BACKGROUND: Community health workers and volunteers are vital for the achievement of Universal Health Coverage also in low-income countries. Ethiopia introduced community volunteers called women's development group leaders in 2011. These women have responsibilities in multiple sectors, including promoting health and healthcare seeking. OBJECTIVE: We aimed to explore women's development group leaders' and health workers' perceptions on these volunteers' role in maternal, neonatal and child healthcare. METHODS: A qualitative study was conducted with in-depth interviews and focus group discussions with women's development group leaders, health extension workers, health center staff, and woreda and regional health extension experts. We adapted a framework of community health worker performance, and explored perceptions of the women's development group program: inputs, processes and performance. Interviews were recorded, transcribed, and coded prior to translation and thematic analysis. RESULTS: The women's development group leaders were committed to their health-related work. However, many were illiterate, recruited in a sub-optimal process, had weak supervision and feedback, lacked training and incentives and had weak knowledge on danger signs and care of neonates. These problems demotivated these volunteers from engaging in maternal, neonatal and child health promotion activities. Health extension workers faced difficulties in managing the numerous women's development group leaders in the catchment area. CONCLUSION: The women's development group leaders showed a willingness to contribute to maternal and child healthcare but lacked support and incentives. The program requires some redesign, effective management, and should offer enhanced recruitment, training, supervision, and incentives. The program should also consider continued training to develop the leaders' knowledge, factor contextual influences, and be open for local variations.