Optimizing the Volunteer Experience (VoX)
There are a lot of articles on the internet that speak of customer experience (CX), user experience (UX), and employee engagement (EE). Good businesses in the 21st century take feedback their customers provide, sometimes called Voice of the Customer or VoC, analyze it and come up with actionable tactics to improve their online or app-based interactions (UX) and/or their customers’ in-person encounters and transactions (CX). Businesses also look to keep their employees happy and engaged (EE) using a positive UX through the systems they interface with as well as through expressions of appreciation and career development guidance.
But what about not-for-profits? Clearly, they’re like traditional businesses with revenues, expenses, employees, and information systems. Beyond their efforts to attract donors, they can also have traditional customers. For example, membership to the YMCA is akin to a gym membership and performing arts centers sell tickets to shows. However, not-for-profits have an additional constituent beyond customers and employees that they greatly rely upon - volunteers.
When people are giving their time to help in the community, charities should make it as easy as possible for them to volunteer without needing to jump through a lot of hoops. Providing a positive experience to short-term volunteers tends not to be too difficult - have the volunteers sign the necessary waiver, then have some employees show them the basics of what the volunteers will need to do over the allotted time frame, and keep some employees nearby to help or answer questions when they come up. Processes like this have worked well during the times I’ve volunteered to hand out turkeys or toys over the holidays or participated in “paint and repair” for homebound homeowners in need.
However, the needle can move in either direction for the volunteer experience even when it’s short term. There was a time when a group I’m involved with volunteered to help dust and clean exhibit space at a local museum. It was relatively simple work but it was a little frustrating when we couldn’t find anyone on the staff to answer questions and provide additional cleaning supplies. At the other end of the spectrum, I feel I’ve had positive experiences when a leader of the charity begins or ends a work shift with an overview of the charity itself and the impact it makes in the community. If an organization can articulate to me how my little bit of work contributes to “repairing the world”, I’ll willingly come back again and again.
For organizations that need long-term volunteers, the overwhelming desire to make a positive impact to a cause that’s meaningful is generally the primary driver for a volunteer. But does the organization make it easy and enjoyable to participate or are there a lot of barriers that can frustrate volunteers? Here is a list of questions not-for-profits can benefit from considering:
For organizations that work with children and others at-risk of being taken advantage, background checks for volunteers is a necessary requirement. However, who will pay for the check? Are potential volunteers dissuaded from doing so if they need to pay for the checks themselves?
How much training will a volunteer require? Is there a cost to the training that is borne by the volunteer?
Are donations to the organization by volunteers “strongly encouraged” or are volunteers made to feel that the giving of their time is greatly valuable in and of itself?
Can customers easily differentiate between employees and volunteers when they’re interacting with them? Some organizations have volunteers wear the same “uniforms” as their employees – this can help volunteers feel empowered, but do customers have different service expectations of employees versus volunteers?
For volunteer positions that require leading other volunteers, does the volunteer-leader have the leadership skills, organizational skills, and emotional intelligence to effectively manage people?
How does an organization express appreciation for its volunteers? Zoos, aquariums, museums and performing arts centers can waive fees and provide complimentary memberships, but what about service-driven organizations?
How much employee support are volunteers provided? When guidance or assistance is needed off-hours or on weekends are employees/managers with decision making authority readily available?
Many of the answers to the above questions will affect whether new volunteers will convert to become long-term ones and continue to serve a not-for-profit year after year. Creating an experience where volunteers feel valued and appreciated can reduce volunteer turnover and thereby help an organization’s bottom line and mission. But providing an experience where the volunteer feels like an unappreciated employee or they feel the requirements needed to contribute their time isn’t worth the effort can drive away both a capable volunteer as well as their potential donations.
One final thought - since “VX” is already being used to identify Visitor Experience, I say we should call this new metric “VoX”.
For more information about how an organizational development consulting firm can help optimize your volunteer experience, contact us today.