According to research published by the National Volunteer Fire Council, a substantial share of people who might volunteer do not know the opportunity exists in their communities. More than half of prospective volunteers reported they were unaware they could serve as firefighters locally, and nearly two-thirds were unsure whether their local departments were seeking volunteers.
Those findings point to an awareness and communication gap more than a simple shortage of willing candidates. Departments often assume recruitment is failing because of changing demographics or lifestyle pressures, but the NVFC analysis suggests interested people are present — they lack clarity about what volunteering would require and what roles are available.
Uncertainty about the time commitment and the day-to-day duties of department members emerged as a major barrier to taking the next step. The research also found many prospects doubt whether they are physically or emotionally prepared for frontline firefighting. When initial outreach requires an application before common questions are answered, many potential recruits stop short.
Recruitment imagery and messaging play a role. Materials that emphasize only high-intensity firefighting tasks can unintentionally signal that only those who fit that narrow profile belong. The research highlights the need to present the full spectrum of volunteer opportunities: emergency responders and EMTs, but also drivers, instructors, administrative volunteers, fundraisers and community educators. Casting a wider net in messaging can reveal pathways for people who want to serve but do not yet see where they fit.
The NVFC work reinforces a constructive approach for departments: communicate expectations up front, describe time commitments and typical responsibilities, and show what volunteers will learn and how they will contribute to the community. Emphasizing the personal and communal gains of service — skills development, making a difference, and joining a local team — helps people visualize themselves in the role and can move them toward applying.
The research also notes that many departments invest heavily in apparatus, equipment and training while spending comparatively little time ensuring the public knows they are recruiting. That imbalance suggests a practical opportunity: shift some outreach focus and budget to clearer, more inclusive messaging so community members who already volunteer in other arenas can see how to transition into fire and EMS roles.
The commentary and analysis were provided by Walt A. Campbell, a recruitment and retention strategist with Responder Max, for the National Volunteer Fire Council. Departments looking to strengthen volunteer pipelines can start by making it easier for locals to see where they fit and what they will be asked to do before they are asked to apply.
Original source: Read more at National Volunteer Fire Council
