The process of helping people become deeper supporters is called the “Ladder of Engagement”. It’s all about meeting supporters where they are and giving them opportunities to grow their commitment over time.
Let’s dive in.
The 5 Steps to Convert Volunteers into Donors
It’s easy to assume that if someone is already giving their time, they may not also be willing to give their money. In some cases that may be true, but did you know that statistically, volunteers are twice as likely to donate as non-volunteers? 🤯
Why? They already know about – and care about – your cause. It makes sense that a volunteer who is already invested in your mission in one way might be open to giving in another way.
For volunteers, creating a “Ladder of Engagement” is a simple strategy that helps them go from “just checking things out” to becoming fully invested in your cause.
Each step on the ladder gives your volunteers a chance to get more involved in a natural and exciting way—whether signing up for your newsletter, joining a volunteer leadership team, or eventually making a donation.
Here’s what a typical Ladder of Engagement might look like:
As you can see, it’s all about starting small, building trust, and giving people meaningful opportunities to climb higher over time.
Now, what steps would we take to customize a Ladder of Engagement when your starting point is a volunteer?
Step 1: They Discover / Contact Your Cause 🌟
The relationship starts the moment someone signs up to volunteer! Make your volunteers feel like part of the team from day one. Try this:
- Create a volunteer welcome email series that shares your mission, impact stories, and how your work makes a difference. (Good news: You can automate this email series with most email marketing platforms.)
- Inform and educate. What does your nonprofit do, and how will your volunteers be a part of it? Make sure they understand everything your nonprofit does!
Step 2: They Opt In for more Information 📬
Once your volunteers are in the door, keep the conversation going by inviting them to stay connected. You can:
- Ask your volunteers to follow your organization on social media. Post volunteer shout-outs, behind-the-scenes stories, and mission wins on your social media!
- Invite them to join a committee. Volunteers who take on leadership roles can become even more invested.
Step 3: Their Knowledge and Trust Builds Through Education 📚
Volunteers give their time because they care. But we can also help them understand your organization and the bigger impact they’re making by educating and inspiring them. Try this:
- Host volunteer-only tours or events that let them learn more about your organization and its behind the scenes operations.
- Share content about the social or community issue your nonprofit tackles to help them understand the larger context about why your nonprofit’s work is needed.
Step 4: They Engage Directly: Volunteering, Events & First-Time Donations 🤝
Once you’ve built trust, some volunteers may be ready for more!
Try having a conversation. Maybe invite them to coffee or lunch. Ask about their experience, what’s been meaningful, and how they would like to get more involved— Maybe it’s joining a committee, the board, or making a financial investment. Remember to keep it open to their desires.
Step 5: They Commit Ongoing Donations or Increase Support 💖
As we said above – volunteers are twice as likely to donate as non-volunteers!
So, don’t be shy about asking them to give financially as part of your usual donation emails and direct mail programs. Make sure your ask feels thoughtful, authentic and respectful of where each volunteer is in their journey. And who knows, they might surprise you!
Try It This Week! 🚀
Think about one simple way to move a volunteer up the ladder—asking them to sign up for your newsletter, attend an event, or make a small donation.
Hit reply and let me know what you’ll try —I’d love to hear how you’re deepening volunteer engagement!
