Boulianne, Shelley, and Kari Steen-Johnsen. Civic and Political Volunteering: The Mobilizing Role of Websites and Social Media in Four Countries. Journal of Information Technology & Politics, vol. 22, no. 1, 2025, pp. 65–81, https://doi.org/10.1080/19331681.2023.2211974

Volunteer recruitment has always been a balancing act for small museums. With limited staff, time, and marketing budgets, it’s tempting to focus energy where engagement feels most visible—often social media. But recent research offers a useful, and somewhat surprising, reminder: your website may be your most powerful volunteer recruitment tool.

A 2025 peer-reviewed study by Shelley Boulianne and Kari Steen-Johnsen examines how digital platforms influence volunteering across four countries (the United States, United Kingdom, France, and Canada). While the research focuses broadly on civic and political organizations, its findings translate directly to museums—especially those reliant on volunteer labor.

Below are the key takeaways small museums can apply immediately.

1. Websites Matter More Than Social Media for Converting Volunteers

One of the study’s most striking findings is that visiting an organization’s website is more strongly associated with volunteering than following the organization on social media. Across all four countries and across both civic and political organizations, individuals who visited a website were significantly more likely to volunteer.

Why? Websites offer what social media cannot:

• Clear mission statements
• Detailed descriptions of volunteer roles
• Application instructions
• Stories and impact statements that explain why help is needed

For museums, this reinforces a critical truth: volunteers often need depth before they commit. A short post or reel may spark awareness, but commitment happens when people understand expectations, values, and impact.

2. Social Media Is a Gateway—Not the Destination

The study does not suggest abandoning social media. In fact, following organizations on social platforms increases the likelihood of volunteering, though not as much as website engagement alone.

Social media functions as a low-barrier entry point, which the authors describe as a form of “quasi-membership.” Following a museum on Facebook or Instagram signals interest and alignment, even if no formal commitment exists yet.

For small museums, this means social media works best when it:

• Builds awareness
• Reinforces identity and mission
• Drives people back to the website

Posts that link directly to volunteer pages, stories that highlight volunteer impact, and reminders about where to learn more all support this pathway.

3. The Strongest Recruitment Strategy Uses Both

The most powerful finding for small museums may be this: people who both follow an organization on social media and visit its website are the most likely to volunteer.

Rather than choosing one platform over another, the research supports a layered digital strategy:

• Social media sparks interest and maintains visibility
• Websites provide the information necessary for decision-making

Even with limited resources, small museums can align these tools by ensuring:

• Social posts link clearly to volunteer information
• Websites are easy to navigate and updated regularly
• Volunteer opportunities are clearly explained in plain language

4. “Slacktivism” Isn’t the Problem We Think It Is

A common fear is that social media engagement replaces meaningful action. However, the study finds that very few people only follow organizations online without taking further steps. Most users either visit websites, combine platforms, or disengage altogether.

This challenges the idea that online engagement is a dead end. Instead, it suggests museums should focus less on judging digital participation and more on designing pathways from interest to action.

5. Implications for Small Museums

For museums that depend on volunteers to survive, this research offers reassurance—and direction:

• Investing time in a clear, informative volunteer webpage is worth it
• Social media should point somewhere, not exist in isolation
• Transparency about roles, time commitments, and impact builds trust
• Digital outreach doesn’t need to be flashy—it needs to be clear

In other words, recruitment success isn’t about chasing every new platform. It’s about making it easy for someone who already cares to say yes.

Final Thoughts

Small museums often feel pressure to “keep up” digitally. This research suggests a reframing: focus less on frequency and more on function. A well-maintained website paired with intentional social media outreach can do more for volunteer recruitment than constant posting ever will.

For museums trying to do more with limited capacity, clarity—not volume—is the real advantage.

---

---

Dr. Jennifer Rogers

Summary Reels on TikTok @drjennhyperfocus