How Charities Can Unlock More Volunteer Potential
Many charities face the same challenge: people want to help, but competing priorities often get in the way. Research shows that 68% of consumers are interested in volunteering, creating a significant opportunity for organizations that can make participation easier, more meaningful, and more accessible.
People want to help.
In fact, research shows that 68% of people say they want to volunteer for a charity in the coming year. Yet significantly fewer are actually doing it.
That's an important reality for organizations competing for time, attention, and support. While economic pressures continue to impact giving, volunteering represents an opportunity that many charities may be underestimating.
The challenge isn't necessarily a lack of desire. It's that consumers are juggling countless priorities every day. Between work, family commitments, finances, personal obligations, and the thousands of brand and media messages they encounter, even the best intentions can struggle to translate into action.
For charities, that creates an important question: what helps move someone from wanting to volunteer to actually getting involved?
The answer may be simpler than many organizations think.
One of the strongest themes emerging from recent research is the importance of reducing friction. Many supporters are willing to help, but they need clear pathways to do so. The easier it is to understand opportunities, register, and get started, the more likely action becomes.
We've also seen that today's volunteers are far from passive. They're active, engaged, and highly community oriented. They are more likely to seek out opportunities to learn new skills, participate in community activities, and support organizations that align with their values.
That means volunteer recruitment is not just about asking for help. It's about clearly communicating impact and making participation feel meaningful.
The organizations that stand out are often those that successfully connect three things:
A clear purpose
A positive volunteer experience
A visible impact on the community
When those elements come together, volunteering becomes more than a transaction. It becomes a relationship.
For charities, that's particularly important in an environment where financial support can fluctuate. Building strong volunteer engagement today can help strengthen advocacy, fundraising, awareness, and long-term loyalty tomorrow.
The opportunity is there. The question is whether organizations are making it easy enough for people to act on their good intentions.
Want to see the full data, case studies, and/or practical strategies organizations can use to increase engagement?
Download the full report and watch the webinar recording for deeper insights into what's driving volunteer participation and how charities can close the gap between intention and action.