The digital world is changing fast and, for volunteering organisations in Victoria, the opportunities (and challenges) are bigger than ever. Whether managing a small local network or a large, state-wide program, it has never been more crucial to have the right digital mindset and toolkit.
Why digital matters for every organisation
Since 2020, there’s been a fundamental shift in how and where we connect. Volunteers now expect more than information. Today’s volunteer wants meaning, inclusion, and personal connection delivered through the platforms and spaces they already use.
A digital approach isn’t about chasing the latest trend or app. Instead, it’s about weaving digital into the very fabric of daily practice and breaking down barriers, expanding reach, and making participation possible for more people.
Leveling the playing field
The digital toolkit doesn’t have to be complex or expensive. Free and simple platforms (think Canva, WhatsApp, or Google for nonprofits) let even the smallest volunteer groups design, campaign, and communicate like professionals. For larger organisations, automation and analytics offer powerful ways to personalise outreach and scale engagement without losing the human touch.
It’s not hard to find success stories. It could be anything from a WhatsApp group keeping rural volunteers in the loop to Instagram reels showcasing the behind-the-scenes impact of volunteer work.
”The golden rule? Start with what your community already uses and build from there.
What’s working now: engagement essentials for 2025
- Meet people where they are.
Adapt your approach for different platforms. Facebook for local news and recognition, Instagram for visual storytelling, WhatsApp for updates and urgent messages. - Foster community, not just audience.
Digital connection should always support real relationships and trust, not just clicks and likes. - Make storytelling central.
People remember stories, not statistics. Inspire volunteers (and future volunteers) by celebrating their real-life impact and keep emotion, recognition, and authenticity at the heart of every message.
Four building blocks for strong digital messaging
In today’s crowded digital landscape, attention is hard to win but easy to lose. Here are four principles every volunteering organisation should consider:
- Consistency: show up regularly and stick to your authentic organisational voice.
- Conversational tone: listen and respond genuinely. Social media is a two-way street.
- Community: emphasise belonging, make every volunteer feel part of something.
- Clarity: tailor your style for the platform, and keep key messages front and centre.
Remember, one size won’t fit all. Punchy visuals work best on Instagram, longer stories build engagement on Facebook, and TikTok values humour and authenticity. The secret is to know where your audience is and never be afraid to experiment.
Avoiding common pitfalls
It’s tempting to copy-paste the same content everywhere, or to jump onto every passing trend – but this can erode trust and miss the mark with different audiences. The most effective organisations stay true to their purpose and values, resist trend-chasing, and embrace feedback and learning as part of the digital process.
Tight budgets and limited resources?
Worried about resources or digital confidence? Many powerful digital tools are free or heavily discounted for nonprofits, and bite-sized training is often more effective than long workshops. Automate the routine, support staff and volunteers with simple guides and don’t underestimate the value of short DIY videos made on a phone.
Everyone can play a part in the digital space.
”The most effective digital journeys often begin with small steps, a willingness to experiment, and a bit of patience as new approaches take hold.
Adapting for a changing digital world
The landscape is shifting fast, with AI and automated content now shaping much of what we see online. In this “dead internet theory” world, genuine human-made content becomes even more precious and trusted relationships, empathy, and real connection become the antidotes to digital overload.
For volunteering organisations, this is a call to double down on what makes the sector special and that’s real stories, transparency, and lasting relationships. Use digital to amplify, not replace, the personal and local touches that build trust and belonging.
A final word...
As digital platforms evolve, volunteering organisations have an exciting opportunity to lead with authenticity in in a landscape increasingly crowded with algorithms and bots.
By using technology to deepen, as opposed to diluting human connection, we can keep our messages personal, and our communities engaged. Stay curious, keep experimenting, and use each digital step (however small) to strengthen trust, visibility, and belonging in the spaces where people now connect most.
Edwina Pearse
Co-Director, Jackson Pearse Policy & Communications
Edwina is a communications, public affairs, media and social marketing specialist – with a career spanning two decades across Cancer Council Victoria, Quit and the Australian Medical Association.
Ready to unlock your digital potential?
Explore the full State of Volunteering Report for a comprehensive look at all the 2025 insights.
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