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Flexibility and recognition: the secret to retaining volunteers

The UK’s tradition of volunteering has long been the backbone of charitable work, from historic healthcare services to the crisis response efforts seen during COVID-19. Yet, even with over 170,000 registered charities, many organisations today struggle with a critical challenge: recruiting and retaining volunteers.

3 minutes

by James Vjestica

Thought Leadership Expert

Posted 11/12/2024

For charities like the Royal Society for the Protection of Birds (RSPB), volunteers are vital. Representing 85% of their workforce, around 14,000 people generously give their time to help protect nature and wildlife. Recognising their importance, the RSPB has focused on transforming the volunteer experience, tailoring roles, and embedding flexibility to ensure volunteers feel valued and supported.

Alan Murray, Head of Volunteering at the RSPB, explains:

“Volunteers today need flexibility. By understanding their motivations and providing tailored roles, we’ve been able to create a fulfilling experience that keeps them engaged.”

Evolving roles for modern volunteering

While the image of volunteers often centres around visible, front-line roles in charity shops or foodbanks, the landscape has evolved. Increasingly, charities are creating roles for social media managers, digital campaigners, and equality and diversity champions, many of which can be performed remotely.

Yet, barriers to volunteering persist. People are working later into life, dedicating time to other hobbies, or encountering overly complex application processes. Research from The Access Group’s Not-for-Profit division highlights that 37% of volunteers leave roles due to time constraints.

To combat these challenges, the RSPB has embraced flexible volunteering arrangements. As a result, the charity has bucked the sector trend of declining numbers, achieving a 3% year-on-year increase in volunteer recruitment.

Retention over recruitment

For the RSPB, retention is key. By identifying volunteer expectations and interests early on, they ensure roles align with individual goals. This alignment fosters long-term relationships while keeping volunteers engaged.

Recognition also plays a central role in the RSPB’s approach. Alongside local appreciation events, the charity offers:

  • Long service awards and Volunteer Thank You cards, granting free access to nature reserves and discounts at shops and cafés.
  • Participation in Volunteers’ Week, with a chief executive-led webinar thanking volunteers for their efforts.
  • UK-wide award ceremonies to celebrate volunteer achievements.

“When volunteers feel valued and see the real difference their contributions make, they’re more likely to stay with us,” says Alan.

The charity’s volunteer management system (VMS) also ensures clear communication and engagement, helping volunteers stay informed about events and developments.

The role of technology

The future of volunteering lies in adaptability and innovation. Technology offers opportunities to enhance recruitment processes and improve the volunteer experience. As Alan notes, accommodating busy lifestyles through flexible and remote volunteering options can open doors to a broader pool of passionate individuals.
By prioritising volunteer satisfaction and using tools like VMS to streamline operations, the RSPB demonstrates how organisations can thrive even in challenging times.

Boosting volunteer engagement with Access Assemble

One of the standout features of Access Assemble is its ability to streamline volunteer engagement. Charities can coordinate regular volunteer meetings, ensuring clear communication and fostering a sense of community among their teams. The platform also supports reward and recognition initiatives, allowing organisations to celebrate volunteer achievements and milestones directly through the app. By centralising these efforts, charities can create a more connected and engaged volunteering community, while offering a seamless and rewarding experience for their volunteers. This enhanced engagement not only strengthens retention but also reinforces the positive impact volunteers bring to the organisation's mission.

How Access Not-For-Profit Supports Your Charity

At Access Not-For-Profit, we empower charities to attract, manage, and retain volunteers and donors through cutting-edge software solutions. Our cloud-based tools, including CRM, volunteer management systems, digital advertising, and donation processing, are tailored to meet the unique needs of the sector.

For organisations looking to enhance their volunteer strategies through reward and recognition, Access Assemble provides an innovative platform to simplify recruitment, streamline processes, and improve engagement.

With Access Not-For-Profit, your charity can confidently adapt to modern challenges, ensuring continued success in making a difference.

By James Vjestica

Thought Leadership Expert

Meet James Vjestica, our ‘Digital Content Manager’ for the Not For Profit division. James has spent over 5 years working with software providers who supply specialist solutions that enhance the processes of organisations within niche sectors.

In addition to his technical experience, James has been affiliated with the Not For Profit sector at key stages of his career. This has included participating in a voluntary role at a local hospice prior to attending University, and upon graduating, accepting a role for a Social Enterprise in North Nottingham that supported members of the community to gain employment.

These roles highlighted the importance that organisations within the Not For Profit sector play, which has since inspired him to raise money for charity on several occasions.

At Access, James now draws on these experiences to consistently strategise content campaigns that will guide you through insightful journeys; clearly outlining pain points, how these obstacles can be tackled, and introducing viable solutions.