Volunteers are the lifeblood of nonprofit organizations. They contribute time, skills and passion to advance missions. In fact, volunteers comprise about one-third of the nonprofit workforce, and their time has an estimated monetary value of more than $33 per hour on average to organizations. Volunteers often become financial supporters as well, with data showing that 79% of people who volunteer also donate to the same nonprofit. However, recruiting and retaining volunteers has become a significant challenge for many nonprofits. The COVID-19 pandemic exacerbated these issues, causing volunteer participation to drop and forcing organizations to adapt.
In this article, we will review current volunteerism trends in the U.S. and Canada and outline effective strategies to recruit volunteers.
Volunteerism Trends in the U.S. and Canada
Declining Volunteer Rates:
Both the United States and Canada have seen a decline in formal volunteering in recent years. In the U.S., the national volunteer rate fell from around 30% in 2019 to a historic low of 23.2% during 2020–2021 amid the pandemic. The good news is that volunteering is rebounding. By late 2023, the rate climbed back to 28.3% of adults, approximately 75.7 million Americans, volunteering formally. Canada experienced a similar trend. The percentage of Canadians volunteering with nonprofits dropped from 41% in 2018 to about 32% in 2023, representing millions fewer volunteers. This decline means nonprofits today are competing for a smaller pool of active volunteers than a decade ago.
Changing Demographics and Preferences:
The profile and preferences of volunteers are shifting. Notably, younger generations are very willing to volunteer, with more than half of Millennials and Gen Z adults reporting volunteering, and 54% of Gen Z having volunteered recently. However, these younger volunteers also expect more convenience and flexibility. Seventy-three percent of Gen Zers say they look for easy ways to volunteer online.
Overall, volunteers are gravitating toward more short-term or episodic commitments. Research shows that the traditional long-term “anchor” volunteer who serves regular hours for years is becoming rarer. Many people now prefer project-based or occasional volunteer gigs that fit their schedule. Additionally, virtual volunteering has grown. About 18% of volunteers serve online as of 2025, a major shift toward digital engagement. These trends imply that nonprofits must modernize their recruitment and volunteer programs by offering micro-volunteering, remote options, etc., to attract today’s volunteers.
Recruitment Challenges:
It’s no surprise that finding volunteer help is a top concern for nonprofits. A majority of organizations, about 62%, have reported that recruiting volunteers is a “big problem” for them. In a 2024 sector survey, 26% of volunteer coordinators said that volunteer recruitment was their number-one challenge. The pandemic disruptions, coupled with individuals’ busy schedules and new expectations, have made volunteer recruitment tougher than ever.
Strategies for Successful Volunteer Recruitment
To improve volunteer recruitment, nonprofits should adopt a multi-faceted approach. Below are five effective strategies with tips to engage potential volunteers in the U.S. and Canada.
1. Define Clear Volunteer Roles and Expectations
Make it easy for people to understand how they can help. When advertising volunteer opportunities, provide specific role descriptions including what tasks a volunteer will do, the time commitment, location or if it’s virtual and the impact of that role. Clarity is crucial. Nobody wants to show up feeling useless or confused.
Volunteers are more likely to sign up when they know exactly what to expect and why their work matters. For example, instead of a vague “Help our organization” call, say “Seeking volunteers to staff our 3-hour Saturday fundraising event, greet attendees and help with registration.” Clear guidelines ensure volunteers feel their time will be well spent, which sets the stage for a positive experience and repeat service.
2. Leverage Social Media and Online Outreach
Meet potential volunteers where they already are: online. Use your nonprofit’s social media channels to spread the word about volunteer opportunities and the mission behind them. Post engaging content that highlights the impact volunteers have, share stories or photos of volunteers in action and include calls to action (“Sign up to volunteer at our upcoming event!”). Your social networks can be a goldmine for finding helpers. By building an engaged online community, you’ll have an eager audience when you announce a volunteer need.
Also, consider posting opportunities on volunteer match websites, with local volunteer centers and in community online forums or neighborhood groups (e.g., Facebook or Nextdoor groups) to announce volunteer opportunities and reach people actively looking to donate their time.
3. Tap into Your Existing Supporter Base
One of the best pools of potential volunteers is the people who already care about your organization. Reach out to those who have donated, attended events or subscribed to your newsletters as they’ve demonstrated interest in your cause and might love a chance to get involved directly. Similarly, reconnect with past volunteers and invite them back. Even if someone can’t volunteer again right now, they may refer a friend or return in the future.
Send a friendly email or call past supporters saying, “We appreciate your past support. Would you be interested in volunteering this season?” You might be surprised how many donors or lapsed volunteers say, “Yes, I’d love to help.” Remember, volunteers tend to be donors and vice versa, so engaging this group creates a virtuous cycle of support.
4. Simplify the Sign-Up Process (and Follow Up Fast)
Remove barriers to entry so that interested people can volunteer with minimal hassle. Long or cumbersome sign-up processes will turn away busy folks. Instead, provide a short, user-friendly volunteer registration form on your website, via Google Forms or another platform, to collect basic info and availability. Ask only for essential details initially. You can always gather more info later.
Equally important is to respond promptly when someone expresses interest. Don’t let a hot prospect grow cold. If a potential volunteer signs up or inquires, aim to follow up within 24-48 hours if possible. Even a simple “Thank you for signing up! Here are the next steps…” email or call makes a difference. People who volunteer their info often want to start right away or they may lose interest if they hear nothing. If you receive many volunteer inquiries, consider automating the immediate follow-up email or assigning a team member or volunteer coordinator to promptly engage each new lead.
5. Build Partnerships for Recruitment
Extend your reach by partnering with local businesses, schools and community groups. Many companies today encourage employee volunteering as part of corporate social responsibility programs, with some even giving paid time off for volunteering. In fact, about 60% of companies provide employees paid Volunteer Time Off (VTO), and another 20% plan to start such programs.
Likewise, reach out to universities, high schools, faith-based groups and service clubs. Students and young adults often seek volunteer hours for school requirements or to gain experience, and retirees or church groups may be eager to serve a good cause. You can offer presentations, send flyers to such groups or list opportunities on campus job boards and community bulletin boards. By forging relationships with these institutions, you create a pipeline of volunteer talent.
Smart Support for Your Mission
Volunteer engagement is only one piece of the puzzle. Managing phone inquiries, processing donations and following up with supporters can stretch your internal team thin. That’s where AnswerNet Nonprofit comes in. We help nonprofits across the U.S. and Canada with 24/7 contact center services. Our team can assist with volunteer and donor outreach, inbound support for events and hotlines, seasonal or campaign-based overflow and more. For organizations with regulatory or privacy concerns, our V-SURE Suite™ adds powerful tools to help nonprofits protect their mission and meet compliance obligations without adding friction to the supporter experience.
Connect with us to explore how our nonprofit contact center services can help you engage more volunteers, reach more supporters and operate more efficiently.
