Disney announced an exciting volunteer program for 2010. In partnership with the HandsOn Network of “action centers” that link volunteers with local projects, Disney offered a free pass to one of its happiest places on earth in exchange for a day of volunteering. They promised a million – one million – passes would be given away in hopes of promoting volunteerism and the spirit of giving back for the year of 2010. And, by golly, they gave away a million passes. In three months.
The program was abruptly ended last week when the million volunteers goal was reached. It caught a lot of the benefiting projects off-guard as they had the unpleasant task of informing volunteers who had signed up but not yet completed their assignments that they were no longer eligible for a pass to a Disney theme park. No doubt there will be some fallout from the cutoff. After all, no good deed goes unpunished.
But, holy Mouseketeers, a million people in three months! So much for all that we’re-too-busy-to-volunteer stuff. Your nonprofit needs to stop letting the “usual suspects” of excuses keep you from reaching out to volunteers. (too busy; too far to travel; family obligations; it’s raining…) In every crisis people show up, ready to help. The instinct to form a community to solve a problem seems to be in everyone. You may not be able to give away $80 theme park tickets to your volunteers, but you can use a lot of what Disney did as a model to attract more helping hands.
Announce a goal.
How many people do you need or expect to need in the next 12 months? Give your supporters a target to hit and let them know (loudly, proudly!) when that target for the week or the month is reached.
Make it easy.
By partnering with the HandsOn Network, Disney made it easy to find opportunities in the area that supported a favorite cause or area of concern. How does your nonprofit ask for help? Just “volunteer by calling”? Or, do you list specific events or programs that need specific volunteers on a specific day or schedule? Is it adults only? Can kids help? How long will you need them? Is there a place to park? Clear, concise information not only helps people make a decision about whether or not they can help, it shows that your organization is well run and won’t waste a volunteer’s time
Make it social.
The Disney program inspired a lot of families and groups to volunteer together. So, a day stocking shelves at the local food bank or painting an elementary school became a social event. Adults and children, families and college kids, long-time volunteers and newbies all mixed and mingled. Have you reached out to a local college campus or youth organization? Do you have family-friendly opportunities? Do you have enthusiastic group leaders who can gently manage larger groups? Yes, there’s work to be done, but that doesn’t mean we can’t make a few new friends along the way.
Give people a prize.
Okay, a new volunteer just finished sorting and labeling books for your library. All the pertinent information was entered in the database and the books were properly shelved. He had a fine time working with employees and long-time volunteers. He’s happy and will definitely come back. Isn’t that enough? Sure. But do you have a few coupons for a free ice cream cone from the shop next door? Did you notice that he came on the bus and might appreciate a ride home? You know he likes music; has he heard about the free concerts at the museum? It’s not about the value of the “prize”. It’s about letting volunteers know that they’re a part of your community now and you’re glad they’ve joined you.
One thing Disney proved – the people are out there, ready, willing, and able. Go get ‘em!
Related Posts
Tags: community, Disney, HandsOn Network, volunteer
Actually… I think everyone who had already signed up/committed to a volunteer opportunity is going to receive a ticket – Disney is no longer accepting NEW opportunities.
You’re right, Vickie. People who filled out all the paperwork and such before the deadline are good to go. It’s just that a lot of people put their name in at the charity level and didn’t quite understand what was required to claim their tickets. The good news is I’m not seeing much backlash from potential volunteers showing up on the web. I’m hoping everyone is inspired by the success of the program rather than disappointed over a silly theme park pass.
How the heck are you?
MjM – First, thanks for covering this on What Gives!! I/we appreciate it! Vickie is right, volunteers that registered will get their tickets. Disney anticipates they’ll end up giving away more than a million tickets in the end because of this great response. It has been amazing to mobilize that many people in just 10 weeks! I feel for those folks that didn’t get the registration right and missed this great opportunity. Hopefully this will just be the first of many ways that the corporate community can inspire people to get involved. In my experience, it’s the first step that’s the hardest. After people volunteer the first time, they often come back and serve again and again. Kudos to Disney for creating such great incentive!
Best,
Jessica
Hi, Jessica. Thanks for the info about registered volunteers getting their passes. I have no doubt everyone behind the scenes will do their best to make sure folks aren’t disappointed. We’d love to chat with you in a few months and find out if there’s a measurable up-tick in returning volunteers. It would be great to know more about how a huge effort like this one impacted behavior after the campaign ended.
Congrats on a great effort. Well done!
Mj
I’d love to connect. You can reach me @jkatpoli or at connect(at)handsonnetwork(dot)org or on the personal e-mail address associated with the comment.
I look forward to it!
Best,
JK