A Deep Dive into Marketing Volunteer Time Off for Nonprofits

A Deep Dive into Marketing Volunteer Time Off for Nonprofits

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Paid Volunteer Time Off (VTO) programs continue to gain traction as companies boost their CSR while engaging employees in meaningful community activities. These initiatives not only reflect a company’s commitment to social impact but also empower organizations to make the most of their volunteer base. However, despite the growing prevalence of VTO, there’s a significant knowledge gap regarding workplace giving initiatives⁠—even among eligible supporters. And that’s where a well-thought-out plan for marketing volunteer time off to your audience will come in handy!

In this post, we’ll dive into the world of Volunteer Time Off for nonprofits and share key recommendations for effectively promoting VTO. Here’s what we’ll cover:

Read on to explore the transformative impact corporate volunteer initiatives like these can have on your organization, its mission, and your community as a whole.

Let’s get started!

What Is Volunteer Time Off?

Volunteer Time Off (also referred to as VTO, paid-release volunteer time, or employer-sponsored volunteerism) is a unique benefit that allows employees to spend their typical work hours volunteering with charitable causes without sacrificing their regular pay. This type of program supplies additional time off, above and beyond any existing vacation or sick leave, and is specifically designated for team members to participate in volunteer activities.

Marketing volunteer time off programs - example dashboard

VTO programs vary among companies in terms of eligibility criteria, time off granted, submission processes, and more. Some companies offer a set number of VTO hours per year, while others allow employees to use VTO on a flexible basis. The types of volunteer activities permitted can also range from community service projects to skills-based volunteerism and more.

Why Does Marketing Volunteer Time Off Matter?

As a form of corporate partnership, the purpose of Volunteer Time Off is multi-fold. First, the programs enable companies to demonstrate commitment to social responsibility and engage employees in meaningful ways. At the same time, employees are presented with a unique opportunity to give back to their communities and support their favorite causes (like yours⁠) without missing out on a day’s wages. This fulfills individuals’ desires to make a positive impact and fosters a sense of purpose in their work inside and outside the office.

For nonprofits, the availability of volunteer time off widens the prospective supporter pool, incentivizing individual involvement and significantly increasing engagement. This can be especially beneficial when it comes to sourcing supporters for those hard-to-fill weekday volunteer slots! However, many employees are unaware of the VTO programs offered by their employers, leading to a missed opportunity for companies and nonprofits alike.

That’s why marketing the programs is so essential, and why organizations like yours are taking increasingly proactive steps to drive awareness among their audiences. When done well, simply highlighting VTO opportunities in donor- and volunteer-facing materials will allow you to bridge the knowledge gap and unlock a new avenue for community involvement.

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8 Top Strategies For Marketing Volunteer Time Off at Your Org

Crafting an effective Volunteer Time Off marketing plan is crucial for organizations seeking to boost volunteerism and engage supporters with corporate incentives. So, how, specifically, will you increase awareness of the programs among your audience to maximize participation? We recommend implementing the following strategies and best practices in your efforts.

1. Establish Volunteer Time Off metrics and KPIs to track.

When it comes to marketing just about anything⁠, including volunteer time off⁠ and other corporate giving programs, to your supporters, determining which KPIs⁠ (or Key Performance Indicators⁠) your team will track is an essential first step. Implementing the appropriate metrics in your promotional plan enables you to measure the effectiveness of VTO in relation to your mission and identify opportunities for improvement in your nonprofit’s strategy.

These metrics might include:

  • Volunteer participation rates (how many employees from partner organizations are participating)
  • Number of existing volunteers using VTO
  • Number of first-time volunteers using VTO
  • Total number of hours donated through VTO programs
  • Average number of VTO hours used by volunteers
  • Number of companies offering VTO for your volunteers
  • Volunteer retention rate among those using VTO
  • Tangible impact of projects supported by VTO
  • Digital engagement metrics (email clicks, social media likes, etc.) related to VTO efforts

By ensuring your organization tracks these indicators and more, you can supercharge your efforts with data-driven decisions, demonstrate the value of Volunteer Tie Off to stakeholders, and optimize volunteer engagement. And that will set you up for successful marketing as you begin promoting the opportunities to supporters.

P.S. It’s easy to monitor and analyze these metrics with a platform like Double the Donation Volunteering!

2. Provide an overview of VTO basics on your nonprofit website.

One of the best ways to promote volunteer time off to your supporters is to share information about the programs on your nonprofit’s or school’s website. After all, your website is an invaluable resource for volunteers and donors looking to get further involved with your organization. It makes sense for VTO to be a featured opportunity!

If you already have a Volunteers’ page on your site, be sure to add a blurb about Volunteer Time Off there, along with instructions on how individuals can locate their company’s guidelines (or an embedded volunteer database for easy searching). You can also include information on your workplace giving or “Ways to Give” pages, or even dedicate a brand new page to all things VTO.

