show up. And I’ve come to believe the advice was right and incomplete. It told you how to engage a board. It didn’t tell you what you were engaging them in.
That’s what this post is about.
If you could use a fundraising, communications, or strategy partner, email us at info@nextinnonprofits.com and say hi!
