PUBLIC RELATIONS, BRANDING, MARKETING, VOLUNTEERS
IT'S ALL ABOUT GIVING

"You cannot hope to build a better world without improving the individuals.

To that end each of us must work for his or her own improvement; and at the same time share a general responsibility for all humanity, our particular duty being to aid those to whom we think we can be the most useful."

- Marie Curie

The Volunteer Center of United Way is dedicated to being the Center for volunteerism in Westchester and Putnam by advocating, recognizing and supporting volunteerism and matching volunteers with service opportunities to enhance the quality of life within our community. The Center works with thousands of volunteers yearly and over 400 not-for-profit agencies. Whether a person is ten years old or ninety, if the will is there - there is a need that can be filled.

Why do organizations want volunteers in the first place?
The question is very basic; however, it usually catches most people by surprise. Isn't the answer obvious? No. Aren't agencies "supposed" to have volunteers? Not necessarily. Hasn't our organization "always had" volunteers? So what.

Did you think: "Our budget is tight, so we need unpaid help?" Lack of funds is one of the worst reasons to recruit volunteers because it makes volunteers a second choice, tolerated as temporary workers until more money can be raised and "real" staff hired. It is extremely important for you to articulate the reasons why volunteers are a meaningful, positively selected strategy for strengthening your service delivery. Take the time to identify some of the unique things volunteers offer an organization - so special to volunteers that paying a salary negates or changes them completely.

For example:

* Volunteers have perceived credibility with clients, donors, legislators, and others for the very reason that they do not receive a paycheck from the organization.
* Volunteers bring the luxury of focus to their work. While paid staff members must spread their time and efforts equitably among all clients and projects, volunteers can be recruited to concentrate on selected individuals and issues.
* Volunteers often feel freer to criticize and speak their minds than employees do.

And studies have shown that satisfied volunteers frequently are so supportive of the organizations with which they serve that they become donors of money and goods as well. They also support special events and fundraisers by attending themselves and bringing along family and friends.

Why do people volunteer?

Well, there are a multitude of reasons but here are a few:

* To share skills
* To keep busy
* To explore a career
* To have an impact
* For freedom of schedule
* To be an agent of change
* Because their boss expects it
* For Fun!!!

How do you recruit volunteers?

There are a number of ways to recruit volunteers - one of the easiest is by submitting your volunteer job description to The Volunteer Center. Remember that you have a product of service that people want or need. Help the potential volunteer to see that she/he can do something she/he also wants or needs. If a person's need is to meet with new people, for example, then they should be given a job, which allows them to do so. People volunteer only because they want to.

Volunteers are your best advocates. If your organization has never had volunteer involvement, you will be its voice to the community. Talk with groups and clubs; attend meetings. Your visibility in the community makes people aware of your organization and its needs. After you have used the services of volunteers, they should become another voice for your organization. Volunteers who like what they are doing are the best advertisement of volunteer services.

There are basic rules of recruitment to remember: (1) Ask for what you want and be specific. Have a job description for the volunteer that clearly defines the need. (2) Be honest about the job, the time involved, and the length of commitment. We have all too often heard the phrase "this won't take long."

Organizations have various ways to recruit volunteers. They can present their messages through the mass media, newsletters, brochures, speaking to groups, audiovisuals, exhibits, fairs, or an open house day.

Your message throughout the recruitment process should include:

* Talking about why you need the person to do a particular job. The need expressed in terms of a community problem that the agency is trying to address, helps motivate people to want to do something about it.
* Talk about what to do - the job description and relate them to need.
* Help the potential volunteer to see how he or she will help himself or herself by doing the activities that help the agency serve the community.

By working with The Volunteer Center, the Center will review your volunteer opportunity, highlight your agency or organization and screen potential volunteers for the position. The Volunteer Center will soon be implementing a new database recruiting system that will be available for all agencies and potential volunteers through the internet. The Center will inform you of its launch date. Until then remember

"The great end of life is not knowledge, but action."

- Thomas Henry Huxley

Liz Garger is Executive Director of The Volunteer Center of United Way and an ADO member. The Volunteer Center is located at 470 Mamaroneck Avenue in White Plains; (914) 948-4452.

December, 2002