Regardless, a clear and concise overview can serve as an essential incentive for volunteer engagement. By making this information easily accessible on your site, you can educate visitors, encourage more individuals to take advantage of VTO, and reduce barriers to participation.

Your website is also a great place to promote volunteer grant opportunities! Many companies that provide volunteer time off programs also offer dedicated volunteer grants to the organizations their employees support, so it’s a good idea to highlight both opportunities, and how they work together, here.

How University of South Carolina demonstrates marketing volunteer time off

3. Share impact-focused volunteer time off content on social media.

Another way to spread the word about Volunteer Time Off programs is by sharing information from your organization’s social media profiles. For the best results, the content you publish should highlight the benefits of volunteerism on your cause and emphasize the convenience with which individuals can support your efforts.

Try scheduling a combination of informational content, mission impact stories, volunteer testimonials, statistics and research, participating companies, step-by-step instructions, and more. Across all your posts, keep in mind platform-specific best practices, such as those related to multimedia materials, hashtags, linking strategies, and other relevant considerations.

Here’s how one school’s Parent Teacher Association promoted volunteer time off on their Facebook page to fill weekday volunteer slots:

How this PTA demonstrates marketing volunteer time off

For a head start on your social media efforts, check out Double the Donation’s ready-built workplace giving marketing templates, available directly within the platform for users.

Remember: Social media is a powerful tool. Use it to show supporters how they can do even more to move your mission forward in tangible, hands-on ways. As a result, you can amplify your organization’s message, attract new supporters, and build a growing community around your cause.

4. Look at examples of other organizations’ VTO marketing efforts.

If your organization has yet to start promoting volunteer time off to your audience, it can be a bit overwhelming, especially if you’re unsure where to begin. Fortunately, studying successful examples from your peers and other organizations’ VTO marketing efforts can provide valuable insights and inspiration.

Take a look at the following examples from nonprofits sharing information about Volunteer Time Off programs with their supporters:

Example #1

Example of an organization marketing volunteer time off

This is a sample blog post that a nonprofit shares on its website for companies and their employees to learn more about the volunteer time off opportunity.

Example #2

Example of an organization marketing volunteer time off

This web page demonstrates the importance of marketing volunteer time off with real numbers, showcasing its vast potential.

Example #3

Example of marketing Volunteer Time Off

This nonprofit shared photos from a recent Volunteer Time Off event with a corporate partner. This was a great way to shout out the partner, show appreciation for their employees who got involved, and encourage others to do the same!

Example #4

Example of marketing Volunteer Time Off

This nonprofit kicks off its social post with real statistics about volunteer time off and encourages supporters to utilize their VTO with the organization. It demonstrates key benefits of VTO programs and informs potential volunteers about how they can get involved.

This nonprofit shared information about VTO as part of a “50 ways in 50 days” campaign, educating its followers about the prevalence of volunteer time off and how they can use their hours to support the organization.

Each example here provides an essential overview of the VTO opportunity, and analyzing their strategies can help identify best practices, innovative ideas, and common pitfalls to avoid. Try conducting a search on your favorite social platform (e.g., LinkedIn, Facebook, or even X) to see what other organizations are saying about Volunteer Time Off!

5. Mention VTO on your volunteer registration form.

In order to locate opportunities for supporters to take VTO while volunteering with your cause, you’ll first need access to their employment data. It should be a no-brainer that you’ll want to know where your volunteers work⁠. However, you shouldn’t overlook the VTO potential of your financial donors, either! Most organizations’ donors and volunteers overlap significantly, and volunteer incentives like VTO can help encourage even more donors to give their time.

So, how can you get the information if it’s not already available? One of the easiest ways is to request employment data directly within your volunteer registration forms, donation pages, and other relevant platforms. However, additional identification methods may include the usage of a matching gift company search tool, email domain screening, data appends service, and more.

6. Inform volunteers about VTO opportunities within onboarding.

Ensure that volunteers are familiar with the concept of volunteer time off from the start of their engagement to prevent available opportunities from going unclaimed. For this, we recommend incorporating VTO information directly within the onboarding or training processes.

Here are some ideas for effectively establishing volunteer time off within the onboarding experience:

  • Dedicated VTO Orientation: Include a section in your onboarding presentation or welcome materials that specifically covers VTO programs. Explain how the programs work, who is eligible, and how volunteers can access them. Highlight the benefits of using VTO during initial training or orientation, emphasizing how it supports employee volunteerism and aligns with your nonprofit’s mission.
  • Incorporate in Volunteer Handbook: Ensure that your volunteer handbook or digital resource includes a section on VTO details and the steps to access these opportunities, ensuring volunteers have easy access to the information at any time.
  • Promote Through Welcome Emails: Send a follow-up email after volunteers complete onboarding that includes information about VTO opportunities, making sure they know how to get started with the programs. Include a frequently asked questions section to address common queries and reduce barriers to participation.
  • Clear Instructions on How to Apply: Provide detailed instructions on how volunteers can submit their VTO requests, who to contact for approval, and any necessary documentation required to track hours or participation.

