A major nonprofit campaign, like a comprehensive or capital campaign, requires all hands on deck....
Volunteers are the superheroes of any nonprofit organization. They dedicate their time, skills, and passion to advancing your mission, often serving as the backbone of your cause.
But what if these engaged volunteers could also become some of your most loyal donors?
Transitioning volunteers into donors is not just a fundraising strategy—it’s an opportunity to deepen relationships, build long-term support, and ultimately strengthen your organization's impact.
In this blog post, we’ll walk through the key steps to crafting an effective volunteer-to-donor journey. By fostering engagement, making a thoughtful ask, and stewarding lasting relationships, nonprofits can unlock new levels of generosity from those who already believe in their mission.
You can catch the entire conversation on-demand here!
Volunteers are the Champions of Your Cause
Before we dive into the step-by-step process, let’s acknowledge an important fact: Volunteers are already deeply aligned with your mission and values. They dedicate themselves in a 360-degree way—not only giving their time but also advocating for your cause within their communities. They are some of your best champions, and when engaged properly, they can be the key to solving your nonprofit’s generosity challenge.
The first step in transforming volunteers into donors is understanding their value beyond their hands-on contributions. Volunteers are already invested in your success. They believe in your mission. Now, it’s about showing them how financial contributions can further their impact.
The Power of Collaboration: Bringing Teams Together
Crafting a volunteer-to-donor journey isn’t a solo effort. It requires a cross-functional approach that brings together key stakeholders within your organization, including volunteers, fundraising, development, and marketing teams.
A great way to start? Host a collaborative strategy session. Gather your team in a room, bring a whiteboard, and set a shared goal. For example, if your goal is to increase funding to build more beds for children in need, every team should contribute ideas on how to engage volunteers in supporting this initiative financially.
This cross-departmental collaboration ensures alignment and creates a unified strategy for transforming volunteers into donors.
Introducing a Financial Opportunity
The journey begins with awareness. Many volunteers don’t immediately think of themselves as potential donors, so the first step is to introduce them to the idea in an organic and meaningful way.
One effective method is integrating financial giving into your existing communications. This could be:
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Adding volunteers to your email newsletters with donor impact stories.
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Sharing financial giving opportunities on social media where your volunteers are active.
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Highlighting how financial contributions complement their hands-on work.
For example, instead of approaching Bob and Sue and asking them for a large donation upfront, consider a more natural approach:
“Bob and Sue, I know you’ve been dedicated to building fenced enclosures for dogs that were previously chained up. Did you know that a $100 quarterly contribution could provide supplies for even more builds beyond the ones you’re personally working on?”
By tying financial support directly to their volunteer work, you create a compelling reason to give.
Deepening Relationships and Personalizing Experiences
Building strong relationships with your volunteers lays the foundation for future donations. Personalization is key here—get to know your volunteers beyond their service.
Ask simple yet meaningful questions:
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What brought them to your organization?
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What personal connection do they have to your cause?
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What do they do outside of volunteering?
You don’t need an extensive database or a complex CRM system to do this—just a genuine interest in your volunteers as individuals. Recognizing their contributions and making them feel valued goes a long way in setting the stage for a financial ask.
Making the Ask: Overcoming the Fear of Fundraising
Many nonprofit professionals, especially those outside of the development team, feel intimidated by the idea of asking for financial contributions. However, when done correctly, asking a volunteer to donate doesn’t feel transactional—it feels like a natural extension of their commitment.
Keys to a Successful Ask:
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Timing is Key: Ensure you’ve built a strong relationship before making the ask.
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Use Data to Inform Your Request: Many CRMs offer financial modeling tools to help identify appropriate giving levels for individuals.
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Frame the Ask with Impact: Instead of simply requesting money, show what their contribution will accomplish.
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Make It Personal: Relate the ask to their volunteer experience.
For example:
“Bob and Sue, your dedication to building enclosures for rescue dogs has already made a huge impact. With a $1,000 annual donation, we could help unchain 50 more dogs, provide shelter, and cover food and medical care for pet owners in need.”
This approach makes the donation feel like a continuation of their work rather than a separate obligation.
Keeping Donor-Volunteers Engaged for Lifelong Support
Once a volunteer becomes a donor, the journey doesn’t end—it evolves. Stewardship is about maintaining and deepening the relationship over time.
How to Keep Volunteer-Donors Engaged:
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Regular Updates: Send impact reports, quarterly newsletters, and personalized thank-you messages.
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Exclusive Invitations: Invite them to behind-the-scenes events, special appreciation luncheons, or donor recognition gatherings.
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Automate Where Possible: Use marketing tools to streamline communication and ensure they stay informed about new projects they’ve helped fund.
The key is to avoid the “one-and-done” donation trap. Instead of seeing the donation as a transaction, view it as part of an ongoing relationship that requires continuous nurturing.
Measuring Success and Optimizing Your Strategy
How do you know if your volunteer-to-donor strategy is working? Measurement and optimization are essential.
Key Metrics to Track:
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Conversion Rate: What percentage of volunteers become donors?
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Average Gift Size: Are volunteer-donors contributing more over time?
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Retention Rate: How many volunteer-donors give again the following year?
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Feedback and Surveys: Directly ask volunteer-donors how you can improve their experience.
Collecting and analyzing these insights will help refine your approach and continuously improve your strategy.
The Bigger Picture: Creating a Culture of Giving
The volunteer-to-donor journey isn’t just about securing donations—it’s about fostering a culture where volunteers see financial contributions as an extension of their impact. By building awareness, deepening engagement, making thoughtful asks, and stewarding lifelong support, nonprofits can transform volunteers into donors in an authentic and meaningful way.
As you refine your strategy, remember to keep the focus on relationships. Volunteers who become donors are not just financial supporters—they are lifelong champions of your mission. And when nurtured properly, they can even become legacy donors, including your organization in their wills and testaments for long-term impact.
By taking intentional steps today, you can create a community of supporters who give not just their time but also their resources—ensuring a stronger, more sustainable future for your cause.
