5 Tips for Mobilizing Your Nonprofit’s Volunteers Quickly

As a nonprofit organization, volunteers make up an invaluable part of your supporter base. In fact, Double the Donation’s roundup of volunteer statistics indicates that about one-third of the nonprofit workforce is volunteers. But volunteers have busy schedules—do you have a plan in place for assembling them at a moment’s notice?

Consider a time when your organization needed immediate support, whether for disaster relief or to secure additional staff at a community event. In these scenarios, your staff is often already working overtime to deliver services to its constituents and may not have the bandwidth to rally volunteers. This is why planning ahead using pre-set strategies and time-saving technology like AI is crucial.

In this guide, we’ll cover practical tips for mobilizing your volunteers on short notice, from using channels like SMS to quickly reach supporters to automating time-consuming tasks.

1. Start with a clear mobilization plan.

Develop a detailed, shareable plan that your team can reference when the urgent need for volunteers arises. This plan should lay out the strategies and tools they need to quickly tap into your volunteer network and rally support. Emphasize that staff should lean on your current volunteer data to reach and engage these supporters.

Key elements to include in your mobilization plan are:

• Activation protocols, including the specific triggers that warrant these efforts, indicate key decision-makers, etc.
• A multi-channel communication plan (e.g., social media, text, email, phone) with customizable, ready-to-use templates.
• Safety and risk procedures and documents, like your volunteer liability waiver, insurance information, and requests for emergency contact information. 
• Logistics support, including details on check-in processes, volunteer scheduling, transportation, etc.
• Recognition and follow-up communication templates, such as thank-you message templates or surveys.

Consider reviewing or revising your volunteer application and onboarding process as well. For instance, you might create a more streamlined version of the application for urgent scenarios.

2. Use rapid communication channels.

Prioritize communication channels designed for sharing quick, real-time alerts and updates—think text messages rather than direct mail. Some of the best channels to use here include:

• Text messages or SMS: As outlined by Mogli’s guide to SMS marketing, this channel has a host of benefits. The average text open rate is 98%, ensuring your volunteers will see your request for support. Remember to only text supporters who have opted in, keep your messages concise, and add a clear call to action.
• Email: This channel is best for sharing more detailed instructions or sending attachments. While you can use it to notify volunteers, it may function better as a way to send follow-up communications with supporters who engage with texts or push notifications first.
• Social media: Post about your need for support across your social media accounts to spread awareness and even attract those who haven’t volunteered or contributed before. Don’t forget to post in any groups or forums (e.g., Facebook Groups) you run, too. 
• Push notifications via your volunteer management app: If you use a mobile app to manage and engage your volunteers, share instant alerts with those who have the app downloaded.

Make sure you have the infrastructure for these communication channels up and running in advance, and look for platforms with features like automation or mass messaging capabilities. This will make it quick and easy for staff to communicate with volunteers without burning out or wasting time on repetitive tasks.

3. Rely on existing networks. 

While posting on public platforms like social media may attract some first-time supporters to these urgent volunteer opportunities, it’s best to target those who are already familiar with and sympathetic to your cause. 

This means reaching out to existing volunteers first, as they are the most likely to volunteer again. But you can also think outside the box and engage groups and individuals like:

• Your board members, staff, and their networks
• Regular donors who may not have volunteered yet
• Corporate volunteer programs
• Faith-based organizations
• Schools and universities
• Community groups and clubs
• Other nonprofit organizations or emergency response networks

As we’ll discuss in the next section, the right technology will make it easy for your nonprofit to target these key audiences with tailored messages. 

4. Leverage automation and segmentation.

Workflow automation and audience segmentation tools allow your team to get more done with less manual effort. Start by choosing communication tools with these capabilities. Then, use them to:

• Segment your audience. In this context, you’ll want to focus on existing volunteers and other highly-engaged supporters (e.g., monthly donors who frequently attend events). Consider segmenting these groups based on factors like geographic location, skills, and availability to target potential volunteers who are willing and able to help out.
• Automate key communication sequences. Create automated sequences that launch in response to certain triggers. For instance, start the sequence with an SMS alert, and automatically send a follow-up email with more details. Share confirmations and reminders with volunteers once they sign up, and send post-opportunity volunteer appreciation messages afterward.
• Set up branching or smart responses. Generate relevant, automatic replies that trigger different follow-up actions based on users’ responses. You might share a text message that says, “Urgent: We need volunteers to distribute emergency supplies at 124 Main Street tonight. Reply YES if you can help, and NO if you cannot.” If supporters reply with “Yes,” they’ll get an automatic response confirming the details, while those who respond “No” will be prompted to share the opportunity with a friend. 

Thanks to technology, your nonprofit can easily tailor communications to recipients’ interests and preferences without burdening your staff. Audiences are more likely to notice and respond to relevant communications, increasing the success of your mobilization efforts.

5. Delegate and activate on-the-ground leaders.

You’ve done the preparation and outreach needed to mobilize your volunteers—but now that they’re here, do you have a clear plan for leading them?

Make sure to have on-the-ground leaders ready to manage your volunteers and oversee these efforts. Identify volunteer leads or captains ahead of time. Clearly outline the details and requirements of the role (e.g., needing to be “on call” in the event of emergencies) so they can make an informed decision. Then, provide training and guidance on decision-making so they can act independently in the field. 

Additionally, share and gather updates from volunteers using rapid-response communication channels, such as text messages or your volunteer management app. You’ll have more sets of eyes and ears on the ground, allowing you to do more without burning out.

Being able to assemble volunteers when urgent needs arise is crucial to providing your beneficiaries with the services they need—but this isn’t something that can be left to the last minute. You need a plan, the right communications infrastructure, and capable leadership. Start by evaluating your current mobilization process and addressing any gaps. 

By implementing the tips explored above, you’ll prime your staff and volunteer base to hit the ground running when the next natural disaster, public health crisis, or advocacy emergency strikes.