Redefining Volunteer Roles in Associations

One thing that I find interesting about association volunteer roles is the very formal nature of those roles and what they mean to those who serve them. These roles tend to be very strategic in nature and often look good on a resume or LinkedIn profile if you can say you were the President of an association’s local chapter or sat on a Board. However, people tend to shy away from less formal roles such as content contributor or community ambassador because they don’t carry as much clout. I find that the opposite is true. In fact, these are extremely important roles to the health of your online community and to the association as content contributors surface industry and regional trends that you may not have had insight into otherwise. Additionally, connected members of your association play a pivotal role in helping other community members get connected and find the resources they need to be more successfulIn order for members to realize that value, I believe we need to change the conversation around the value of volunteer roles within associations, and it can start with online communities. Here are a few ways we can begin to do just that.Highlight User Generated Content ContributionsAs previously mentioned, user generated content (UGC) is incredibly important as it sheds light on what’s trending in a particular industry or uncovers what your members in different parts of the world are finding challenging in their daily work. While not considered a formal volunteer role, it serves members by giving them a voice and a vehicle to talk about their experiences and share the knowledge that they have accumulated over the life of their careers. This content could be an article, content series, blog, or webinar. Not only does this give them a voice, but it helps position them to gain influence among their peers and be seen as experts in their field.I can’t tell you how many contributors to the online community I manage have gone on to speak at our annual conference or get involved with chapters because we were able to give them a vehicle to share what they know. These are examples you can share when members question whether there is value in volunteering as a content contributor. The fact that it wasn’t listed as a formal volunteer opportunity doesn’t make it any less impactful.Involve Members in the Onboarding ProcessSome online communities struggle with onboarding. Either it doesn’t exist or it’s not enough (a single welcome e-mail once someone joins is not considered onboarding, by the way). If you’re building out your onboarding program, look to community members and consider enlisting their help with onboarding new members. This can be as simple as asking them to send a private message to new members to help them navigate the community or have them participate in monthly new member calls to lend a member voice to the program. This can make a huge impact on how comfortable new members feel getting acclimated to your online community.  If you already have a decent onboarding program, you can still use members to augment it and make it more personable. Sure, it’s awesome to receive a welcome message from the community manager. But imagine how it feels when a peer reaches out and says, “Hey, I know what it’s like to be new here. There’s a lot to absorb. I’m happy to help!”Allow for Connectivity through MentorshipThere’s no doubt that there are members within your community that need some help and guidance. You see it in your discussion threads all the time. “How do I advance my career?” “How can I get my senior leaders to listen to me?” “How do I get involved with my local chapter?” These are huge opportunities for more seasoned professionals to lend their expertise in a way that provides incredible value to your community members. Instituting a mentoring program is a great way to get members involved in something that creates great value and meaning and provides them an opportunity to use all that they’ve learned through career experience and by being involved with your association to help develop other community members, prepare them for greater opportunities, and possibly position themselves and others to be the next class of volunteer leaders within your association.Enable Member ModerationWhile this one can be a tricky one to consider, it is not uncommon for community managers to enlist the help of dedicated and invested community members to assist with site moderation. The important thing here is to make sure you outline clear guidelines regarding what they can and cannot do and explain where they must involve online community staff for further action. Additionally, these volunteers should be trusted faces within the community. The same people that constantly answer questions in the forums and lend a hand to other community members should be the ones that are up for consideration for this opportunity. Keep that in mind when considering volunteer moderators. Not choosing these people carefully can erode the trust of your community members and create a host of other difficult situations that may be hard to navigate.There is no doubt that there is incredible value in the more formal volunteer roles within an association. Many of them are strategic and play a pivotal part in moving the association forward. However, the absence of an application process does not dilute the importance of roles that do not involve governance. To change the conversation about volunteering within your association, work with your Volunteer Programs team to help figure out ways to highlight other opportunities that will help members feel as though they are giving back to the greater organization, no matter the opportunity they pursue. This will increase the overall sense of community members feel with your organization in every aspect, which is considered a definite win for all.What “informal” volunteer opportunities lie within your community? How do you help your members get involved? Tell us in the comments below!