From Volunteer Manager to Fundraiser: Why Volunteers Might Be Your Best Donors
This April, National Volunteer Month, Amplify has some insight to share from three Ampsters who previously held the title “Volunteer Manager.”
The career move of stewarding volunteers to stewarding donors is not uncommon. In fact, it’s relatively natural when you think of the overlapping skill set that requires strong relationship-building, communications, and strategic thinking.
It is equally common for a volunteer to become a donor when your organization has the right pieces in place. The volunteers who show up week after week, who give their time generously, care deeply about the mission. They believe in the work. And often, they are ready — and eager — to give more, if simply given the opportunity.
Why Volunteers Make Great Donors
Volunteers are already emotionally invested. They’ve seen the impact of the work up close. Unlike a potential donor who may have opened your mailer or come across your latest social media post, volunteers know your organization.
That familiarity builds trust — and trust is what drives giving. According to the Fidelity Charitable Volunteerism and Giving Report, two out of three donors who volunteer say they donate to the organizations they volunteer for.
Why does Amplify encourage clients to not overlook their volunteers to reach fundraising goals?
Volunteers often give loyally over time, contribute non-cash support also (in-kind gifts, peer-to-peer fundraising, advocacy), and leave legacy gifts, especially from long-term volunteers who want their impact to last.
Maximize Giving Opportunities for Volunteers
If your organization treats volunteers and donors like two separate groups, perhaps even maintaining separate databases or mailing lists, you are missing out on the giving potential of volunteers.
To cultivate volunteers as donors, be sure to:
Include volunteers in donor communications, especially impact reports and campaign updates.
Segment appeals to personalize your ask for volunteers, acknowledging their service and ongoing commitment to mission.
Take advantage of “face time.” Not every “ask” should be in the form of a fundraising email or letter; schedule a coffee meeting and make time for in-person conversation after a volunteer’s shift.
Amplify recommends these additional strategies to help clients integrate a “volunteer-donor” mindset into the organization’s fundraising culture:
If at all possible, track volunteer engagement and fundraising within the same CRM. This provides a seamless picture of who is giving of their time and who is contributing financially, and where there is overlap or potential for new gifts.
Recognize volunteer-donors publicly. Highlighting multi-dimensional giving celebrates supporters that share their time and treasure and inspires other supporters to consider additional ways to deepen their support. One of our clients recently thanked volunteers in an e-newsletter and a volunteer responded with a meaningful gift!
Create space for volunteer managers and fundraisers to build shared commitment. As the “former volunteer managers now fundraising consultants” at Amplify can attest, it is critical for your volunteer and development departments to work in-step with one another. After all, those who are managing volunteers are ultimately cultivating some of the organization’s most passionate, committed future donors.
Final Thoughts
The step between volunteering and donating isn’t a leap — it’s often just a conversation. With Amplify’s integrated services and development expertise, we help clients develop and implement giving strategies for volunteers – connected, coordinated engagement designed to feel like a natural extension of their service instead of a shift in their relationship with the organization.
April is the perfect month to say “thank you” to your volunteers and to truly appreciate their commitment to your mission by recognizing them as the current or potential volunteer-donors that they are.