Purpose Driven People – How to recruit and retain awesome volunteers

Passionate people are what drive our purpose-led organisations in Cornwall, and for many, that’s down to a very special workforce: volunteers.

Based on research from Cornwall Voluntary Sector Forum, more than 50% of our thriving community organisations have up to 10 volunteers helping to deliver the mission – with most organisations relying more on volunteers than staff.

The Growth Hub commissioned experts Marianne Wright and Hayley Bentley from Volunteer Cornwall to deliver a webinar on how to recruit and retain amazing volunteers and develop a recruitment plan. Here are some of the key takeaways from the session, and you can watch in full at the link below.

An evolving picture: Volunteering looks a little different in 2026 compared to several years ago. Organisations change, behaviour changes – particularly as people are becoming more time poor. There has been a shift from “traditional volunteering” with set, regular sessions to one-off or “micro volunteering.”

Types of volunteering could now look like: Corporate volunteering, digital volunteering, home-based volunteering, serving as a trustee as well as formalised roles.

Motivations to volunteer can be complex. The UN used to define volunteer motivations under four categories; mutual aid, service, campaigning and participation. More recently, there’s been an addition in “leisure” volunteering – expressing personal interests or passions whilst still contributing to well-being.

Before you recruit, set the strategy. Volunteers require a clear purpose and opportunity. Define how volunteers will add value to your organisation. What activities are appropriate for volunteers to carry out and what aren’t? How will you recognise the value of your volunteers, given they are not in it for financial reward?

Onboarding. How many do you need, in what roles? Who will manage and co-ordinate your volunteers? Volunteers are more likely to stay with an organisation if there is a robust onboarding system. 

Promoting your role: Be specific – in terms of role description, geographical location, activities and tasks, days when support is required.

Rule of Seven: Think about seven diverse avenues to share your volunteer opportunity. For example: Facebook groups, parish magazines, GP surgeries, village halls and websites such as GoVo and Volunteer Cornwall website.

Get creative: Be visual, think fun, and overall – find that all important emotional connection and reason to get involved.

For more support, Volunteer Cornwall can support with various aspects of recruiting volunteers – including governance and best practice as well as promoting your opportunities.

https://www.volunteercornwall.org.uk

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