Whether you're planning a special event from scratch or managing an ongoing project, the success of your event may well depend on your volunteers' participation and enthusiasm. Golf outings, 10K runs, parades—you name it—highly depend on volunteer support. While no single life experience prepares you to manage large-scale volunteer initiatives, you can take steps to guarantee your event's success.

Prepare, then prepare some more

A Western Open Perspective Tom Ford Having planned conventions and special events for more than ten years, felt well prepared to provide administrative support for the 2001 Advil Western Open. I had experience in managing details, communications and people. With the Illinois Park and Recreation Association (IPRA) providing nearly 400 volunteers covering over 600 shifts, the Western Open was simply a larger version of previous events I had coordinated. IPRA's presence at the tournament extended from the gates to hospitality areas and from the clubhouse to the cart-barn. The fundamental difference between the Western Open and previous events I'd been affiliated with was the overwhelming support of IPRA's volunteers. From seasoned volunteers in leadership positions to first-time participants, IPRA's volunteers demonstrated incredible generosity, good humor and commitment. The IPRA Western Open Committee chairpersons Sue Bear and Karen Kiester (and the entire Western Open Committee) set an excellent example for all our volunteers by shepherding them through pre-event training and handling on-site supervision. As a result of participating in the 2001 Western Open, I am convinced that the importance of volunteers cannot be underestimated. Event coordinators owe it to their volunteers to do everything possible to ensure a meaningful volunteer experience: an experience they will want to repeat. Manage your event and volunteer relations well, and the success of your event will be a foregone conclusion. Thanks to the 2001 IPRA Western Open Committee: Sue Bear, Tom Carstens, Mike Clark, Mary Defiglia, Jim Ferrera, Mike Fugiel, Tom Gullen, Karen Kiester, Mark McKinnon, Sue Micklevitz, Ron Oestreich, Kristino Scharp, Mark Schneiderman, Jason Stoneham, and Roul Zaidivar. Tom Ford is the deputy chief administrator of the Illinois Park and Recreation Association.

Your ability to efficiently organize and manage details, people and information sets the stage for a successful event. Volunteers participating in well-managed events have the best possible opportunity to enjoy a meaningful experience: an experience they'll want to repeat, and one they will share with prospective volunteers and other interested third parties.

An integral part of your event preparations must include the development of purposeful communications to attract, inform and motivate your volunteers. Volunteers who receive clear, timely communications are better able to discharge their responsibilities in an effective manner. Your communications tools (letters, e-mails, handbooks, Web site) and content (invitations, schedules, training materials, directions) provide the foundation on which your volunteers' knowledge base is built.

Well-informed volunteers are less likely to repeatedly request further information or require extensive "hand-holding." They are also more likely to successfully meet your performance expectations.

Your leaders set the standard

Volunteers play a variety of roles in major events sponsored by non-profit organizations. Such roles may include leadership (boards, committees and function-specific teams), training of new and returning volunteers, and event management. Beyond all else, the strength of your volunteer leadership groups will have an inescapable impact on the success of your event.

Your board and committee members set the standard to which the rest of your volunteers will rise. Your leaders provide the behavior model and you can be assured that all your volunteers will emulate their level of commitment and their work ethic, for better or worse.

Peer-to-peer volunteer solicitation and training

When it comes to finding volunteers, the best place to look is among your existing volunteers' circles of acquaintance. Your current supporters have a good understanding of what you need, and they can do an excellent job of selecting those individuals best suited to make a meaningful contribution.

Think of your existing volunteers as your ad hoc recruitment team, charged with tracking down qualified leads for your open volunteer positions. Committed, satisfied volunteers attract "new blood" far more effectively than any promotion you could devise. This presumes that your current volunteers feel that their participation is meaningful and appreciated.

Committed, satisfied volunteers attract "new blood" far more effectively than any promotion you could devise.

Just as your current supporters understand what to look for in recruiting new folks, they also are in an excellent position to know what the content and approach should be in training new volunteers. Having served in a volunteer capacity and gained valuable insight into the process, your current volunteers can speak in an effective way about the very things your new volunteers need to know.

