Volunteer Recruitment and Retention Using Recognition to Engage People, Retain Talent and Accelerate Performance Source: A. Gostick and C. Elton.

Volunteer Recruitment and Retention

Using Recognition to Engage People, Retain Talent and Accelerate Performance

Source: A. Gostick and C. Elton

How do you recruit?• Internet

• Mailing

• Newspaper

• One-on-one

• Another volunteer

• Friend

Actually, recruitment is not as hard as retention

Before we talk about retention, lets review LEADERSHIP.

“Leadership” is typically defined so broadly that its meaning is individually determined.

Leadership is not a personality trait—it involves more than charisma.

What does it mean to you?

The role of the leader is to create an environment where all performers will choose to execute the mission, vision and values of the organization.

Leadership is about affecting behavior.

What does it mean to you?

Defining Leadership

“Leadership is the wise use of power. Power is the capacity to translate intention into reality and sustain it.” – Warren Bennis

“Leadership is the art of getting someone else to do something you want done because he wants to do it.”

– Dwight Eisenhower

“The best leaders are those most interested in surrounding themselves with assistants and associates smarter than they are. They are frank in admitting this and are willing to pay for such talents.”– Amos Parrish

“Leadership is dynamic, and the right to lead must be earned individually with each person you meet.” – John Maxwell

“Leaders aren't born, they are made. And they are made just like anything else, through hard work. And that's the price we'll have to pay to achieve that goal, or any goal.” – Vince Lombardi

Views of Leadership*

TRADITIONAL• Authoritative• Special people who

set direction• Individualistic

world view• Leaders are heroes

who rise in time of crisis

NEW• Designers• People stewards• Clear vision• Improve shared

mental models• Group-oriented• Teachers

*P. Senge, 5th Discipline

Components of New Leadership

• Inspires organizational vision• “Designs” the organization• Possesses personal and universal purpose• Teaches about purpose and structure• Generates and manages creative tension

The Study

• 10-year study

• 200,000 interviews of managers

• Utilized surveys and focus groups

• One-on-one interviews with more than 500 CEOs

The Research Behind the Principle

In response to the statement, “My organization recognizes excellence,” the organizations that scored in the lowest category had an average return of equity (ROE) of 2.4%. The top quarter had an average ROE of 8.7%.

In response to the statement, “My manager does a good job of

recognizing employee contributions,” the companies rated highest by employees also scored high for customer satisfaction and retention.

Of the people who report the highest morale at work, 94% agree that managers are effective at recognition.

What do you think motivates volunteers?

Purposeful Recognition

GREATER RETENTION

What is Purposeful Recognition? A leader’s ability to recognize employees’

talents and contributions in a positive manner.

Results:

• Lower turnover rates

• Enhanced business results

VOLUNTEERS ARE NO DIFFERENT THAN EMPLOYEES

The “Basic Four” of Leadership • Goal-setting• Communication• Trust• Accountability

Goal-setting Communication

Trust Accountability

Recognition is the accelerator.

Great management is born when recognition is added to the other characteristics of leadership.

Applying the Retention Accelerator

SEED PLANT NURTURE WEED HARVEST

1 2 3 4 5

Set clear goals

Communicate openly

Build trust Hold everyone accountable

Employee engagement

and satisfaction

yielding greater profit

Goal-Setting and Visioning

• My manager gives me measurable goals to achieve.

• The organization has clear guiding values and goals.

• I know and embrace the organizational mission and vision.

Championing the VisionThose Who

Champion The Vision

Those Who Do Not

Place the organization first

Place own needs first

Keep vision before people

Keep themselves before people

Understand their roles

Misunderstand their roles

Communication

• I can rely on my manager to answer my questions.

• My manager listens to volunteers.

• My manager keeps me informed of the progress of my performance.

• My manager shares all the information my volunteers and I need to feel part of the team.

• My manager is available when volunteers need to talk.

• My manager encourages me to suggest new ideas and methods for doing things.

• I feel completely free to express my views to my manager.

• Other volunteer ideas are often accepted by my manager.

• My manager encourages and supports my learning and growth.

Using the “Lingo” - COMMUNICATIONMessage from the Leader Message Received by

Volunteer

I saw how you helped that person…

My manager notices what I do.

This is a perfect example of our value of…

I belong to a firm worth working for.

We have another reason to celebrate as a team….

We are winners, and we are winning.

This really is one of your strong points…

I have pride in my work and can do even better.

I know you can accomplish this…

I can do this and will be rewarded for my hard work.

I’d like to thank you for your five years of extraordinary…

This is where I belong.

Thanks for staying late to get that out…

I’ll do anything to help the team succeed.

Trust• I trust my manager.

• My manager is fair to all volunteers.

• My manager treats volunteers as more than “just a number.”

• My manager treats me with respect.

• I believe my manager cares about me.

• My manager stresses teamwork.

AccountabilityIs this a bad word or a good word? Why is

it considered negative?

• My manager holds all volunteers in our department accountable for their work.

• My manager is honest when she is wrong.

Indicator of Retention: Engagement

• Volunteers put in extra effort.

• Volunteers enthusiastically contribute to organizational success.

• Volunteers strive for efficiency and effectiveness.

• Volunteers feel a sense of personal accomplishment.

• Volunteers understand how their roles help the organization meet its goals.

Indicator of Retention: Satisfaction

• I have the opportunity to do what I do best every day.

• My performance is evaluated in a manner that makes me feel positive about working.

• Conflicts result in positive solutions.

• My opinions matter to my manager.

• My manager shares all the information volunteers need to feel part of the team.

Recognition Strategy: Goals

• Celebrate new volunteers upon arrival.

• What makes your volunteers tick?

• What are your volunteers’ pet peeves?

• Ask volunteers to tell you their values.

• Turn a responsibility into a reward (acct).

• Use positive reinforcement.

• Find volunteers’ strengths.

• Give volunteers tasks that stretch their abilities.

Recognition Strategy: Communication

• Be prepared!• Recognize people on the spot (in front of others).• Make a commitment to call people by name.• At the end of the day, write down a few things that

went right, and pass them on.• Set up a spot to display physical evidence of success

(photos, memo board, etc.).• Ring the bell: Enable people to hear others’ success

stories.• Write thank you notes!• Spend time talking about things besides work.

Recognition Strategy: Trust

• Find interesting work.

• Step up recognition in tough times.

• Reward the courage to try something new!

• Ask for your volunteers’ opinions.

• Give people latitude.

• Be an active listener.

• Pitch in when you can.

• Be a part of the team!

• Give the gift of trust and autonomy.

Recognition Strategy: Accountability

• YOU are responsible for recognition.• Be dependable.

• Place volunteers out front, in the spotlight.

• Recognize those that work “behind the scenes.”

• Celebrate achievements publicly.

• Share your own mistakes.

Rounding It All Out• Volunteers want a manager who values

them and their work.• Volunteers want systems that work and

the tools and equipment to do the job.• Volunteers want opportunities for

professional development.• Volunteers want to be recognized and

rewarded for doing a good job. • Volunteers don’t want to work with low

performers.