Turning Holiday Volunteers into Year-Round Ambassadors

Each November and December, many people feel the call to give back — motivated by the holiday spirit, compassion, or a desire to help others. Non-profit organizations understandably ramp up holiday programs, not only to bring joy during a special season, but also to provide an accessible point of entry for individuals who want to volunteer.

Nonprofits often experience a 40–50% spike in volunteer participation between Thanksgiving and New Year’s, compared to other months.

But once the holidays have passed, what happens to those volunteers? How many of them remain involved in the new year — or transition into ambassadors who support your mission long-term? More importantly: what can you do to guide that transformation?

If you reflect on the interactions and touchpoints during the holiday season, you’ll realize you had a unique opportunity to “plant the seed” of commitment — but without a dedicated follow-up strategy, that seed might never sprout. Below are some thoughtful, actionable steps to help convert holiday goodwill into sustained engagement.

“The holidays bring people through the door. What keeps them coming back is the feeling that they matter.” - Volunteer Program Director, Maryland Community Food Bank

1. Begin with strong, clear communication — from the very first point of contact

From recruitment (or when a volunteer finds you) all the way through their first shift and beyond, communication matters. You might:

• Send an automatic confirmation (e-mail or text) the moment someone signs up, expressing gratitude and outlining next steps.

  
  

• A day before their shift, send a friendly reminder with necessary details: where to go, when to arrive, who to check in with, and what tasks they’ll perform. Nothing frustrates a first-time volunteer more than confusion or ambiguity.

  
  

• On the day of the event, make sure volunteers know exactly what’s expected of them; have a clear plan for roles, tasks, and check-ins. Don’t make them figure it out on the spot.

  
  

• Before they leave, thank them in person — and collect their contact information. A quick “thank you” goes beyond basic politeness; it begins to build a relationship.

2. Follow up promptly — show them their impact and invite them to return

Within a day or two, send a follow-up message. Thank them again for their time, and importantly — share the impact of their contribution. Did they deliver toys to 200 children? Pack 500 holiday meal boxes? Help make the season brighter for people in need? Concrete outcomes help volunteers see that their efforts mattered.

Then, at the start of the new year, reach out again. Send a “New Year, New Impact” email — a friendly nudge that invites them back, outlines ongoing volunteer opportunities, and explains how they can continue contributing. As people think about goals or commitments for the new year, many may be open to dedicating time or energy to meaningful causes.

If your organization requires an onboarding or application process for year-round volunteering, include the link in this email. Consider offering a relaxed, informal “coffee chat” — either online or in person — where interested volunteers can learn more about your year-long work, ask questions, and see where they might fit best.

Research suggests that volunteers who start during peak seasons are more likely to return if they receive follow-up within 48 hours and are invited to a second opportunity within 4–6 weeks.

3. Offer flexible pathways — including “ambassador” roles

Not every holiday volunteer will be ready (or able) to commit to a regular volunteer schedule. For some, time constraints or other commitments make it unrealistic. But that doesn’t mean their goodwill ends there. For these individuals, an “ambassador” role can be ideal.

As ambassadors, volunteers don’t need to commit hours — instead, they become informed advocates. They could:

• Spread the word about your organization to friends, family, coworkers, and social networks.

  
  

• Share stories, events, and social-media posts.

  
  

• Recruit additional volunteers or donors — sparking a ripple effect that expands your reach without requiring heavy time investment from them.

  
  

Equipping ambassadors with a short orientation, talking points, or talking sheets gives them the confidence and tools to effectively represent your organization — and helps you build a stronger community network.

4. Build long-term relationships — not just seasonal transactions

Holiday volunteers often come because of a seasonal desire to help — but what they get from volunteering can be much deeper: a sense of connection, purpose, and belonging. If you meet them with warmth, gratitude, clarity, and follow-up, you show that your organization values them — not just as holiday helpers, but as part of your community.

Sustained volunteers often feel more invested, more connected, and more generative. National data from AmeriCorps shows that 75.8 million Americans volunteered with an organization last year — and many first-time volunteers began during the holiday season. By turning holiday volunteers into year-round ambassadors, organizations can build deeper relationships, increase retention, strengthen community ties, and significantly expand their impact.

Imagine the power of turning a single holiday shift into a year-long journey of service and connection for both volunteer and organization.

To all the busy “elves” working so hard this season: thank you. Thank you for giving your time, energy, and heart. And, to everyone reading this: may your efforts plant the seeds of kindness that blossom all year round.

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Ready to take the next step in creating a more connected and impactful volunteer program? Check out our resources and connect with us to learn more!

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