One thing all your volunteers should know is that, as a volunteer, they are ambassadors for your agency and their actions reflect on your organization, positively or negatively. Your peer-to-peer training should carry through to the on-site management of your event. Teaming experienced volunteers with those less experienced is an important extension of your training process.

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2002 Advil Western Open: A Terrific Volunteer Opportunity Last year, nearly 400 IPRA volunteers contributed to the success of the Advil Western Open. IPRA volunteers staff the player's shuttle, media tent, clubhouse, hospitality areas, gates and ticket operations greeting the 200,000 + spectators expected to be on hand. Karen Kiester of the River Trails Park District and Mark McKinnon of Homewood-Flossmoor Park District are the co-chairpersons of the 2002 IPRA Western Open Committee, which will coordinate nearly 5,000 hours of volunteer service at the event. A majority of IPRAs volunteers participate year after year and, based on a 2001 survey, more than 99 percent of IPRAs volunteers want to participate in this year's event. The 2002 Advil Western Open, held July 1 - 7 at Cog Hill Golf and Country Club in Lemont/ Illinois, is expected to draw an outstanding field of golfers competing for over 3.7 million dollars in prize money. Adding interest to the tournament is the fact that it is now a qualifying event for the British Open. Proceeds from the tournament benefit the Evans Scholars Foundation, which has provided a college education to more than 7,000 high school students and former caddies. "Having an IPRA volunteer force that we can count on is an extraordinary benefit to the Tournament," says John Kaczkowski, tournament director. "Their organizational and people skills hove improved our efficiency and our public relations. We look at these volunteers as our tournament ambassadors." Join the Crew in 20021 Get a firsthand look at how this PGA event operates and pick up ideas that may work at your agency. To volunteer, contact Tom Ford at the Illinois Park and Recreation Association, 630.752.0141, tom@il-ipra.org or visit_www.ilipra.org/western_open_02.htm for tournament information and volunteer forms.

New volunteers more readily adjust to their responsibilities and maintain an increased level of comfort with their new volunteer assignment by having more seasoned volunteers at their disposal.

Care and feeding of volunteers

Under the broad umbrella of volunteer appreciation fall several important concepts.

You must understand the value of volunteers' time. In a world where "free time" is an endangered species, we must strive to fully grasp the notion that our volunteers are taking time out of their lives for our organization's event. With this in mind, we should not plan unnecessary meetings or otherwise waste the precious commodity of time that our volunteers have offered us.

Volunteers must be made to understand the importance of their participation. Every effort should be made to express to each volunteer that his or her involvement matters. At all levels of participation, from leaders to "front-line" volunteers, every person plays an integral role in the success of your event. This is an essential message to convey!

Training and socialization opportunities express appreciation and serve additional purposes as well. Training expands the participants' understanding of your goals, objectives and expectations and may also offer highly valued personal growth opportunities. Social activities build relationships among volunteers, which builds morale, increases satisfaction and improves your volunteer retention rates.

Your enthusiasm for your event and gratitude toward volunteers is vital! Don't underestimate the extent to which your attitude affects your volunteers' perception of their experience. Enthusiasm, like laughter, is contagious. If your enthusiasm is genuine and consistent, it has the power to elicit this important emotion from your volunteers. Similarly, gratitude, if delivered honestly and repeatedly, will reinforce your volunteers' positive experience.

Food and rest are necessary elements of a volunteer's experience. Just as your volunteers' emotional well-being is supported through recognition efforts, their physical well-being should be tended to by your ensuring appropriate amounts of nourishment and rest. Well-fed and rested volunteers will have a more enjoyable experience and will be easier to retain for future events.

Physical mementos of volunteers' participation are important, and need not cost a fortune. While the volunteer experience itself can be a reward, it's always best to have a tangible means of conveying your appreciation. Shirts, key chains and product or service gift certificates are just a few possible ways to express your gratitude in a concrete way. Prospective volunteers may also see your token of appreciation and be drawn toward volunteering themselves. Recognition events such as post-event parties are often very well received, but physical mementos provide recognition with a shelf life.

Tom Ford
is the deputy chief administrator of the Illinois Park and Recreation Association.

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