Importance of organizational volunteer retention and communication with volunteers during the COVID-19 pandemic

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ABSTRACT We used the online survey method to explore the relationship between the importance of volunteer retention during the COVID-19 pandemic and organizational volunteer communication practices among nonprofit organizations’ leaders of local communities. The target population for our study was 696 nonprofit organizational leaders. The response rate was 10.6%. Organizational volunteer communication practices explain 63% of the importance of organizational volunteer retention during the COVID-19 pandemic. Despite the challenges posed by COVID-19, organizations placed significant value on effective organizational communication practices, especially in developing trusting relationships with volunteers, encouraging free-flowing communication, and listening to volunteers. Outreach educators and volunteer administrators should educate local nonprofit leaders on effective communication practices during times of uncertainty. Organizations that depend heavily on volunteers must ensure that their leaders understand the importance of communication strategies and implement them effectively. For local community nonprofit leaders, organizational volunteer communication skills are even more crucial during crises, such as the COVID-19 pandemic.