Episode 208 – How to Build a Volunteer Ambassador Program to Attract Support Artwork

Volunteer Nation

Nonprofit leadership author, coach, and expert Tobi Johnson shares weekly tips to help charities build, grow, and scale exceptional volunteer teams. Discover how your nonprofit can effectively coordinate volunteers who are reliable, equipped, and ready to help you bring about BIG change for the better. Rather than continuing to “do more with less,” achieve abundance for your organization by engaging community talent that helps you do more with more. Society is evolving and so, too, is volunteerism. With over 25 years of experience working in nonprofits, public sector agencies, and grassroots campaigns Tobi is known for her modern “big hat” thinking and straight talk about what it takes to achieve success in today’s world. You will learn how to coordinate volunteers, improve the volunteer experience, recruit volunteers, appreciate volunteers, and do it all more efficiently with the right volunteer management software and digital tools. It’s a mix of interviews and solo shows you’re not going to want to miss. So, if you’re ready to ditch the stress and harness the power of people to fuel your good work, you’re in exactly the right place. Hit subscribe and let’s DO this!

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Volunteer Nation

Episode 208 – How to Build a Volunteer Ambassador Program to Attract Support

April 02, 2026 • Tobi Johnson, MA, CVA, • Episode 208

0:00 | 22:59

Word of mouth is one of the most powerful ways nonprofits attract new supporters, but what if you could harness it more intentionally? Without a clear strategy, many organizations miss the opportunity to turn passionate volunteers into active promoters of their mission.

In this episode, Tobi Johnson explores how to build an effective volunteer ambassador program that expands your reach, strengthens relationships, and increases engagement. She explains why ambassador programs are so impactful and how they help nonprofits connect with new audiences in a more authentic and credible way.

You’ll learn how to identify the right volunteers for ambassador roles, define meaningful activities that align with your goals, and provide the training and tools they need to succeed. Tobi also shares practical strategies for equipping ambassadors with clear messaging, building their confidence, and ensuring consistency across your outreach efforts.

If you’re ready to amplify your mission and tap into the power of word-of-mouth marketing, this episode offers actionable steps to help you build a volunteer ambassador program that grows your community and attracts lasting support.

Full show notes: 208. How to Build a Volunteer Ambassador Program to Attract Support.

Episode Highlights

[00:00] - Introduction to Volunteer Ambassador Programs
[02:57] - Why Ambassador Programs Matter
[10:12] - Defining Roles and Activities
[16:46] - Preparing and Equipping Ambassadors
[20:37] - Keys to a Successful Program

Helpful Links

VolunteerPro Membership Community — volpro.net/join/
2025 Volunteer Management Progress Report – The Recruitment Edition — volpro.net/volunteer-management-progress-report/
Volunteer Nation Episode #148: Nonprofit Advocacy 101 – Yes You Can! — volpro.net/148-nonprofit-advocacy-101-yes-you-can/

Thanks for listening to this episode of the Volunteer Nation podcast. If you enjoyed it, please be sure to subscribe, rate, and review so we can reach more people like you who want to improve the impact of their good cause.

For more tips and notes from the show, check us out at TobiJohnson.com. For any comments or questions, email us at WeCare@VolPro.net.

Tobi Johnson, MA, CVA

Host