Volunteers are the heartbeat of the nonprofit sector, bringing essential energy, time, and skills to mission-driven work. But too often, nonprofits struggle to keep them engaged. What determines whether volunteers stay or drift away? A landmark study by the Urban Institute, Volunteer Management Practices and Retention of Volunteers, offers research-based answers every nonprofit should consider.

The Basics: Volunteer Management Practices

The study, based on a national sample of over 1,300 charities, investigated nine core volunteer management practices:

• Supervision and communication with volunteers
• Liability coverage
• Screening and matching volunteers to roles
• Tracking volunteer involvement
• Written policies and job descriptions
• Volunteer recognition efforts
• Measuring volunteer impact
• Training for volunteers
• Training for paid staff to work with volunteers

While most nonprofits reported using at least some of these practices, only regular supervision and communication was widely adopted at a high level. Recognition events, written policies, and training programs were far less common.

What Actually Increases Volunteer Retention?

Surprisingly, not all management practices equally support retention. The data shows that nonprofits that retain volunteers successfully tend to:

• Recognize volunteers through awards, appreciation events, or public acknowledgment
• Provide training and development to enrich the volunteer experience
• Screen and match volunteers thoughtfully with tasks that suit their skills and interests

These practices put the volunteer experience at the center—a key predictor of whether someone chooses to continue their service.

Interestingly, practices like tracking volunteer hours or offering liability coverage—which are organizationally useful—did not impact volunteer retention.

One Surprising Finding

The study found that frequent supervision and communication, while widely practiced, sometimes correlated with lower retention. Why? One possibility is that when communication mimics the formality of a job, it may feel less rewarding. Another is that increased supervision might be a reactive measure to address volunteer disengagement—not a preventive one. Either way, the takeaway is clear: supervision must be supportive, not stifling.

Beyond Practices: Culture Matters

The study highlights that retention depends not just on management practices, but on organizational culture and support:

• Charities that value volunteers and create a welcoming environment report higher retention
• Lack of funding for volunteer support correlates with higher turnover
• Organizations where volunteers help recruit others also see stronger retention rates

Even the age of volunteers plays a role. Organizations with a high percentage of volunteers under 24 reported lower retention, possibly due to life transitions or limited community ties.

Tailoring Your Approach

Retention strategies aren’t one-size-fits-all. The study found that:

• Charities using volunteers for direct service (like mentoring or tutoring) are most likely to adopt comprehensive practices
• Those using volunteers for administrative tasks are less likely to offer recognition or training
• Larger nonprofits generally adopt more practices—but smaller ones may retain volunteers better, likely due to more personalized attention

Whether your organization relies on episodic or long-term volunteers, tailoring your strategies to their roles and needs is essential.

Focus on the Volunteer Experience

Use this checklist to assess and strengthen your volunteer retention strategy >>>

Retaining volunteers isn’t just about good data tracking or policies—it’s about creating a fulfilling, mission-aligned experience. Recognition, training, and thoughtful placement are the most effective investments nonprofits can make.

To retain the human resources that make your mission possible, build both the infrastructure and the culture that invites volunteers to stay, grow, and bring others with them.

Want to strengthen your volunteer program? Start by auditing your practices and asking your volunteers what helps them feel valued. For more insights and practical tools, contact us via the Nonprofit Snapshot LinkedIn Page.