Title: How to Recruit and Retain Volunteers: Harnessing the Power of Getting Things Done Through Others
1How to Recruit and Retain Volunteers Harnessing
the Power of Getting Things Done Through Others
- Rose Gazarek, CPCM, Fellow
- Member of the Board of Director
- Finger Lakes Chapter
- NCMA Leadership Summit 2005
- Charleston, South Carolina
- June 17-18, 2005
2Agenda
- Introduction
- Understanding the Science of Persuasion
- The Six Basic Behaviors
- Summary Getting things done through volunteers
- Retention and Motivators (exercise)
- Summary
3Brief Resume Rose Gazarek
- Born raised in AZ, now in Upstate NY
- BA in Business, Exec Education UCLA
- Director, Contract Negotiations _at_Kodak
- NCMA member 15 years
- Arthur Muller Award recipient 2002
- Elected to NCMA Board
- Elected to other non for profit boards
- Finger Lakes Chapter
- Rose.gazarek_at_kodak.com
4- The chapter leaders greatest challenge
- Getting things done through others
5- Few have the gift of persuasion.
- Because Im the Boss is ineffective.
- Psychological research points to six basic laws
of getting things done through others.
6Six Basic Behaviors
- Liking
- Reciprocity
- Social Proof
- Consistency
- Authority
- Scarcity
7Liking People like those who like them.
- 1990 study in Journal of Consumer Research
- The Tupperware Party guests buy to please their
hostess. To influence people, win friends.
8Liking People like those who like them.
- 1968 Article in Journal of Personality
- Participants stood physically closer to each
other after learning they shared political/social
values.
9Liking People like those who like them.
- 1963 Article in American Behavioral Scientists
- Insurance prospects were more willing to purchase
a policy from salesperson who was similar to the
prospects.
10Liking People like those who like them.
- Summary Find similarities!
- Application
- Youre a CPA too? We need a treasurer!
- You also like numbers? Can you audit our
books? - You like taking pictures too? We need a
photographer for our event!
11Liking
- In the Journal of Experimental Social
Psychology a study found that men felt greatest
regard for another who flattered even if the
comments were untrue!
12Liking
- Interpersonal Attraction by E. Berscheid
presents data showing positive remarks about
anothers traits, attitude, or performance
generates liking in return.
13Liking
- Summary Offer genuine praise!
- Application Find something positive about
another and express it. - Your attention to detail and organization will
be a great asset when we pull together our
Graalman package. - You are a good listener and would make an
outstanding secretary. - My Dad heard you give a speech on this topic and
raved about it and I was hoping youd accept our
invitation to present similar material at our
next event.
14Reciprocity People repay.
- Disabled American Veterans fund raising
letter includes a gift. Fund raising doubled
from 18 to 35. - Summary Give what you want to receive.
- Application Im happy to chair this years
NESI know I can count on you when I need help
someday. How many people from your team will you
send?
15Social Proof Others follow their own
- 1982 Journal of Applied Psychology experiment
in Columbia, SC reported a group went door to
door asking for money for charity and showing a
listing of people in their neighborhood who had
already donated. The longer the list, the more
likely people donated.
16Social Proof
- 1960 experiment in Journal of Personality and
Social Psychology described NYC residents asked
to return lost wallet to owner. More likely to
return when another NYCr had attempted to do so
and less likely to return when told a foreigner
tried to do so.
17Social Proof
- Others follow their own.
- Summary Use peer pressure!
18Social Proof
- Application
- I and others studied for the exam and well show
you how to pass it. - Im forming of team to study an important issue
that will include Chuck, Karen, and Lenn and
would like you to join the team. - Lockheed, Boeing, GD, and Raytheon contracting
leaders will participate and your input will be
valuable please join us.
19Consistency People align with public
commitments.
- 1982 research in Personality and Social
Psychology Bulletin revealed contributions nearly
doubled to the handicapped in certain
neighborhoods. Key factor was two weeks before
asking for contributions, he got residents to
sign a petition supporting the handicapped
thereby making a public commitment to cause.
20Consistency People align with public
commitments.
- Caution If a commitment is forced, coerced,
or imposed from the outside, its an unwelcome
burden. Psychological Reaction presents data
that youd vote the opposite way just to express
resentment.
21Consistency People align with public
commitments.
- Summary Get others to make commitments
active, public, and voluntary!
22Consistency People align with public
commitments.
- Application
- Next months article will be authored by Laura.
- Mark, may I publicize your event?
- William, tally up your Fellow points and let me
know if youre short in any area.
23Authority Believe an expert
- 1987 American Political Science Review found
when an experts views were aired, public opinion
shifted. Four out of five dentists recommend .
. .
24Authority Believe an expert
- A hospital study of physical therapy staffers
showed patients were not following their exercise
regimen. Frustrated by this, a survey of
patients was performed and found patients knew
little about the credentials of the therapists.
The fix was to display credendials in therapists
offices. Exercise compliance jumped 34!
25Authority Believe an expert
- Others cant always come to your office to see
your credentials. Use time at get-togethers to
weave. Network!
26Authority Believe an expert
- Summary Expose and express your expertise.
Dont assume its self-evident. - Application
- Pins (membership/Fellow/certification)
- Use time at networking breaks effectively.
27Scarcity Less can be good.
- Exclusive information is more persuasive than
widely available data. A student wrote about
beef buyers purchasing habits. He observed that
they more than doubled their orders when told
weather would force scarcity. But, orders
increased 600 when informed no one had the info
yet!
28Scarcity Less can be good.
- Exclusivity is good. Beware, however, of
insider information. - Summary Highlight unique benefits and
exclusive information.
29Scarcity Less can be good.
- Application
- The featured speaker is exclusive to our
chapter! - This seminar wont be repeated
- I have one more opening on my committee and need
your commitment before the next chapter meeting.
30Summary Getting things done through volunteers
will be fun!
- The six behaviors will help you recruit and
retain volunteers. These behaviors have been
shaped by cultural evolution over many years.
31Summary Getting things done through volunteers
will be fun!
- While networking and sharing munchies, let
others know about your skills and expertise at
the same time learning about the others likes,
dislikes, identifying similarities and giving
sincere compliments. Let your expertise surface,
and you increase your power of persuasion.
32Summary Getting things done through volunteers
will be fun!
- Legitimate expertise, genuine obligations,
authentic similarities, real social validation,
exclusive news and freely made commitments can
produce choices likely to be of mutual benefit.
33Retention and Motivation
- Understanding what motivates others will
increase contributions. - Lets illustrate with an exercise!
34Retention and Motivation
35Retention and Motivation
- Summary Leading your chapter to success will
be enjoyable if you understand the six behaviors
in recruiting volunteers and apply the three
motivators to retain them!
36Enjoy the ride!