The bottom line is we're looking for signs that visitors are moving from passive observers to actively engaged in some way. Pageviews and clicks are part of that story, but they’re definitely not the fullest picture.

How you communicate with volunteers is just as important as what you communicate. Ethical communication means being honest, consistent, and respectful, even when sharing hard news. For example, if an event is canceled or roles are overfilled, reach out early and explain why. If your organization is changing direction or rethinking a program, involve volunteers in the conversation. This transparency helps volunteers feel like partners rather than bystanders.

In general, all people can be, and often are, both volunteers and donors. And, volunteers are much more likely to become donors than a non-volunteering supporter.  Often successful integration depends on what the volunteering opportunities are, how successfully integrated volunteers are into the real outcomes of the organization, and the type of supporters the organization attracts.  

If we want to tackle burnout, retention, and commitment, the solution is not transactional. It is transformational. Instead of a shopping app, nonprofits should invest in professional development for leaders of volunteers, in technology that makes it easier for volunteers to access information and build deeper connections, and in mission-tied opportunities that align a volunteer’s growth with organizational impact.