Applying Product Management to Volunteer Programs: Why Do People Volunteer?

Years ago, I was running marketing for a dance show for a nonprofit organization. The marketing paid off handsomely—we sold out three days before the show. The performance itself brought a creative freshness and won rave audience reviews. However, when we conducted a post-event participant survey, we uncovered a surprising insight: while participants loved the quality of the show, most said they would not return for a similar show the following year. The reason? They did not enjoy the process.

This small insight prompted me to investigate how other nonprofits in the area were managing their volunteer programs. The feedback we collected helped us design a much better volunteer program, shaping the narrative that we were one of the best places to have an impact, feel valued, and have fun. Over ten years, nearly 200 volunteer artists performed with the organization, with many returning year after year, each committing close to 100 hours.

This story is significant because it allowed me to apply product management principles to designing great volunteer experiences.

Understanding Volunteer Motivations

In product management, a key step in building new products and services is understanding who the user is and what their needs are. This ensures products are loved and used long-term. Given how real volunteer churn is, we can apply a similar process to design Volunteer Programs in the nonprofit world.

Understanding the needs of an individual requires research—this can be as simple as talking to them or having them fill out lightweight surveys. Below is a list of the most common motivations I’ve heard in conversations with volunteers from various organizations. While not exhaustive, it serves as a strong starting point, especially for a nonprofit that has never engaged in understanding what makes their volunteers tick.

Common Volunteer Motivations

• Making an Impact and Giving Back: Many people are driven by a desire to make a difference in their communities or in the world. Volunteering for a non-profit or serving on the board allows individuals to contribute to causes they care about and see the impact of their efforts. This desire to give back can be deeply fulfilling​
  

• Professional Development/Leadership Development: Non-profits offer opportunities to develop new skills or enhance existing ones, and often in risk free environments. This can include leadership, influence, strategic planning, fundraising, and public speaking. Board service, in particular, provides a platform for gaining experience that can be valuable in one's career​. You are often managing or directing people over whom you have no direct control, unlike at your workplace.
  

• Networking Opportunities: Joining a non-profit board or working for a non-profit can expand one's professional network. It provides the chance to meet and collaborate with like-minded individuals, community leaders, and professionals from various sectors​. This is especially true for high networth individuals, enterpreneurs, business leaders, mid-career executives.
  

• Fun and Enjoyment and a sense of community: Non-profit work can be enjoyable and fulfilling, providing a sense of camaraderie and community. Many people find joy in working with others towards a common goal, making the experience rewarding and enjoyable​​. For new comers to a city, and that includes immigrants, non-profits are a great place to find people you can socially engage with.
  

• Career Transition or Entry: For those looking to enter a new field or transition careers, non-profits offer a unique entry point. Volunteering or serving on a board can provide relevant experience and help build a resume that appeals to future employers​ (The Muse)​​ (Fynzo)​.

  
  

• Community Recognition: Being involved with a non-profit can also lead to recognition within the community. This can enhance one’s reputation and provide a sense of accomplishment and validation for their efforts​ (Joan Garry Consulting)​.

  
  

• Health Benefits: Engaging in charitable work and volunteering has been shown to have numerous health benefits, including reduced stress, increased immunity, and overall improved mental health​ (Fynzo)​.

  
  

• Learning and Growth: Serving on a non-profit board can provide a unique learning experience, teaching patience, diplomacy, and other interpersonal skills. It's an opportunity to grow personally and professionally while contributing to meaningful causes​ (Joan Garry Consulting)​​ (Karen Eber Davis Consulting)​.

  
  

• Mentorship Opportunities: Joining a non-profit can also provide opportunities for mentorship, both as a mentor and mentee. This can be a valuable way to develop leadership skills and support the growth of others in the community​ (BoardSource)​.

Reflective Questions

As a leader in a nonprofit, consider the following:

1. Which of these motivations are new to you?

2. When you meet a prospective volunteer, do you have a process for understanding what they expect from the organization?

3. Which of these motivations are organically happening in your programs?

4. Which of these have you consciously integrated into your program, and how much time and resources are you dedicating to facilitating them?

   
   

Understanding and addressing these motivations can transform your volunteer programs, making them more effective and sustainable—much like how applying product management principles transformed our approach after that memorable dance show.