Volunteers Aren’t a Backup Plan: How to Lead, Equip, and Keep the People Who Show Up

By Willie Finklin, CFRE, The Grant GOAT

Let’s set the record straight: volunteers are not free labor.

They are not your emergency staffing solution or your last-minute plan B.

Volunteers are your first leaders.
Your early culture setters.
Your community ambassadors.

So if you’ve ever found yourself saying, “People just don’t want to volunteer anymore,” I challenge you to take a step back.
Because most of the time, it’s not a people problem—it’s a leadership one.

Let’s talk about how to attract, lead, and keep volunteers who don’t just show up—but stay.

People Want to Help—But They Don’t Want Confusion

Here’s a hard truth most nonprofit founders don’t want to hear:
The reason people ghost you after one volunteer opportunity? They didn’t feel useful. Or welcome. Or clear on what to do.

People are busy. Their time is valuable. So when they give you a piece of it, they want to know:

• Why does this matter?
  

• What exactly am I doing?
  

• How do I know I made a difference?
  

If you’re winging it, they feel it.
If you’re disorganized, they feel that too.
And they’ll quietly move on to the next cause that looks like it has its act together.

Volunteers Need a Plan, Not Just Passion

One of the biggest mistakes I see is nonprofits recruiting volunteers without a plan to train, support, or plug them in.

Don’t just put out a call for “help.” Create roles.

That could mean:

• Event setup coordinator
  

• Intake assistant
  

• Social media helper
  

• Mentor or reading buddy
  

• Program greeter
  

Give each role:

• A title
  

• A description
  

• A point of contact
  

• A schedule
  

• A reason why it matters
  

People rise to clarity. And they stay where they feel they belong.

The Onboarding Experience is Everything

You don’t need a fancy orientation program, but you do need to be intentional.

Here’s a basic volunteer onboarding checklist:

• Welcome email or call
  

• One-pager on your mission and how they’ll contribute
  

• Contact info for who to reach out to with questions
  

• Walkthrough of expectations (including dress code, start times, responsibilities)
  

• A thank-you message after their first shift
  

This simple structure creates an entirely different experience—one that says:
You matter. Your time matters. You are part of this.

Recognize Early, Recognize Often

Volunteers don’t stick around for the swag bag or the social media shoutout (though those help).
They stay because they feel seen.

So say thank you often. Publicly and privately.

• Send a quick video message after a big event.
  

• Highlight a volunteer of the month.
  

• Celebrate anniversaries or milestones.
  

• Ask for their feedback—and use it.
  

People give more when they feel like partners, not placeholders.

Leadership > Management

Managing volunteers means keeping track of schedules.
Leading volunteers means creating a space where people want to give their time—even when it’s hard, even when it’s not glamorous.

That starts with you.

• Are you showing up with clarity and care?
  

• Are you setting the tone with gratitude and purpose?
  

• Are you giving people a reason to come back?
  

When people feel led, they show up differently. And when your volunteers show up differently, so does your impact.

Don’t Just Fill a Slot—Build a Movement

If you’re doing this right, volunteering won’t feel like a task. It’ll feel like a mission in motion.

So don’t just recruit bodies.
Build buy-in.
Build belonging.
Build a community of people who feel just as connected to the cause as you do.

Your volunteers are the soul of your early-stage nonprofit.
Treat them like the game-changers they are—and they’ll stay long after the pizza and T-shirts are gone.

We’re rooting for you. You’re building something powerful. Let them help you carry it.