The Psychology of Volunteer Recruitment - Part 1

The Psychology of Volunteer Recruitment is a two-part webinar designed for nonprofit leaders who want to attract the right volunteers, keep them engaged, and build long-term commitment.

In this psychology-infused session, Dr. Michael Barbera, consumer psychologist and behavioral strategist, explains why people choose to volunteer, why engagement fades over time, and what organizations can do differently to create meaningful, lasting involvement. This is not about generic appeals or feel-good messaging. It is about understanding how people actually make decisions and using that insight to design better volunteer experiences.

Part One focuses on the decision to volunteer. Participants will learn how identity, social norms, perceived impact, and effort influence whether someone says yes. Leaders will gain practical guidance on how to frame opportunities in ways that feel personally relevant and easy to commit to.

Part Two focuses on retention. This session explores the psychology of belonging, purpose, and habit formation, and how onboarding, communication, and recognition shape long-term engagement. Attendees will leave with a clear framework and practical tools they can apply immediately to strengthen volunteer commitment and impact.