How to grow a volunteer programme to support a small charity’s expansion

Volunteers are the lifeblood of many small charities. Their time, energy, and passion fuel critical services and allow limited resources to go further. For a small charity looking to scale its impact and move from a modest operation to a more established presence, growing and strengthening the volunteer programme is both a smart strategy and a necessary step. But growing a volunteer base is more than just recruiting more people—it’s about creating structure, fostering a strong volunteer culture, and aligning the programme with the charity’s strategic goals.

Here’s how a small charity can effectively grow its volunteer programme to support sustainable growth.

1. Start with Strategy: Align Volunteer Growth to Organisational Goals

Before scaling a volunteer programme, the charity must first clarify what it aims to achieve. Is the goal to increase the number of clients served? Expand into new communities? Offer new services?
Once strategic goals are clear, the organisation can identify the types of volunteer roles needed to support that growth. For example, if expanding a food distribution service, the charity might need more delivery drivers, logistics helpers, or community outreach volunteers. If growing an advocacy arm, it might need skilled writers, speakers, or event organisers.

Action: Create a volunteer growth plan that maps specific volunteer roles to organisational objectives over the next 12–24 months.

2. Build a Volunteer-Friendly Culture

Volunteers thrive in an environment where they feel appreciated, informed, and engaged. A small charity that wants to grow must invest in a positive, inclusive volunteer culture from the outset. This includes treating volunteers as part of the team, offering clear communication, and recognising contributions meaningfully.

Ideas:
• Create regular touchpoints (newsletters, group chats, informal check-ins).
• Celebrate milestones such as volunteer anniversaries, achievements, or impact stories.
• Invite volunteers to staff training or strategic meetings to reinforce their value.

Action: Appoint a dedicated volunteer coordinator, even if part-time, to nurture volunteer relationships and build community.

3. Recruit Thoughtfully and Broadly

Recruiting volunteers strategically is essential. The charity should consider what skills are needed now and in the future, and tailor recruitment messaging accordingly.

Ideas:
• Partner with local schools, universities, or businesses for targeted recruitment.
• Tap into online platforms such as Volunteering Auckland, Do Good Jobs, or local community boards.
• Diversify recruitment efforts to include people from different cultural backgrounds, age groups, and life experiences.

Action: Develop clear, engaging volunteer role descriptions and a simple onboarding process that includes values alignment and role expectations.

4. Train for Impact

A growing charity needs volunteers who are well-equipped to represent the organisation and perform their roles effectively. Investing in quality training ensures consistency, builds confidence, and reinforces commitment.

Ideas:
• Offer introductory training sessions (in-person or online) on the charity’s mission, values, and basic policies.
• Create role-specific guides or shadowing opportunities.
• Provide occasional upskilling workshops or guest speakers to maintain engagement.

Action: Create a basic volunteer handbook and an orientation programme that every new volunteer completes.

5. Create Pathways for Deeper Involvement

Not every volunteer wants to do more—but some do. Harnessing their energy can supercharge your charity’s capacity.

Ideas:
• Offer leadership roles such as team leads, mentors, or event coordinators.
• Encourage volunteers to join working groups or advisory panels.
• Involve them in project planning or community engagement initiatives.

Action: Develop a simple internal pathway that outlines how volunteers can grow into more senior or strategic roles.

6. Leverage Technology to Stay Organised

As the programme grows, using digital tools can help maintain structure and efficiency.

Ideas:
• Use free or low-cost platforms to manage shifts, rosters, and communications (e.g. Better Impact, SignUpGenius, or Trello).
• Set up a shared online calendar or portal where volunteers can access resources and updates.
• Use automated feedback surveys to gather insights and improve the experience.

Action: Pilot one tech platform to streamline communication and scheduling, and scale as needed.

7. Evaluate and Adapt

Growing a volunteer programme is an iterative process. Regular evaluation helps identify what’s working, what’s not, and where improvements can be made.

Ideas:
• Send periodic surveys or hold informal feedback sessions with volunteers.
• Review volunteer retention rates and exit feedback.
• Track outcomes aligned with strategic goals (e.g., number of beneficiaries supported, hours contributed, events run).

Action: Set quarterly review points to assess volunteer programme performance and adjust the strategy accordingly.

8. Tell Your Story

A growing charity needs visibility to attract supporters, including volunteers. Sharing the impact of volunteers not only recognises their contributions but also attracts like-minded people.

Ideas:
• Share volunteer spotlights on social media or in newsletters.
• Publish impact reports or infographics showing volunteer contributions.
• Invite volunteers to share their own stories and experiences.

Action: Integrate volunteer storytelling into your regular communications plan.

Conclusion

For small charities, volunteers do more than just lend a hand—they are an extension of the organisation’s heart, values, and aspirations. As a charity grows from a grassroots effort to a more structured and recognised entity, it cannot do so on paid staff or funding alone. A robust volunteer programme provides the flexibility, capacity, and community buy-in that enables sustainable growth.

By investing time and energy into developing a structured yet human-centred volunteer programme, small charities can scale their work in meaningful and lasting ways. This involves creating clear pathways for involvement, fostering a culture of respect and appreciation, providing opportunities for volunteers to grow with the organisation, and embedding volunteerism into strategic decision-making.

Just as important, a strong volunteer programme fosters a broader sense of ownership and belonging within the community. When volunteers feel genuinely connected to the mission and valued for their contributions, they become advocates, donors, and champions for the cause—not just helpers. Their networks expand your reach. Their stories inspire new supporters. Their dedication deepens trust.

Ultimately, growing a volunteer programme is not about chasing numbers, but about building a people-powered movement that reflects and supports the charity’s mission. For small charities ready to take the next step in their journey, investing in volunteer infrastructure, leadership, and relationships can unlock new opportunities, extend impact, and help the organisation transition from “small but passionate” to “growing and transformational.”

With thoughtful planning and genuine care, a small charity can scale not just in size, but in strength, resilience, and community connection—and volunteers will be at the heart of that transformation.

Written by: Cheryll Martin QSO, Volunteering Auckland