How to recruit digital volunteers

The UK is a nation of volunteers. Between the years 2020 and 2021, the NCVO reports that 16.3 people volunteered ‘formally’ and, around half of adults gave up some of their time at least once a year.   

However, when it comes to who exactly is volunteering, there appears to be somewhat of a generational divide. The UK Civil Society Almanac 2023 edition found that the lowest level of volunteering is amongst 25 to 34-year-olds, with the highest levels of participation coming from the older (likely retired) generation, aged between 65 and 74.  

This is where digital volunteering comes in. Digital volunteering allows younger demographics a chance to share the important tech-savvy skills that charities may lack. Generally speaking, both Gen Z and Millennials are familiar with digital technology, using it extensively in their day jobs, as well as spending time and money on their mobile devices. Their digital prowess is even reflected in the way they choose to donate – 57% of under-45s donated to charity online in the last three months, compared to 36% of donors aged over 45.  

Digital volunteering is also beneficial in that it can be more flexible and accessible, with volunteers potentially able to offer their skills remotely. They can share skills with existing volunteers and staff and allow all charities, no matter what their digital maturity, to unlock their full potential whether it’s saving time, money, or being able to deliver more impact for their cause. 

Here, we share our top tips for recruiting digital volunteers, from writing the initial advertisement to keeping them engaged. 

How to recruit digital volunteers 

Create an engaging job spec  

Start attracting digital volunteers by drafting an appealing role description. Include how the scope fits into impact. Our top tip here is to include a ‘day-in-the-life-of’ so volunteers get a good sense of what they will be doing.  

Manage expectations 

Give examples of what the expectations are in terms of dedicated time, skills and digital familiarity. For digital volunteers that might require more than internet access and a computer, take care to ensure how you’ll provide support.   

Be clear on impact 

Digital volunteers (and their in-person counterparts) don’t want to be side-lined in terms of recognition or impact. As part of the job specification, make sure to link the digital role to the mission.  

Age UK’s Digital Buddies programme ticks off exactly how the volunteer helps out. The charity outlines four key areas of companionship and builds on digital inclusion of older people. From this perspective, volunteers can easily discern how giving up their time contributes to the charity’s overall purpose.  

Tap into unusual skills 

Geography is no longer an issue with digital volunteering. A great advantage of recruiting digitally is that the skills you are looking for can be recruited from virtually anywhere. Take an opportunity to find a volunteer who can speak another language to support your beneficiaries. Or there might be someone who can revamp the website using coding skills. Digital volunteers might even find ways to solve your issue that you’d never thought of. If you’re clear about what your goals are from the outset, digital volunteers can bring the solutions needed to achieve them. 

Advertise online 

Adding the role advertisement on the charity website doesn’t go far enough. Make sure to spread the word by posting on recruitment platforms and job sites such as CharityJob and goodmoves in Scotland. Take an opportunity to review some of the existing volunteer profiles to see how the role compares with what’s out there.  

Recruit from your own programmes 

Overcome recruitment challenges by looking internally, at your own programmes, and in your own digital community. There may be a potential pool of volunteers in your donor CRM systems as well.  

Use social media  

LinkedIn, Instagram, and Facebook can really raise the profile of a digital volunteering role. Dig deeper into the audience segmentation process to find the right candidates. LinkedIn typically yields experienced workers, for example, while Instagram and Facebook likely provide recruiters with Gen Z and Millennial volunteers.  

In addition to posting the job specification, make sure you have an online presence that speaks to your charity’s purpose. Creating a digital community makes it more likely you’ll find volunteers there. Working with an influencer ambassador could be a good way to showcase how the digital role makes a difference.   

Respond with speed  

Since digital volunteers are working free of charge, do them a favour. When posting on social media, respond quickly to comments and appreciate the feedback. Applications should proceed along a clear timeline so that candidates aren’t left hanging.  

Be flexible  

Digital volunteering may not be for everyone who signs up. A trial period typically ensures that both parties assess fit without commitment.  

Glasgow Women’s Library has a unique approach to digital volunteering. As part of their programme to train volunteers to record podcasts, they learned not to expect participants to continue on the entire course. To account for those dropping out, the organisers folded in extra ‘intake’ opportunities over the time period.  

Include formal training and programming 

Once the digital volunteer has agreed to participate, treat them as if they are paid employees. Full digital induction programmes that include in-person training help with retention and demonstrate how valuable the volunteering role is. Ensure that the skills and length of the program are relevant for what the role entails.  

Strengthen your digital community 

Alumni from the digital volunteering experiences are great spokespeople. Encourage them to share by providing materials for them to post and distribute. 

Get feedback 

A digital survey before, during, and after the tenure can help organisers refine the recruitment process for the next round of volunteers and for those returning, too.