Imagine that someone heard about your organisation and checked out your website to find out more about volunteering with you. They clicked around, found your volunteer recruitment page – and then they left. No application. No follow-up email. Just gone.
You may never realise it, but this happens a lot! Not because people aren’t willing to volunteer, but because the recruitment page failed to engage them. A poorly-written or poorly-designed volunteer page can actually harm your recruitment efforts.
The most common mistake: burying the ask (or not having one!)
I’ve seen pages that describe the organisation’s history in loving detail, list every award they’ve ever won, and then end with something vague like “to learn more about volunteering, contact us.” That’s not an invitation – it’s a barrier.
Your recruitment page needs a clear, prominent action for the reader to take right then. Whether that’s an online application form, a button that says “Apply to Volunteer,” or a link to book an introductory call, make it obvious and easy to find. It should appear near the top of the page, and again at the bottom. Don’t make people hunt for it.
Tell them what’s in it for them.
Most volunteer pages are written entirely from the organisation’s perspective. “We need help with X, Y, and Z.” I get it; you do need help! But it sounds desperate, and desperation never sells. You don’t want to come across as needy even if you are. Instead, think of things from their point of view.
Volunteers are motivated by different reasons: wanting to give back, building skills, connecting with their community, gaining experience, or simply having something meaningful to do with their time. Your volunteer recruitment page should speak directly to those motivations.
Instead of “We need volunteer drivers for our Meals on Wheels program,” try something like: “Join our team and support seniors in your community live independently while learning about the city and making new friends.”
The second one draws the reader in. It answers the question many potential volunteers have: “What will I get out of this?”
Be specific about the roles.
Vague role descriptions won’t tempt potential volunteers. “Various opportunities available” tells them nothing. Can they picture themselves in the role if they don’t even know what the role is? Can they see whether their schedule, skills, or interests are a match? No.
List your current open roles or tasks, and for each one, give the basics: an overview of what they’ll actually be doing, the anticipated time commitment, any skills or experience required, and where it takes place (on-site, remote, or both).
Think of it like a job posting – because that’s exactly what it is. People are making a real commitment of their time, and they deserve enough information to make an informed decision. The clearer you are upfront, the more likely you are to attract volunteers who are a good fit and will therefore stick around longer.
Don’t forget your mission!
People don’t volunteer for organisations; they volunteer for causes and communities. Your page should emphasise how the roles advance your mission. What is the difference that volunteering with you makes in the world?
A short quote from a volunteer is really helpful. Something like: “Volunteering here gives me a reason to get up in the morning. Seeing the joy in kids’ eyes when we come into their hospital room adds so much joy to my life!” That one quote does more to convince a fence-sitter than three paragraphs of professionally-written mission statement.
Here’s a page structure that works.
Your volunteer recruitment page’s content is paramount, but the layout and flow are also important. Think about what a person arriving cold needs to see or know first.
Start with a compelling headline that names what you do and why it matters. Follow with two or three sentences about the impact volunteers make. Be specific. Add your volunteer quote or a short impact story. Put in an “Apply to Volunteer” button or link that leads to your application form. Then introduce your volunteer roles with just enough detail for someone to self-select. If you can, include a link that takes them to the full role description. Add further information about screening, that you welcome diverse applicants, etc. Finally, close with another copy of the application link or button.
Pictures of real volunteers in action reinforces your message. Don’t use stock photos of generic people in matching t-shirts! You don’t need fancy professional photos, either; clear pictures taken with your phone are fine. They add authenticity.
One more thing: keep it current!
Rightly or wrongly, a website that’s out of date signals a lack of interest or care. Update your page whenever your needs or roles change, and review it at least twice a year even if they don’t.
Your volunteer recruitment page is often the first impression a potential volunteer has of your organisation. Make it count.