This approach helps set expectations, drives immediate engagement, and encourages volunteers to see if they qualify. Early education about VTO can also enhance volunteer retention and satisfaction by making it easy for eligible supporters to receive compensation while supporting your cause.

7. Send personalized follow-ups after volunteer registration.

Personalized follow-ups help build a stronger relationship between each volunteer and the nonprofits they support, thus increasing the likelihood of ongoing engagement and retention. As you begin implementing a plan for marketing volunteer time off for your cause, you don’t want to overlook the power of personalized communication.

Here’s how this can work:

Let’s say your organization gains a new volunteer who works for Warner Media, which you know offers a generous amount of VTO. After the individual registers for their first volunteer shift, you decide to send a tailored thank-you note. This note should demonstrate your appreciation of the individual’s upcoming support and remind them about their company’s volunteer incentives.

When the individual reads the message, they’re ultimately inspired to complete the request process for their employer to count their hours (or upcoming shifts) toward the Volunteer Time Off program.

If you have access to program guidelines or submission instructions (made available through Double the Donation’s database, for example), that information can help simplify the experience for your volunteer as well.

8. Encourage VTO-eligible supporters to organize group events.

Sometimes, the most effective way to promote volunteer time off is by leveraging word-of-mouth marketing. To demonstrate the value, let’s say a volunteer continues supporting your organization with their VTO. One of the best methods for attracting more VTO-eligible supporters is to empower existing volunteers to organize group events with their peers.

Here are a few ways you can do so:

  • Empower Volunteers as VTO Ambassadors: Approach engaged volunteers who have been actively using VTO and invite them to take on a leadership role within their workplace community. Position them as VTO ambassadors, giving them the responsibility and tools to organize group volunteer events within their workplace. Offer support by providing event planning resources, volunteer guides, and a point of contact to ensure smooth execution.
  • Host Company-Specific Volunteer Days: Work with VTO-eligible volunteers to create dedicated volunteer days that involve their entire company or department. These group events can take place during work hours, where employees use their VTO to contribute to your nonprofit’s cause together. Promote these events as team-building opportunities that not only allow giving back but also provide a fun and meaningful way to engage with colleagues.
  • Offer Incentives for Group Participation: Provide additional incentives for group participation, such as offering a small thank-you gift for the first 10 volunteers from a specific company who sign up for the event. This could be something as simple as a branded item or a recognition certificate for their corporate support.
  • Highlight Group Impact: Showcase the collective impact of these group volunteer events. Share success stories, photos, and testimonials from volunteers who participated, showing the tangible difference they made together. This not only serves as a thank-you but also acts as a visual and emotional motivator for others who may consider using their VTO hours in the future.

This community-driven approach not only drives the use of VTO but also fosters a deeper sense of purpose, teamwork, and belonging within the workplace. As a result, your nonprofit can tap into a larger pool of VTO-eligible supporters who are ready and eager to make a difference, without the burden of lost wages.

Bonus: Free Sample Volunteer Time Off Marketing Materials

Ready to jump into marketing volunteer time off to your audience, but not sure where to begin? Feel free to use these sample graphics as a starting point.

Sample #1: General VTO Overview

Sample graphic for marketing volunteer time off

Here’s what this example does well:

With an attention-grabbing header and concluding with a clickable CTA button, this sample focuses on driving action among volunteers. When users click the button to learn more, they should be directed to a VTO resource on your site. There, it should provide an overview of the opportunity in detail and instruct supporters on how to determine their eligibility for the programs.

Sample #2: Informational Infographic

Sample graphic for marketing volunteer time off

Here’s what this example does well:

An infographic can be an excellent way to share tons of important information in an engaging and visually appealing manner. This sample content highlights a few key insights from our Volunteer Time Off statistics page, offering a helpful snapshot of the opportunities available to nonprofits and their supporters.

Sample #3: Defining Volunteer Time Off

Sample graphic for marketing volunteer time off

Here’s what this example does well:

Your audience needs to have a solid understanding of VTO programs before they can effectively participate. Therefore, starting at the beginning with an easy-to-understand definition allows you to ensure all stakeholders are on the same page.

Sample #4: VTO Company Spotlight

VTO company spotlight example

Here’s what this example does well:

One of the best ways to ensure supporters understand the VTO opportunity is to highlight real examples of the programs. This sample marketing material excels by sharing specific guidelines and insights regarding the highlighted company’s programming. Additionally, it encourages the organization’s audience to self-identify as eligible for the specific program.

Wrapping Up & Next Steps: Start Growing VTO

Volunteer Time Off programs can drive significant social impact for nonprofits, their supporters, and the companies interested in giving back. As a result, the opportunity should not be overstated.

Start by encouraging your audience to tap into VTO and other workplace giving initiatives. From there, your team can harness the power of employee volunteerism to advance its mission more effectively than ever before.

Interested in supercharging your organization’s corporate engagement strategy? Check out these recommended resources for further reading:

Marketing volunteer time off is an excellent way to leverage corporate philanthropy.