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When high tech meets high touch
July 28, 2003
By Louise Chatterton Luchuk
What happens when information and communication technology
(ICT) meets
the high touch world of volunteerism? Until Vic
Murray and Yvonne
Harrison of the University of Victoria conducted a study
in 2002, little had been done to understand the impact of
the ICT revolution
on the voluntary sector, and specifically the management of volunteer
programs.
Survey said...
Murray and Harrison surveyed both a regional group (250 members of Volunteer
Victoria) and a national group (1100 addresses taken from
the Internet
mailing list of Volunteer Canada). The researchers
admit that the
survey was not representative of all volunteer-involving organizations
across Canada. However, the survey groups did represent all
sectors and
included managers of volunteers from organizations with
budgets of less
than $50,000 to organizations with budgets topping $1
million, from volunteer
programs with less than 10 volunteers to those with 200+
volunteers.
Survey questions centred around three ICT categories:
hardware (e.g. computers,
fax machines, cell phones and handheld computers) software,
and Internet
applications. While survey respondents were not big users of
cellphones
or handheld computers (e.g. Palm Pilot), the vast majority had access
to personal computers. A small percentage used specialized
volunteer management
software to recruit, place, and track volunteers (29% of the national
group and 15% of the regional group). In terms of Internet access, 95%
of the national group and 90% of the regional group were connected and
the majority had an e-mail account and made use of their
organization's
web site.
Murray and Harrison also tracked use of two recruitment
resources: VICTA
(a Volunteer Victoria-developed computerized matching service) and the
Volunteer Opportunities Exchange (VOE), an online
matching service.
The researchers found that the majority of survey respondents
used these
resources but the satisfaction rate was low.
ICT in action
Murray and Harrison wanted to know more than just who had access to what. They
wanted to uncover how ICT was being used. They discovered
that most were
still at a basic level. For instance, only about one-third of
survey respondents
used their web sites for online applications, such as
listservs to connect
with volunteers, etc.
There was also considerable variation in ICT use among different kinds
of voluntary organizations. The researchers found that
education and prior
computer experience did not appear to strongly influence ICT
use. However,
the level of volunteer management experience and the gender
of the manager
did. They also discovered that the size of the volunteer
program's budget
(in relation to the organization's total budget) had the
strongest influence
on ICT use (it is perhaps not surprising to read that the
number one reported
barrier to increasing the amount and variety of ICT options
was "not enough
money.")
While managers of volunteers may be hampered by budget constraints and
time constraints (the second most commonly reported barrier),
two-thirds
of respondents thought that ICT had a moderate to large
positive impact
on efficiency, productivity, and service quality.
An enthusiastic ICT proponent
Although only at her volunteer management position since May 2003,
Nancy Hughes
of VON
Durham Region
has great plans for incorporating ICT into her volunteer
programs. Through
VON Canada she
can access online volunteer training that includes an orientation and
volunteer responsibilities, plus information about health
topics and situations
that relate to volunteering with the VON. In addition, there
is a board
leadership online course and information specific to
Volunteer Visitors
and, coming soon, Meals on Wheels volunteers.
Hughes hasn't tapped into the online training yet but sees it as a
helpful tool because Durham Region covers a large geographical area.
Volunteering happens within each community and a volunteer may not
want to drive to the VON's Oshawa office just to receive their
orientation and training. Hughes also sees a window of opportunity
for employer-supported volunteer ventures. With online training,
volunteers could access training while at their workplace.
Currently, she uses the Internet to search for sites where she can post
volunteer position openings. "I'm very excited about
promoting volunteer
positions in a venue that's free!" says an enthusiastic
Hughes. She also
uses the Internet to research additional professional
development opportunities
for her and her staff, and also to research volunteer
management software.She's
hoping to purchase that software rather than relying on
programs developed
for the nursing side of the VON, or HR software that also
doesn't completely
fit her volunteer management needs.
Virtual volunteering
About five years ago it dawned on Randy Tyler of Winnipeg-based McDonald
Youth Services (MYS) that perhaps the Internet could help
him recruit
certain hard to find volunteers. He started to think like
his potential
volunteers do - the ones who instant message a friend who
lives just down
the street, or who first look for information by doing Google searches
on the Internet - and started developing virtual volunteer
opportunities
at MYS.
Over the years he has discovered what questions you need to
ask and what
processes you need in place for successful virtual
volunteering outcomes.
For instance, his online virtual volunteer application
includes questions
about the operating system, browser-type, and
computer/Internet experience
of the applicant. Tyler communicates using e-mail (including audio and
video attachments) and instant messaging.
ICT helps Tyler communicate with his on-site volunteers, too.
His voicemail
directs potential volunteers to the web site for more information, to
fill out applications and other forms, etc. He has developed a series
of auto-replies and scripts to keep track of and respond to volunteer
inquiries. "Technology is a means to an end," explains Tyler
"It's a tool
to help you be more productive so you don't need to recreate."
MYS virtual volunteers live in places like Ghana, Bangladesh,
the United
Kingdom, and Hong Kong, as well as throughout Canada and the
United States.
The approximately 30 virtual volunteers rely heavily on ICT
to contribute
to the mission of MYS by developing software, conducting
online research,
developing spreadsheets and databases, writing online newsletters and
annual reports, developing PowerPoint presentations, etc.
Tyler encourages others to expand their definition of virtual
volunteerism
beyond simply volunteering via the Internet. He advocates a
richer definition
that views virtual volunteerism as a way to bring people of different
cultures, races, geographic locations, and genders together. "It's not
cold. It's about connecting people, establishing
relationships. Personal
stories still happen and you hear your volunteers start
referring to 'us'
and 'we.'"
Murray and Harrison gave us the first glimpse of how managers
of volunteers
are tapping into ICT. With research like theirs, along with
the ingenuity
and enthusiasm of managers of volunteers like Hughes and
Tyler, the potential
exists for high tech to meet high touch in a very
significant way.
(Vic Murray and Yvonne Harrison continue to collect information on ICT
in the voluntary sector and currently have an online survey posted at:
iyv2.clubiti.com.)
Louise Chatterton Luchuk is a freelance writer and consultant who combines
her love of writing with experience at the local, provincial and national
levels of volunteer-involving organizations. For more information, visit
www.luchuk.com.
