We’ve had it backwards for far too long.
Instead of pushing the standard list of committees, councils, and task forces, let’s first focus on learning about each and every member and then offering a customized invitation to engage. Moreover, let's make this a standard part of the membership application process (or the confirmation of joining) instead of treating volunteer recruitment as a separate effort done at a different time. In doing so we send the message that what people are joining is a community of contributors, one in which getting involved is seen as normal and natural … for everyone, not just a select group.
If we then match people quickly to an opportunity they find attractive, we more rapidly convert them from a passive joiner into an active member, one who is expanding their network of like-minded colleagues and experiencing the value of our association much more rapidly than how it has been in the past. We move them from simply paying dues … to doing things that matter, ones that pay them back by letting them make a difference with others.