How to recruit volunteers: a practical playbook

Ashley Staines, co-founder of Volunteero, hears the same thing from charities every week: “We are struggling to recruit volunteers.” It isn’t easy, and the numbers show why. Government figures show that the share of adults in England formally volunteering at least once a month fell from 23% in 2019/20 to 16% in 2021/22, and it was still only 18% in 2025/26.

There is good news too. Deloitte’s 2021 Global Millennial Survey found that 44% of millennials and 49% of Gen Z are involved in volunteering, often driven by causes such as social justice and climate change. This guide brings together what you need for a volunteer recruitment strategy that works.

Understand why people volunteer

People volunteer for many reasons. Some want to give back, some want skills for a future career, and some simply want a good reason to leave the house on a Saturday morning. Find out what drives the people you want to reach before you start. Our guide to why people volunteer covers the main motivations.

Match your mission to their motivation

Connect their reasons with your mission. Recruiting young professionals? Show how volunteering builds a CV. Need long-term commitment? Talk about community and connection. And keep roles flexible so they fit around busy lives.

Plan your recruitment strategy

Define what you need

Work out exactly what you need before you advertise. “We need help” tells nobody anything. Decide which roles you need, the skills each one requires and how much time it takes, or you’ll attract enthusiastic people into roles that don’t suit them.

Create volunteer personas

Picture your ideal volunteers. Are they retired people with time to spare, or digitally confident Gen Z? Write short personas covering who they are, what motivates them and where you’re likely to find them. If that sounds like marketing, it is: recruitment is marketing.

Where to find volunteers

Online recruitment platforms

Post clear, detailed roles where people look for opportunities, such as Volunteero, Reach Volunteering, Do-It, The Big Help Out and Indeed. Be specific: “We need help!” doesn’t work.

Your local community

Partner with local businesses, schools and universities, and don’t overlook corporate partnerships: many companies want to involve their employees in community projects. Think beyond the community centre too. Where do the people you want to reach spend their time? Gyms, padel courts, coffee shops, pubs and nail salons are often happy to support their community.

Universities and colleges

Many students are looking for hands-on experience. A stall or a short talk on campus reaches them directly.

Former volunteers

People who have volunteered with you before already know your work. Invite them back and ask them to champion your cause: first-hand accounts are some of your most convincing recruitment material.

More recruitment ideas

• Open days. Let people meet your team and existing volunteers, and see what a role involves before they commit.

• Themed recruitment drives. A seasonal campaign, such as a “Summer of giving”, gives people a reason to sign up now.

• Tackle misconceptions. Many people assume volunteering takes more time than it does. Show how small the commitment can be.

Write roles people want to do

Write engaging role descriptions

Be specific, clear and inviting. Use short bullet points, explain the difference the role makes, and include the skills needed and the time involved. A vague description leaves people unsure whether to apply.

Offer flexibility

Not everyone can give a full day each week. Microvolunteering, remote roles and flexible schedules appeal to busy professionals and students, and volunteers stay longer when they don’t feel trapped by their commitment.

Get your message across

Tell stories

People respond to stories more than statistics. Share what current volunteers do and the difference it makes, for example: “Jessica joined us as a volunteer three months ago, and her work has helped feed over 200 families. Here’s how you can make a similar impact.”

Use several channels

Don’t rely on one channel. Share roles on social media, in newsletters, on your website and at events, and adapt your tone to each. LinkedIn suits professional roles; Instagram suits visuals and behind-the-scenes content.

Ask your volunteers to help

Your current volunteers already believe in your mission. Ask them to share your posts, bring a friend to a taster session or give a short talk at work. Their networks reach people you can’t.

Screen and select

Applications and interviews

Keep application forms short and focused, and interviews relaxed but useful. Ask about motivations and expectations as well as skills. See our list of interview questions for volunteers.

Background checks and references

Depending on the role, you may need background checks, such as DBS checks, or references. Build them into the process early so they don’t delay a volunteer’s start.

Make onboarding count

If new volunteers feel lost or undervalued at the start, you risk losing them. Welcome them properly: introduce them to the team, explain how their role fits your mission and add personal touches such as a welcome message. Pairing each new volunteer with an experienced buddy helps them feel they belong.

Retention starts with recruitment

Recruitment and retention aren’t separate. Keep volunteers engaged, recognise their contributions with thank-you notes, appreciation events and digital badges, and give them chances to grow. Showing the difference volunteers make, with numbers and stories, motivates current volunteers and attracts new ones. Read more about volunteer retention.

How Volunteero helps

With Volunteero you publish roles everywhere at once, collect applications through your own forms and gather references in one place, then onboard and recognise volunteers in the same platform. See how volunteer recruitment works in Volunteero.

Want to volunteer but don’t know where to start? Download our app for volunteering and find opportunities near you.