Believe me, I get it. Your team is already juggling business development meetings, ribbon cuttings, marketing campaigns, and the never-ending Teams messages. So, when I suggest adding “community volunteer” to everyone’s job description, you might think I’ve lost my mind. Please hear me out!
It’s Not About Being Nice; It’s About Being Smart
When we’re focused on accelerating tourism or economic development, we tend to think in terms of big strategies: marketing budgets, infrastructure projects, business attraction campaigns—all of which move the needle for your community. Here’s what I also know: some of the most powerful connections and honest conversations happen when your economic development director serves hot meals at the community kitchen, or when your agriculture specialist is a regular at the animal shelter. If you want to understand what Katie, who runs that adorable boutique on Main Street, really needs to keep her business afloat, volunteering side by side at the street festival will give you incredible insight.
When you’re volunteering at the senior center or coaching soccer, you’re meeting a completely different cross-section of your community, like:
- The retired teacher who knows everyone in town
- The small business owner who’s thinking about expanding
- The recent college grad with inspired ideas
- The longtime resident with institutional knowledge you can’t Google
These aren’t networking opportunities. They’re authentic relationship-building moments, and they are so valuable in the long run.
You Get the Real Story
When you’re out there volunteering, you hear things. Like why downtown revitalization efforts aren’t resonating with certain residents, or which local businesses are quietly struggling. This isn’t gossip; it’s intelligence. These insights can completely reshape your approach to business development.
People Trust People That Show Up
Here’s the thing about authenticity: you can’t fake it. When residents see you coaching their kids’ little league team or handing out water at the fun run, that hits differently. It’s the difference between being seen as an outsider pushing an agenda and being seen as a caring neighbor working toward a common goal.
Your Team Becomes More Invested in Their Work
Above all, there’s something about contributing to your community that just feels good. Take our team, for example. Caleigh volunteers with Blessings in a Backpack, and watching her light up talking about the students she supports is better than any team-building retreat I could ever plan. Sophie is a board member for both the United Way of Frederick County and Heritage Frederick, and she’s also an active Rotarian with the Key City Rotary Club—all of which keep her plugged into causes that matter in her community. Heather serves on the Leadership Frederick County Council, which nurtures dynamic leadership in the community. And Kayla volunteers at Petco, which is basically professional puppy therapy. These activities remind them why connecting with people (and pets!) helps them understand what their community wants and needs.
How to Make This Happen
But seriously, how do you implement this without it feeling like another obligation?
Make It Easy
- Offer occasional volunteer hours during the workday. Yes, really. Budget for it like you would any other professional development.
- Let people choose what matters to them. Don’t assign the kitten lover to the literacy program; it doesn’t resonate.
Seize the Moment (and the Season)
Fall is a great time to engage your team in volunteer activities like:
- Festival volunteering
- Youth mentoring
- Sports coaching
- Senior center activities
Make It Visible
- Celebrate it. Feature volunteer stories in your newsletter or social media.
- Share the impact. When someone’s volunteer work leads to a new partnership or insight, connect those dots publicly!
- Lead by example. If you’re not out there volunteering, don’t expect your team to be, either.
The Bottom Line
Community engagement isn’t “extra” work that takes away from your real job. When done right, it enhances everything else you’re trying to accomplish.
Every conversation over coffee at the pancake breakfast, every connection made while picking up litter on your block, every relationship built while serving on a nonprofit board: it all adds up to something you can’t achieve with traditional marketing alone.
Is volunteering a strategic part of your team’s work? Drop me a line and tell me how it energizes your team and gives you insights about your community!
