Behind every fundraiser, food distribution, mentoring program, community cleanup or voter registration drive is a group of people who are seldom in the spotlight.
Their names may never appear in annual reports. They rarely stand on a podium to receive public recognition. Yet, they are often the people who help turn ideas into action and missions into meaningful community service for nonprofit organizations. They are volunteers, and they help bridge gaps in social services to vulnerable groups.
But the reasons why volunteers choose charitable causes to support is crucial to the survival of small organizations and their ability to serve.
“We don’t have the media budget like larger nonprofits to let the public know we need volunteers,” said Barbara Andrews, who teaches at Kiddie Kollege Child Care Center, a predominantly Black preschool in the Castalia Heights neighborhood. “Pretty much any small nonprofit like ours needs hands on deck. We may have 30 children in a classroom and three teachers. If we have two volunteers, we can do even more.”
Andrews’ comments highlight an important reality. Most would-be volunteers are willing to support the work of small organizations, but the challenge for these charitable groups is name recognition to bring awareness to their causes and to compete for volunteer attention.
Intentional volunteerism, an approach to volunteering that considers important causes without concern for broad exposure, means deliberately seeking out community-based organizations, neighborhood programs and grassroots efforts to serve.
Some volunteer opportunities attract commitments almost immediately. Members of the community sign up early, clear their calendars and make participation a priority when a recognizable name, much-anticipated event or prominent organization issues a clarion call for volunteers, generating enthusiastic responses months in advance. Nothing is wrong with supporting well-known organizations. They also rely on volunteers to do exceptional work. But deciding where to serve should be based on the needs of the community, instead of the organization’s level of visibility.
Across Memphis, small nonprofits and grassroots organizations work every day to address challenges facing children, families and underserved neighborhoods. And they are making an impact. But many operate with limited resources, little public notice and modest marketing budgets.
“When you’re driving through neighborhoods and you see small nonprofits, stop and ask how you can help,” said Andrews, the preschool teacher. “The children we serve could benefit from more people being in their lives.”
For small nonprofit organizations lacking resources, securing early and firm commitments from volunteers are vital to capacity development and service delivery. Responses such as “I will get back to you” or “I’ll let you know closer to the event date” create uncertainty. But organizers need to know how many volunteers they can count on, what responsibilities can be assigned and whether critical needs will be covered. Staffing plans, participant experiences, safety measures and program logistics often depend on knowing well in advance who will show up to help.
According to a 2023 report, “The State of Volunteer Engagement: Insights From Nonprofit Leaders and Funders,” released by the Do Good Institute at the University of Maryland, nearly 70% of nonprofit chief executives said volunteers enable “more detailed attention to the people served,” underscoring the critical role of volunteers in enhancing organizational service.
Still, nonprofit leaders have responsibilities of their own.
Debra Brown, who managed community engagement and volunteer coordination at blood donation giant Vitalant before retiring, understands both sides of volunteerism. She now helps recruit, train and assign volunteers for community projects tied to organizations such as the NAACP and Black Clergy Collaborative of Memphis.
“Sometimes volunteer opportunities don’t come with tangible gifts, but they offer the chance to do meaningful work and support causes that matter most to you,” said Brown. “For those of us organizing volunteers, we also have to remember that thanking the people who come out to serve and making it a good experience goes a long way.”
Volunteers deserve appreciation expressed through clear communication, sincere gratitude, and cues or acts that demonstrate their contributions matter. A simple thank you, refreshments, a meal when appropriate and opportunities to connect with others can reinforce the importance of volunteers to a charitable organization’s mission.
Communities are strongest when intentional volunteerism is part of the service ecosystem. Prioritizing equitable volunteerism – ensuring community members from a variety of backgrounds have opportunities to serve – and showing thoughtful appreciation for those who offer service can be an important step toward profound community change.
— Judith Black Moore is a nonprofit consultant and the founder of Taking Back the Future, a youth-focused nonprofit. With decades of leadership experience at nationally recognized nonprofit organizations, she brings a seasoned, strategic lens to the issues that matter most in the nonprofit sector.
