How to Recruit and Retain Volunteers: Harnessing the Power of Getting Things Done Through Others

1. How 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

2. Agenda • Introduction • Understanding the Science of Persuasion • The Six Basic Behaviors • Summary – Getting things done through volunteers • Retention and Motivators (exercise) • Summary

3. Brief Resume – Rose Gazarek • Born & raised in AZ, now in Upstate NY • BA in Business, Exec Education UCLA • Director, Contract Negotiations @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@kodak.com

4. The chapter leader’s greatest challenge: Getting things done through others

5. Few have the gift of persuasion. “Because I’m the Boss” is ineffective. Psychological research points to six basic laws of getting things done through others.

6. Six Basic Behaviors Liking Reciprocity Social Proof Consistency Authority Scarcity

7. Liking – 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.

8. Liking – 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.

9. Liking – 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.

10. Liking – People like those who like them. Summary: Find similarities! Application: • “You’re 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!”

11. Liking 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!

12. Liking Interpersonal Attraction by E. Berscheid presents data showing positive remarks about anothers’ traits, attitude, or performance generates liking in return.

13. Liking 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 you’d accept our invitation to present similar material at our next event.”

14. Reciprocity – 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: “I’m happy to chair this year’s NES—I know I can count on you when I need help someday. How many people from your team will you send?”

15. Social 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.

16. Social 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 NYC’r had attempted to do so and less likely to return when told a foreigner tried to do so.

17. Social Proof Others follow their own. Summary: Use peer pressure!

18. Social Proof Application: • “I and others studied for the exam and we’ll show you how to pass it.” • “I’m 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.”

19. Consistency – 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.

20. Consistency – People align with public commitments. Caution: If a commitment is forced, coerced, or imposed from the outside, it’s an unwelcome burden. Psychological Reaction presents data that you’d vote the opposite way just to express resentment.

21. Consistency – People align with public commitments. Summary: Get others to make commitments active, public, and voluntary!

22. Consistency – People align with public commitments. Application: • “Next month’s article will be authored by Laura.” • “Mark, may I publicize your event?” • “William, tally up your Fellow points and let me know if you’re short in any area.”

23. Authority – Believe an expert 1987 American Political Science Review found when an expert’s views were aired, public opinion shifted. “Four out of five dentists recommend . . .”

24. Authority – 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%!

25. Authority – Believe an expert Others can’t always come to your office to see your credentials. Use time at get-togethers to weave. Network!

26. Authority – Believe an expert Summary: Expose and express your expertise. Don’t assume it’s self-evident. Application: • Pins (membership/Fellow/certification) • Use time at networking breaks effectively.

27. Scarcity – 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!

28. Scarcity – Less can be good. Exclusivity is good. Beware, however, of “insider” information. Summary: Highlight unique benefits and exclusive information.

29. Scarcity – Less can be good. Application: • “The featured speaker is exclusive to our chapter!” • “This seminar won’t be repeated” • “I have one more opening on my committee and need your commitment before the next chapter meeting.”

30. Summary – 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.

31. Summary – 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 other’s likes, dislikes, identifying similarities and giving sincere compliments. Let your expertise surface, and you increase your power of persuasion.

32. Summary – 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.

33. Retention and Motivation Understanding what motivates others will increase contributions. Let’s illustrate with an exercise!

34. Retention and Motivation Exercise

35. Retention 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!

36. Enjoy the ride!