Recruiting Minorities to Volunteer

Tuesday, September 16, at 12 noon, U.S. Eastern time

Sandra Delgado Searl is director of Hispanic mentoring at Big Brothers Big Sisters of America, in Philadelphia.

Margarita Rodriguez-Corriere is director of the Hispanic Initiative at Junior Achievement Rocky Mountain.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Welcome to today's live discussion about attracting minority volunteers. This is an important and often overlooked part of the effort by charities to become more diverse. We are pleased to have to fantastic guests who work full time in this area -- Margarita Rodriguez-Corriere of Junior Achievement Rocky Mountain and Sandra Delgado Searl of Big Brothers Big Sisters of America. Both have been successful in attracting more Hispanic volunteers for their organizations. They can also talk about how their experience related to other minority groups.

Peter Panepento (Moderator):
    We'd like to encourage you to ask questions of our guests for the next hour. To do so, simply click on the "ask a question" link on this page and type in your query. We'll post the response as soon as it is ready.

Question from Peter Panepento -- Moderator:
    Can you talk a bit about why it is important for charities to have a diverse base of volunteers. How does it benefit an organization to have volunteers from diverse backgrounds?

Sandra Delgado Searl:
    It allows organizations to strenghten its services. In the case of Big Brothers Big Sisters recruiting volunteers of diverse backgrounds will help us transform our practices and systems. This includes conducting recruitment more effectively, enrolling more volunteers sensitively, providing effective support to our matches, for same-race and cross race matches. At-risk youth enrolled in our programs have diverse racial/cultural assets and by promoting means to strengthening such identity (knowledge, comfort, pride) youth have an asset to leverage in succeeding in his/her own culture, with other cultures and in the mainstream culture. Having volunteers of all types and walks of life provides a larger pool of options and volunteers parents and children can feel most comfortable with.

Sandra Delgado Searl:
    Diversity also brings a different array of experiences and perspectives to the table; allowing an organization to better adapt programs for the ethnic population group and account for things that otherwise might have been missed

Question from Monica Dignam, Amer Society for Association Executives:
    In our new book, The Decision to Volunteer (http://www.asaecenter.org), a survey of 26,000 people who belong to associations, we found that people who belong to professional groups volunteer at three times the rate of the general public. This suggests that charities would do well to identify professional and trade associations in their sector for partnerships. (There are many associations that serve diverse populations.) What is your view on this tactic for increasing volunteering?

Margarita Rodriguez-Corriere:
    I have had great success with Hispanic Affinity Groups and Employee Resource Groups within large companies. But, at the same time, I have volunteers that are business owners and from the community that are just as passionate about the cause and do not belong to one of these groups.

Question from Peter Panepento:
    Margarita, what have you found to be some of the most effective ways to make initial connections with potential volunteers with diverse backgrounds?

Margarita Rodriguez-Corriere:
    I attend and have booths at many Latino events. Whether they be at the community level, through the Archdiocese, Hispanic Chambers of Commerce or at school districts. At these meetings I meet Latinos that are passionate about helping the community and completely understand the achivement gap that exists between ethnic groups and the rest of the student population. I also network with each individual volunteer on a personal basis and they usually put me in contact with another passionate Latino. It's grassroots marketing at its best.

Question from Peter Panepento -- Moderator:
    Sandra, you work largely with Hispanic volunteers. What are some of the biggest challenges you have found in being able to engage folks of Hispanic backgrounds in American volunteer efforts?

Sandra Delgado Searl:
    Our local agencies share with us that Hispanic volunteers are in demand and those that are volunteering are wonderful volunteers that will help recruit more! Some challenges include low awareness of opportunities available, lack of relevant recruitment materials that Hispanic volunteers prospects can connect with to understand what is required of them and assumption that a great deal of time will be involved. Barriers can be overcome with the right focus and communication strategy in place.

Question from Kathryn Lynch, Girl Scouts in the Heart of PA:
    Are there any best practices you can share which work better when recruiting in diverse markets? Our geography has many Hispanic/Latino populations, and we don't seem to have great success attracting volunteers from that source.

Margarita Rodriguez-Corriere:
    Yes. I thoroughly believe my job is a "sales" job. My product (volunteering) is intangible so I must be able to inspire with stories and be passionate about the cause. One of the best sources for ethnic volunteers has been with other government agencies, police, firefighters and retired teachers. These folks have a better understanding of what is occurring at the community level and have the ability to volunteer.

Question from Wenonoa Spivak, Willamette Valley Hospice, small nonproit:
    Would you discuss successes you have had with recruiting diverse volunteers?

Sandra Delgado Searl:
    Big Brothers Big Sisters affiliates accross the nation are focused and have established strategic goals to increase the proportion of Hispanic volunteers to the ratio of total volunteers. CEOs, Board Members and Advisory Council members establish goals, track and review them on a regular basis. We increased our colaboration with Hispanic focused organizations such as the National Council of La Raza, Hispanic Scholarship Fund and US Hispanic Chamber of Commerce. Engaging community leaders at the table as part of a Hispanic Advisory Council and African American Task Force has yielded more connections. ensuring collaborations are reciprocal are key to success.

