Rethinking the Myth of a Volunteer Recruitment Problem

Be Bold, Make Change

International Volunteer Manager's Day I 5 November 2025

For years, conversations in the nonprofit sector have circled around a supposed “recruitment problem.” We’re told fewer people want to volunteer, that engagement is waning, that modern life is pulling people away from service. But what if this is a myth? What if the real issue is not whether people want to volunteer, but whether our systems and structures make it possible for them to do so?

As Tracey O’Neill CVA, observes: “Convenience, speed and value are expected. Is it more of a system design problem where roles don’t align with today’s lives, marketing isn’t reaching the right people, processes are inaccessible, and cultures don’t reflect community values?”

This question [or statement] is a challenge to all of us.

The call is clear: Be bold. Make change. People still want to volunteer!

Volunteering is part of human nature. The desire to connect, contribute, and help others is as strong today as it has ever been. Research shows that while patterns of volunteering are shifting, interest in giving time and skills has not disappeared. Volunteering Auckland is seeing an increasing number of people viewing volunteer opportunities on their website. This show that people want to get involved — but not always in the ways organisations have traditionally offered.

When volunteers walk away, it’s rarely because they don’t want to serve. More often, it’s because the opportunity doesn’t fit their lifestyle, the process to get started feels too complex, or the culture doesn’t reflect their values. It’s not a shortage of goodwill. It’s a misalignment.

Fit, connection, and meaning

Three elements drive modern volunteering: fit, connection, and meaning.

• Fit: Roles need to align with people’s lives today. Long-term, rigid commitments may not suit someone working multiple jobs or raising children. Flexibility, short-term tasks, and virtual options can make volunteering more accessible.

• Connection: Volunteers want to feel part of something bigger. They’re looking for a cause they can identify with and a community where they belong.

• Meaning: Time is precious. People want to know their contribution matters. They seek impact, purpose, and a sense of value from their involvement.

When these three align, recruitment is not a problem — it becomes an invitation that people are eager to accept.

The challenge of modern expectations

Tracey O’Neill CVA, points to an important reality: “Convenience, speed and value are expected.” This is not a passing trend; it’s a defining feature of our times. From shopping to learning to social connection, people are accustomed to fast, seamless, and meaningful experiences.

Volunteering must match this reality. Complicated forms, long waits for responses, and outdated processes create barriers. Inaccessible cultures — where only certain types of people feel welcome — push potential volunteers away. If the experience doesn’t meet modern expectations, no recruitment campaign can succeed.

To thrive, volunteering must be designed with accessibility, flexibility, and inclusivity at its core.
A system design problem, not a recruitment problem

If we reframe the issue as a system design challenge, the path forward becomes clearer. Roles that don’t fit today’s lives, marketing that misses the mark, processes that exclude, and cultures that don’t reflect our communities — these are systemic issues.

And systemic issues require bold, structural change. They call for creativity, experimentation, and courage from Leaders of Volunteers.

The solution isn’t about “finding more people.” It’s about reshaping the systems that allow people to participate.

Leaders of Volunteers are not failing

It’s important to say this out loud: "Leaders of Volunteers are not failing." They are navigating a landscape that is shifting beneath their feet. What worked in the past doesn’t work in the present, and that’s not a reflection of their skill or dedication — it’s a reflection of change.

Workplaces have adapted to hybrid models, education has shifted online, and communities have found new ways to connect. Volunteering must do the same. Leaders of Volunteers need support, resources, and recognition to be at the forefront of this transformation.

Be bold. Make change.

The challenge before us is not to ask whether people still want to volunteer. They do. The challenge is to ensure our systems are designed to let them.

Being bold means rethinking outdated roles. It means investing in digital tools to streamline the volunteer journey. It means co-designing opportunities with volunteers so they reflect real lives and values. It means reshaping culture so every person feels welcome.

Change is never easy, but it is necessary. The spirit of volunteering is alive and strong. What we need now are systems that make space for it to flourish.

So let’s stop worrying about recruitment and start focusing on redesign. Let’s step into the challenge with creativity and courage.

Because the future of volunteering doesn’t depend on finding willing people. It depends on our willingness to be bold and make change.

Inspired by: Tracey O'Neil, CVA
Written by: Cheryll Martin QSO