Most nonprofits think of volunteers as helping hands—but the smartest leaders see them as something more. Volunteers are not just free labor; they’re future donors, champions, and even board members. The question is: how do you move people from “I’ll help for an hour” to “I’m all in for the mission”?
In this episode of The Million Dollar Nonprofit, Tom Kelly introduces the Volunteer Loyalty Ladder, a simple three-step system—Welcome, Wow, Win—that transforms one-time helpers into lifelong supporters. You’ll learn how to roll out the red carpet for new volunteers, create experiences that “wow” them and keep them coming back, and invite them into deeper commitment when the time is right.
Tom shares practical examples, including an animal rescue that used this exact system to turn 22% of its volunteers into financial donors within a year. You’ll also discover how to automate welcome sequences, create low-cost wow moments, and craft the perfect “ask” that moves loyal volunteers into monthly giving, committees, or leadership roles.
By the end of this episode, you’ll have a clear roadmap for turning volunteers into champions who don’t just give their time, but also their treasure—and fuel your nonprofit’s long-term growth.
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