Question from Wenonoa Spivak, Willamette Valley Hospice, small nonproit:
    Would you discuss successes you have had with recruiting diverse volunteers?

Margarita Rodriguez-Corriere:
    I have aligned the JA Hispanic Initiative with the Mayor's Office for Economic Development in Denver. I positioned the volunteer effort as having a positive economic effect for the city of Denver because we are helping Latinos become workforce ready and we inspire and provide role models that can impact the drop out rate. I have also contacted FIRE; a latino affinity group of firefighters interested in recruiting Latinos at the high school level; to volunteer to teach Latinos students about careers.

Question from Jase, volunteer organization:
    I work with volunteers with disabilities and my struggle does not come from recruiting them to volunteer, but placing the volunteers in long-term positions. Do you have any suggestions for working with organizations that utilize volunteers to welcome minority groups such as individuals with disabilities? We have conducted training that organizations responded to but still we are having trouble connecting the volunteers.

Sandra Delgado Searl:
    Off the top of my head I lack the appropriate knowledge to answer this one but will make a note to follow-up on this.

Peter Panepento (Moderator):
    Jase. If you'd like Sandra to follow up with you directly on your question, please send me your e-mail address and I will put you in touch. I can be reached at peter.panepento@philanthropy.com. Thanks.

Question from Ann MacCreery, Volunteer Center of Greater Kalamazoo:
    What methods do you recommend for identifying 'connectors' in minority groups that will help us expand our outreach to identify and include minority volunteers in our work.

Margarita Rodriguez-Corriere:
    Depending on the business base that exists at your location, most companies have Latino groups. They are identified as AG or ERGs. You can do some investigation online to find the national group of each company and contact them; that person will usually forward you a contact locally. I have also contacted Hispanic Initiative Directors of other companies such as DISH Latino; and they are a wealth of knowledge. I find these people by using google, Linked In, etc.

Question from Ann MacCreery, Volunteer Center of Greater Kalamazoo:
    My perception regarding recruiting minorities into a volunteer position means creating an inclusive environment, where all people feel welcomed and appreciated. Can you comment on ways to accomplish this goal? What challenges might we encounter due to a lack of understanding of cultural differences between communities?

Sandra Delgado Searl:
    You hit right on the bulls-eye. You can't have one without the other. The challenge is how to advance both goals at the same time: recruitment and retention. It may be easier to get them to the door but to stay is another whole "sell". We have to place emphasis on recruiting to retain. Hence our "external" recruitment campaign has to run parralel to an "internal" cultural competency curriculum to help staff and even leadership understand the importance/value of such volunteers and what they bring to the table. We are learning that it is not about breaking through stereotypes but rather encourage people to "meet them where they are most comfortable" (emotionally, language, socioeconomic, physical location, etc.) It will require a balncing act between capacity of organization on knowledge acquisition while putting it in practice as you go. Patience, tolerance is perhaps the greatest virtue.

Peter Panepento (Moderator):
    A quick reminder: As we approach the halfway point in today's discussion, I'd like to invite you to submit your questions to Margarita and Sandra. Click on the "ask a question" link to submit your questions for our guests -- or to share your own tips and experiences on this topic.

Question from Kathryn Lynch, Girl Scouts in the Heart of PA:
    When recruiting in the Latino population, what would you consider to be "must haves" for recruiting materials?

Margarita Rodriguez-Corriere:
    I developed a particular material specific for Hispanic volunteers. I made a dual sided post card size (for ease of storing/carrying/handing out) volunteer piece that states the "call to action"(why) how much time is required of the volunteer, the "who" to contact, the types of volunteering programs available "what" and the "perceived benefit" of volunteering. Volunteers seem to always ask the time committment, and the flexibility with their personal schedules.

Question from Peter Panepento -- Moderator:
    Can you talk a bit about why it is important for charities to have a diverse base of volunteers. How does it benefit an organization to have volunteers from diverse backgrounds?

Margarita Rodriguez-Corriere:
    Diversity promotes excellence. We are better able to serve the consumer (students) and volunteers when we have folks that come with a variety of life experiences and a knowledge base that helps us adapt our programs to better serve each ethnic group. In addition, our volunteers are perceived as "role models" to classrooms that are primarily representative of the volunteers ethnic background and have the ability to inspire students to achieve.

Question from Ann MacCreery, Volunteer Center of Greater Kalamazoo:
    In your experience, do you believe that different approaches are required when working with unique ethnic groups, or is it the same methodology of approaching individuals and working from a grassroots word of mouth approach?

Sandra Delgado Searl:
    Our Big Brothers Big Sisters agencies have tried both and continue to do so, depending on the goal. There will be those who will require hand holding, those who will want to sign up and step up right away and those who will want to help in a silent way. "Meeting each person where it's most comfortable" is key to accomplishing your goals. The approach and story we would take to recruit volunteers from a Corporation or faith-based organization will be different than the approach we will take recruiting at a local Heritage celebration festival. We have to do both and have the right person and right ambassador "walking the journey" with you. What doesn't work is translating your current materials into Spanish and assuming they are relevant to the Hispanic population. The Hispanic population, by itself, is complicated in terms of acculturation, language preference, etc. Knowing who you want to target helps dictate which approach would be best.

