5 Ways to Tell a Volunteer Recruitment Story

April is National Volunteer Month and we are encouraging you to think about telling stories that not only inspire donors but recruit volunteers. 

Over the years we’ve learned first hand how nonprofits rely on volunteers to help serve their mission.  However, Volunteerism has seen a decline across the United States since the COVID-19 pandemic. 

So what are we to do about it?  Well, considering our line of work, we’re going to suggest you start telling volunteer stories.  Of course our preferred medium is video but you can do it in any format that will reach potential volunteers.

Here are 5 ways to tell a volunteer recruitment story:

1. Showcase Real Impact:

Begin with the difference your organization makes. Use before-and-after scenarios, testimonials from those benefited, and real-life stories that highlight the tangible outcomes of your work. Seeing the direct impact of your work provides a powerful motivation for viewers to get involved.  

EXAMPLE: We did this with a video for CodeCrew about a Code School graduate.  That video has helped recruit new volunteers (and donors). In this example, simply sharing that story with an audience, recruited new volunteers.  

2. Highlight Volunteer Experiences:

Feature current volunteers sharing their stories, challenges, and the rewards of their commitment. Authentic testimonials can significantly influence viewers, as they relate to the personal experiences and growth opportunities that volunteering offers. This approach builds a genuine connection and demonstrates the community and camaraderie that come with volunteering. 

EXAMPLE: Just last year, the power of video became personal for me as I was shooting and editing a piece for MIFA in Memphis.  The video focused on generational volunteers and generational impact; how passing down service to other generations can have lasting impact. By November I had signed up to deliver Meals On Wheels and now do it every other Wednesday with my dad!

3. Demonstrate the Need:

Clearly articulate the specific needs your organization meets and how volunteers are crucial to your mission. Use data and stories to paint a vivid picture of the need and how each volunteer's contribution makes a difference. A clear call to action, directing viewers on how to get involved, is essential here.

EXAMPLE: In 2023 we worked with CASA of McHenry County to tell the story of their work through the eyes of volunteers.  CASA provides a trained volunteer to advocate for the best interest of the child in the courtroom and communicate the child's needs to the judge.  They needed help spreading the word about their work while simultaneously recruiting NEW volunteers.  This video helped showcase that perfectly. 

4. Offer a Behind-the-Scenes Look:

Give potential volunteers a glimpse into the day-to-day operations of your organization. This can include the challenges you face, the milestones you celebrate, and the teamwork that powers your mission. A behind-the-scenes look can demystify volunteering, making it more accessible and inviting to newcomers.

EXAMPLE: We followed several volunteers at Catholic Charities of West Tennessee to showcase how easy it is to get plugged into their work and how much of a need they have for volunteers to help distribute food, clothes, baby supplies and emergency goods. This video played at their Cooks & Collars event and was designed to recruit volunteers specifically. 

5. Use Engaging Visuals and Narratives:

Craft your story with compelling visuals, engaging narratives, and a clear, concise message. The goal is to evoke emotion and inspire viewers to imagine themselves as part of your story. Music, voiceovers, and dynamic editing can enhance the storytelling, making your video memorable and shareable.

EXAMPLE: We produced a scripted series of videos for Junior Achievement of Memphis and the Mid-South to help inspire more volunteers to plug into the programs in schools, special events and career sharing. 

BONUS: Sometimes a volunteer experience can result in a future employee.  Nick Wiggins volunteered with Wolf River Conservancy via Volunteer Odyssey.  And before he knew it, he was working there full time!

All of these examples illustrate not just the 'what' but the 'why' of volunteering.  In their own unique way, they capture the joy and the challenges of giving back. This approach doesn't just attract volunteers; it cultivates a community of committed individuals who see the value of their contribution through the lens of those they help.

To potential volunteers: your skills, your time, and your passion can change lives. As you watch these stories unfold, remember that every contribution, no matter how small, creates ripples of change. 

And to the nonprofits, remember that every story shared is not just a call for help; it's a beacon of hope and an invitation to join a cause that matters.

Let's make this National Volunteer Month a turning point, where the power of video storytelling becomes an opportunity to introduce new people to your work!