• According to research from Rotterdam School of Management Erasmus University, volunteers bring fresh ideas into organisations – often going further than paid staff, driven by passion, not pay checks
• By building authentic connections, volunteers can help organisations to connect with the public and with donors by offering genuine contributions that build trust and credibility
• By overlooking their capabilities, or failing to grasp the value of volunteers beyond cost-saving and reputational boosts, organisations risk missing out

She fetched the coffee. She picked up dry-cleaning. She suffered daily humiliations at the hands of boss Miranda Priestly. Andy Sachs was overworked and often underappreciated. Yet, she was still the one with fresh ideas, the willingness to go beyond expectations to get the job done. As a result, her contributions sparked change in the Runway office.

But this is not just a narrative from your favourite film; it’s a real-world portrayal happening inside organisations. New research from Rotterdam School of Management Erasmus University found that volunteers are often more creative and dedicated than paid staff.

Although it’s never explicitly explained whether Andy Sachs was an unpaid intern or a paid member of staff, we do know that she was a junior assistant at Runway, so likely wasn’t earning much. Yet she worked harder than everyone else around her.

Volunteers aren’t often on the payroll – but they’re the ones, the study says, challenging the norms, and offering new perspectives driving innovation. And why? Because they aren’t constrained by organisational thinking or afraid of being wrong. And, most importantly, because they want to. 

More than just a helping hand

Dr Philine van Overbeeke’s research examined the roles of 2,000 volunteers at UNICEF Netherlands – an organisation that relies heavily on the actions of such staff.

Through eight focus groups, conducted with both paid and voluntary staff, the researchers were able to better understand volunteers’ motivations, the value volunteers believed they brought to their company, as well as how their organisations perceive them and their efforts.

Not only was it found that volunteers provide value by supplementing the paid workforce, they were also the most likely to present new ideas and follow them through to ensure they come to fruition.

The findings confirm what Andy Sachs already showed us when she traded her comfy boots and “lumpy blue sweater” for heels and a Chanel blazer: creativity isn’t about paychecks – it’s about dedication.

Provided they have the proper training, volunteers are usually able to perform the same tasks as paid staff. However, a volunteer’s ability to challenge status quo is entirely different. Where the pressures of paychecks and fears of job security might restrain such efforts, volunteers can excel.

And those efforts hold multiple benefits. Far from simply being warm bodies to share the load, the study shows that volunteers’ contributions resonate throughout organisations in three key ways; as individuals they inject energy and passion; on an organisational level they champion initiatives that employees may hesitate to propose; and on a societal level their goodwill generates wider benefits that transcend their role.  

Passion triumphs the payroll

Volunteers continued efforts bring authenticity – something that no amount of money can buy. By choosing to help with no clear incentive – no paycheck, no perk and no PR spin, an organisation’s volunteers help to build a better public image, giving their communities every reason to trust them.

Dr Overbeeke’s finds that donors are more likely to fund organisations that embrace volunteers. And why? Because it shows they have solid values that others are freely committed to. Volunteers act as emotional bridges between organisations and the outside world because they embody belief, not bureaucracy.

A good example, the study shares, is found in a volunteer-led project for UNICEF in the Dutch province of Friesland. Volunteers designed and delivered an ice-skating marathon fundraising event, the scale of which was something which paid employees in The Hague may never have aspired to create. Not only did it succeed in terms of euros generated, but it also sparked community engagement and built stronger relationships with donors.

With the freedom to go above and beyond, volunteers’ initiatives are also more likely to succeed. “Volunteers feel that they can express their creativity better and can dare to think more creatively precisely because of the voluntary nature of their work,” Dr Overbeeke explains. “And if a volunteer’s idea flops, they are less worried about the consequences because losing the role doesn’t mean they can’t pay their bills.”

Meanwhile paid employees are bound by their job descriptions, drawing the very boxes that volunteers colour outside the lines of. And that’s exactly where change happens.

Recognising volunteer value

Yet despite their immense value, volunteers remain an underused and sometimes underappreciated asset to companies. Often described as “the glue that holds our society together”, the study notes, volunteers hold a greater value than being a less expensive replacement for paid staff, or an extra pair of hands. If not fully recognised for their contribution, employers risk extinguishing their spark.

Further research from Warwick Business School supports this perspective, also finding that volunteers often bring professional expertise and fresh perspectives to the organisations they engage with. When their contributions are truly recognised, volunteers can uncover creative solutions that paid and long-established employees may overlook bringing an entirely different level of value. When their efforts are overlooked, employers miss out.

As for The Devil Wears Prada, whilst Andy ultimately makes her mark and earns the respect of her seniors, when offered the opportunity to stay on and progress at Runway, Andy opts to pursue her passions elsewhere.

So, what does Dr Overbeeke’s research tell us? The creativity and courage aren’t synonymous with a paycheck. Volunteers can bring more than extra bodies – they bring purpose and progress, driven by passion rather than protocol. The results they bring resonate with people and open up opportunities for businesses to grow. Most importantly, they have ideas.

Whether it’s an unexpected fashion intern or a UNICEF volunteer in Friesland, the value is the same – the most impactful voice in the room might just be the ones not being paid to be there.

By, Lucy Whytock

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