The “Almost Volunteer”

Has this ever happened to you? A social media post about a volunteer opportunity receives lots of likes and shares. Your recruitment table at a community event draws a steady stream of friendly conversations. An email announcement leads to several people saying, “That sounds like fun.”

And then? Nothing. Very few of those interested people actually become volunteers.

Understanding these groups can make a massive difference to recruitment. Many organisations focus their energy on attracting attention. They promote opportunities, share inspiring stories, and explain their mission. Yet the path from curiosity to commitment often contains obstacles that discourage people.

Cart abandonment

A scenario from the retail world offers a good comparison. Marketing experts often talk about the moment when a customer places something in an online shopping cart but never completes the purchase. Guilty! Businesses even have a name for it: cart abandonment.

Companies study these abandoned carts carefully because they reveal something important. The customer was interested enough to consider buying. The barrier appeared somewhere in the process.

Before a potential volunteer even applies

Sometimes the barrier appears before a potential volunteer even applies.

They might read about an opportunity but feel unsure about whether their skills are suitable. Another might be scared off by the requested commitment. A third may be discouraged because of up-front requirements. These barriers rarely lead to questions. Instead, people simply move on.

Clear, welcoming information can make a significant difference. When opportunities describe exactly what is expected, how long shifts last, and what support is provided, people are far more likely to imagine themselves in the role. Flexibility in requirements can make space for people who might not otherwise be able to help.

Timing plays an important role. Interest in volunteering often appears in small windows. Someone reads a post while commuting, hears about a program during a conversation, or visits an organisation’s website late in the evening. If the next step is not immediately clear, that moment of motivation may pass.

A simple “express interest” button, a short inquiry form, or a quick way to get more information can capture those early sparks of curiosity.

A simple “express interest” button, a short inquiry form, or a quick way to get more information can capture those early sparks of curiosity. Without that step, many potential volunteers remain permanently in the “almost” category.

And let’s not forget those people who actually reach out – and never hear back!! I’ve ranted about this before so I won’t here. But answer your emails, already!!

Even when someone applies

Even when someone applies, the process itself can create friction.

Many volunteer application forms were designed years ago and gradually expanded over time. Questions were added “just in case”. I worked with one organisation whose application form was eight pages long! Sometimes, too, the questions are no longer appropriate, or are completely unnecessary.

Long forms, unclear instructions, or requests for extensive personal information early in the process often discourage people who were otherwise enthusiastic. I’m not suggesting that screening should disappear. I just mean that the process should unfold in stages. Early steps can focus on expressing interest and learning about the opportunity. Detailed screening can follow once someone is more certain they want to continue. That can save you time, as well.

Leaders of volunteers often assume that recruitment challenges mean there is a shortage of willing volunteers. In many cases, the issue is not a lack of interest but a path that is harder to follow than it needs to be.

Each small improvement along that path can convert more “almost volunteers” into active contributors.

The retail world learned long ago that abandoned shopping carts contain valuable insights. Volunteer programs have their own version: people who were interested, curious, even enthusiastic, but never became active. When organisations pay attention to “almost volunteers”, recruitment improves.