Make volunteering irresistible with content that connects
Volunteer recruitment is one of the biggest challenges charities are facing right now.
Six in ten charities are still struggling to recruit volunteers, with lack of time and interest cited as key barriers.
But there’s real power in social media to help turn things around. Not just by asking for volunteers, but by showing them what it feels like to be one.
Posting a vacancy and hoping it lands doesn’t cut it anymore. If we want people to take action, we need to connect emotionally, highlight real impact, and make volunteering feel meaningful and doable.
So, if you’re planning a volunteer push this year, here are some practical ideas and inspiring examples to spark your next post 👇
Share the story, not just the CTA
Yes, there’s a place for clear “We need volunteers!” posts... but it’s also easy to scroll past. Especially when your audience is busy - deep in a meme spiral, stalking dogs on Instagram, or watching someone clean their air fryer on TikTok.
If we want people to pause, pay attention, and take action, we need to do more than post the vacancy. We need to tell a story that makes them feel something.
That means showing what it’s like to be part of your community. What a volunteer might gain, not just what they’ll give. What it looks like, sounds like, feels like. And why it matters.
The strongest recruitment campaigns speak to hearts and heads. They help people imagine themselves stepping into that role, even if they’ve never volunteered before.
✨ Here are a few ways to bring that to life on social:
Share a day in the life of a volunteer - the mundane bits and the magical ones
Interview someone about why they volunteer (and what they get out of it)
Encourage user-generated content and ask volunteers to tag you in their posts
Use throwback photos or milestones to build a sense of legacy and purpose
Celebrate your volunteers publicly and show the community that future volunteers could be stepping into
These stories don’t need to be long or over-produced. Often, it’s the honest, small moments that land the hardest.
So what does that actually look like in action?
Let’s take a look at a few brilliant examples from charities who are already doing this well 👇
Dogs for Good: A day in the life of Dante
I mean, how cute?! 🐶
This Instagram carousel from Dogs for Good follows golden retriever Dante through a day of puppy training, all through the eyes of a volunteer. It’s simple, visual and full of warmth. The caption shines a light on the magic of volunteer Puppy Socialisers - what life looks like with a trainee pup and how others can get involved (or simply help by sharing the word if they can't volunteer right now).
Why it works:
✅ It tells a story through moments, not marketing
✅ It makes the volunteer’s experience tangible and relatable
✅ It doesn’t rely on slick production - just personality
💡 Try this: Follow a volunteer through their day. Use natural photos, and honest captions.
Oxfam: Real voices, real energy
Oxfam encourages volunteers to create content on their own TikTok profiles, from shop teams to festival crews.
This means the message comes from within the community, not just the comms team. One volunteer might be sharing their festival experience, while another shows the daily buzz of life in a charity shop.
Why it works:
✅ It’s authentic and diverse
✅ It reflects local experiences
✅ Volunteers become advocates, not just helpers
💡 Try this: Invite volunteers to share their own content with prompts like “What surprised you most about volunteering?” or “What does a typical day look like for you?”
Breadwinners: Clear, vibrant, community-first
Breadwinners’ mentor recruitment LinkedIn post is a brilliant example of warmth + urgency. Big bold visuals, clear messaging, and lots of human connection.
Why it works:
✅ Text overlays highlight the “why” fast
✅ Every photo shows connection, purpose and real people
✅ There’s a clear, easy next step
💡 Try this: Use a three-slide carousel with “what, why and how”:
What’s the opportunity?
Why it matters
How to get involved
Oxfam's multi-reason magic
If you want a masterclass in spelling out the real benefits of volunteering, from skill-building to community vibes, Oxfam’s pinned Instagram post nails it.
They didn’t just ask people to get involved. They made the case real, breaking it down into everyday, relatable reasons.
Why it works:
✅ It speaks to a range of motivations
✅ It’s friendly, clear and confidence-building
✅ It taps into both emotion and aspiration
💡 Try this: List 3-5 “what’s in it for you” points in your caption. Think beyond the task. What do volunteers actually get from the experience?
🛠️ Practical content ideas to try
Here are some ideas you can mix and match into your content calendar - especially useful if you're planning a volunteer recruitment push:
Pin a key post on your socials during campaign periods
Update your social cover images to spotlight volunteering
Post a carousel of all your current roles
Share FAQs to address perceived barriers or myths to volunteering
Use relevant awareness days to boost reach
Run a Meta ad campaign with a great volunteer story-driven post to drive interest
Volunteer recruitment isn’t just about calls to action - it’s about building excitement and showing people the value of getting involved. When you bring human stories to the front, social media becomes your secret superpower.
Planning a campaign this year? If you want to make it more human, more impactful, and more likely to spark action, we’d love to help.
👉 Get in touch for a free brainstorm call - no pressure, just ideas.