In this blog, NCVS Volunteering Development Officer, Dave Thomas, takes a sideways look at the Volunteer Journey and highlights that there are many similarities to product marketing.
In putting this blog together, I had a conversation with Amanda Chambers, NCVS Interim Deputy CEO and manager of our Communications Team. In particular, she pointed me towards the important role that volunteers play as advocates for our organisations. We know that the best way to recruit a new volunteer is by word of mouth. Who better to do this than our current and past volunteers?
In the seemingly unconnected worlds of volunteering and businesses, understanding the journey of volunteers and customers can help leaders of volunteers and business owners to create meaningful and lasting relationships. In this blog, I’ll explore the stages of the Volunteer Journey Timeline and compare them to the Customer Journey, as outlined by the Chartered Institute of Marketing (CIM).
Volunteer journey timeline
- Collecting information
- This stage is where potential volunteers first find out about volunteering opportunities. Their interest is piqued, and they start to consider how they can contribute.
- This stage is where potential volunteers first find out about volunteering opportunities. Their interest is piqued, and they start to consider how they can contribute.
- First contact
- At this point, the volunteer reaches out to the organisation. It's an exciting moment full of potential and enthusiasm.
- At this point, the volunteer reaches out to the organisation. It's an exciting moment full of potential and enthusiasm.
- Exchanging information
- The organisation collects essential details from the volunteer. This information is crucial for ensuring a smooth onboarding process.
- Volunteers undergo induction and training sessions. These sessions help them understand the organisation's mission and prepare them for their roles. This stage is about exchanging information.
- Volunteering
- Ongoing support and regular supervision are vital for volunteers. This guidance helps them feel confident and valued in their roles.
- As volunteers gain confidence, they officially become part of the team. Their commitment is solidified, and they are ready to make a difference.
- Advocacy
- Volunteers actively participate in various activities. They also become advocates for the organisation by sharing their experiences (positive and negative) and encouraging others to volunteer.
- Volunteers actively participate in various activities. They also become advocates for the organisation by sharing their experiences (positive and negative) and encouraging others to volunteer.
Customer journey (CIM stages)
- Awareness
- Customers become aware of a product or service through marketing efforts or word-of-mouth. This is the first step in their journey.
- Customers become aware of a product or service through marketing efforts or word-of-mouth. This is the first step in their journey.
- Interest
- Customers show interest and start researching the product or service. They gather information to make informed decisions.
- Customers show interest and start researching the product or service. They gather information to make informed decisions.
- Consideration
- At this stage, customers evaluate different options. They compare features, benefits, and prices to determine the best choice.
- At this stage, customers evaluate different options. They compare features, benefits, and prices to determine the best choice.
- Intent
- Customers develop an intention to purchase based on their research and evaluation. They are now ready to move forward with their decision.
- Customers develop an intention to purchase based on their research and evaluation. They are now ready to move forward with their decision.
- Purchase
- This is the moment when customers complete the transaction and buy the product or service. It's a significant milestone in their journey.
- This is the moment when customers complete the transaction and buy the product or service. It's a significant milestone in their journey.
- Loyalty and advocacy
- After the purchase, customers remain engaged with the brand. They seek support, enjoy the benefits, and may even recommend the product or service to others, becoming advocates for the brand.
Comparing the journeys
While the Volunteer Journey and Customer Journey have distinct stages, they share common elements that highlight the importance of building positive experiences and fostering lasting relationships:
- Initial awareness/curiosity: Both journeys begin with individuals becoming aware of opportunities—volunteering opportunities for volunteers and products/services for customers.
- Research and interest: Volunteers gather information about the organisation, while customers show interest and research the product/service.
- Evaluation and consideration: Both volunteers and customers evaluate their options. Volunteers consider if the opportunity aligns with their interests, and customers compare different products/services.
- Contact and intent: Volunteers make first contact with the organisation and gather further information, similar to the stage where customers develop an intention to purchase.
- Induction/training and purchase: Volunteers undergo induction and training to prepare for their role, akin to customers completing a purchase.
- Ongoing support and loyalty: Both journeys emphasise the importance of ongoing support to ensure satisfaction and success. Volunteers receive supervision, and customers receive support and engagement to foster loyalty
In conclusion
As leaders of volunteers, we are certainly not selling a product. However, the parallels between the Volunteer Journey and the Customer Journey give us external, professional validation that our own best practice draws a great deal from the well-resourced field of marketing.
You can download a PDF Volunteer Journey Timeline document showing:
- The volunteer-involving organisation’s process
- The volunteer’s thought process
- The volunteering stages referred to in this blog
- The CIM’s customer buying journey stages
What are your experiences with the volunteer journey? Let me know at davet@nottinghamcvs.co.uk.
