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Rewarding Volunteers, Part I – Social Reinforcers

© Ella Marin

Countless studies over the past several decades have shown the power of positive reinforcement to help maintain and increase desirable performances in employees. While managers believe that money is very motivating, in reality it only makes people work just enough to avoid getting in trouble. Since money is often the main reinforcer that companies provide, it should come as no surprise that the majority of American employees work below their potential. Volunteer coordinators and supervisors, on the other hand, have no choice but to se other reinforcers, which can be highly advantageous.

Social Reinforcers

The value of "pats on the back" and other social reinforcers is highly underestimated. People need and respond well to appreciation and gratitude. These should be given as often as possible, in accordance with certain guidelines:

Sincerity -- Always be sincere in your praise. People can spot insincerity, and do not appreciate it. By giving praise only when you believe someone deserves it, you help gain people's trust, and increase the value of the reinforcer.

Specificity -- Never be vague with your praise, or you risk reinforcing the wrong behavior. Since only about 20% of behaviors account for 80% of productivity (think of all the things you do in a day... the 20/80 rule is pretty accurate), it's important to pinpoint which behaviors and results you think are important to volunteers. Don't say "Thanks for the great work you're doing" when you can say "I appreciate your punctuality" or "Good job handling the phones." Being specific also increases sincerity by making it harder to bluff your praise.

Immediacy -- People need to be reinforced for their behavior when they do it, not months later at a performance review. Though supervisors cannot be hanging around waiting for a chance to reinforce accomplishments, you must be quick to praise or congratulate when the opportunity arises. This is particularly important when the volunteer comes in once a week or less frequently. A "by the way, I really appreciated what you did last time" normally has very little reinforcing effect. (However, late is still better than never!)

Personalized -- Don't send praise though third parties, don't e-mail thank yous when you can say them in person, and don't say things like "We at XYZ, Inc. appreciate..." That's fine for volunteer luncheons and the like, but if you are withholding most of your praise for special events, you are doing something wrong. People need to be reinforced often, and they need to hear it from you.

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