Question from Peter Panepento, Moderator:
    How important is it for organizations to have a diverse staff if they want to have a diverse base of volunteers? Does it hurt the credibility of a smaller organization in the Hispanic community, for instance, if they do not have paid employees from the same background?

Margarita Rodriguez-Corriere:
    In my experience, it is far better to have a staff that is representative of the market that one is serving. In my personal experience with all of the community, city, school district and Archdiocese events aimed at Latinos, it is very beneficial to have a Latino representing the organization. It is also one of the biggest challenges facing US companies today, diversification. There seems to be a small pool of ethnic employees from which to hire from. Especially since non profit compensation is far below what corporate America can offer

Peter Panepento (Moderator):
    We have time for a few more questions before the hour is up. Please feel free to submit them now by clicking on the "ask a question" link and typing your query.

Question from Peter Panepento, moderator:
    Sandra, you mentioned your efforts to change the internal culture of your organization to help this effort. Can you talk about some of the ways in which you have been doing this?

Sandra Delgado Searl:
    At Big Brothers Big Sisters we have been undergoing a transformation in many ways, specifically to become more urgent and relevant to the call of helping our children grow up in America in a more positive way. Establishing goals to serve a higher proportion of children at risk was the fundamental shift. In addition, we went a step further in establising goals by race and ethnicity to ensure we are serving all children at risk. For an organization with more than 100 years of history this was a big step in the right direction. Establishing the strategic direction and shift was the natural, what derived from this includes csacading those goals through the organization. We also have reviewed our staff training program, our volunteer recruitment materials and family/parents orientation materials. We have been bringing more people to the table, including organizations we had not collaborated with in the past due to lack of knowledge or resources. Establishing the Hispanic Advisory Council in 2003 and the African American Task Force were landmarks. All while focusing on the outcomes of our programs and ensuring Child Safety and Protection. It requires a culture of philanthropy, advocacy and reciprocal relationships, among others to make it happen.

Sandra Delgado Searl:
    55% more Hispanics will recall seeing an ad in Spanish even if they're English dominant and bilingual 50% more Hispanics recalled the ad message correctly when in Spanish English ads towards the Hispanic population are 67% less effective in persuading the Hispanic consumer

Question from Peter Panepento:
    Margarita -- Can you provide some anecdotes of successful relationships you've helped create with volunteers that demonstrate how to effectively build relationships?

Margarita Rodriguez-Corriere:
    The Hispanic volunteer retention rate is about 70%; which means 70% of Hispanic volunteers return year after year compared to Junior Achievement in general has a retention rate of about 30%. Due to Hispanic volunteer referrals, we recruited 102.1% more volunteers last semester. We also train one-on-one with each individual volunteer and develop a personal relationship with each one; a huge time committment on the front end but with an enormous payoff.

Question from Kathryn Lynch, Girl Scouts in the Heart of PA:
    When creating recruiting materials for the Latino population, is it imperative that all be tranlated into Spanish? How much am I missing the boat if I cannot or choose not to make materials available in Spanish?

Sandra Delgado Searl:
    It depends on your target or which segment of the Latino population you are trying to recruit. It will also depend on which region of the country you are concentrating your efforts in. Many Latinos living in the U.S. longer than 6+ years may prefer English as their dominant language. However, there is also an overwhelming majority that connects to Spanish as the language of their heart. You may also face less acculturated Latinos who claim English as their preferred language but cannot really understand it. One of the key recommendations from our research was to relax the language requirements to attracte more volunteers. This means avoiding "defining yourself" when explaining the programs versus talking every day language. I recommend creating a mini focus group in your organization with existing Latinas and asking them for advice based on your goal and your target. I can tell you that our communication to Latinos will involve more visual images and less complicated words moving forward, ad to every extend possible we will aim for bi-lingual materials.

Question from Ann MacCreery, Volunteer Center of Greater Kalamazoo:
    We have a Hispanic Association in our community and often assist them in recruiting volunteers using an online database connected to our website. We have considered publishing their volunteer opportunities in Spanish as well as English to attract volunteers. What do you think of this idea?

Margarita Rodriguez-Corriere:
    My background is in marketing, the answer is YES. Here are a few stats: 55% more Hispanics will recall seeing an ad in Spanish even if they're English dominant & bilingual. 50% more Hispanic recalled the ad message correctly when in Spanish. English ads aimed at Hispanic consumers were 67% less effective in persuading the Latino consumer. Since 1994 these statistics have not changed significantly.

Peter Panepento (Moderator):
    Thank you to everyone who took the time to join us today. A special thanks to both Margarita Rodriguez-Corriere and Sandra Delgado Searl for sharing their time and expertise. We'll be back next Tuesday at noon Eastern time for our next discussion on online outreach. And please feel free to visit http://philanthropy.com/live to access transcripts of all of our previous discussions. Thanks again.

Sandra Delgado Searl:
    On behalf of Big Brothers Big Sisters thank you for inviting us to the discussion. It's been a pleasure.