PUBLIC RELATIONS, BRANDING, MARKETING, VOLUNTEERS
FINDING AND KEEPING VOLUNTEERS

Volunteers are the heart and lifeblood of community services. Across the US many thousands of dedicated people regularly give of themselves to support others. But in today's fast and busy lifestyle, the challenge for all community service organizations is to attract, and keep, their volunteers. Add to this the rapidly changing nature of community services, and it is clear that activities to recruit and support volunteers must be well organized and coordinated. A well-planned volunteer recruitment program is essential. Planning will help you to focus your efforts and maximize the use of resources. The following are some of the elements you should consider when drafting a volunteer recruitment plan.

Step 1: Identify your new volunteer requirements
This is one of the most important steps, because it sets the direction for everything to follow. You need to be able to answer four questions:

1. How many new volunteers do you need?
An analysis of your rosters should provide this figure. But don't just aim to replace those you have lost. Can you build a larger pool of volunteers overall? Think beyond the present situation, and try to forecast your needs for the next 12 months. Take the opportunity to think laterally about your service and how you classify your volunteers. Is this the time to create some new volunteer positions in specific areas or roles? How about new services? Will you need additional volunteers for these, and will they need certain skills? Are there organizational or support roles that need to be filled by people with certain skills or experience?

2. What do you need them to do?
Are they to work in the field, in coordination, on certain projects? How many in each area?

3. What skills and qualities should they have?
This is a critical question because of the personal nature and importance of relationship-building that underpins your work. We often have a feeling for the type of person we want, their characteristics and qualities. Now is the time to clearly describe these. Do they need particular physical capabilities (e.g. ability to assist with wheelchairs, lift boxes of food)? Do they need to be able to drive and/or own a car? Any special knowledge or skills required such as an understanding of a particular ethnic group or ability to speak another language?

4. When do you need them, and how often?
Is your need urgent, or ongoing? An ongoing program of volunteer generation, ensuring you have a regular flow of new people, will be best. If possible, identify exactly when you need the volunteers - - the days and times. Rather than rigidly expecting new volunteers to meet your schedule, can you be more flexible with dates and times, to match the volunteers' availability?

Step 2: Determine the target groups
The previous section should have provided you with a clear understanding of the number and type of people needed. It is now important to consider to whom, or to which groups of people, you will direct your volunteer recruitment messages. We call them your" Target Groups."

Why target groups? It can be very productive to match the New Volunteer Profile to a specific group in the community - - thus focusing your efforts for a better result. Advertisers and marketers do this all the time. Let's consider an example. Say your organization (Meals on Wheels/Food Services) has decided to start a frozen meals service, and you want to do the deliveries on Monday evenings between 6.00 and 8.00 pm. A good target group for this might be working men and women aged 35-50. Identifying target groups also means that you can tailor your volunteer recruitment messages to appeal directly to them. Show them that volunteering with you will fulfill their needs. For example: To just-retired men or women - "Your skills and experience are valuable to us." To people working in local businesses - "You can make a big difference to someone else. It takes just one lunchtime a month."

Important Target Groups - - Research shows that there are three primary target groups with the greatest potential to generate new volunteers. They are retired men, people 35-50 years and women 50 years and over. Secondary groups include ethnic communities, young people and employees.

Step 3: Identify your local heroes
Some of the most interesting stories in the paper, or on radio and television, are the ones about people. Ordinary people, doing extra-ordinary things. You can use such special people to give your volunteer-finding activities strength, interest and the personal approach. We will call them your "Local Heroes." So who are they? Your "Local Heroes" might be your oldest volunteer, your youngest or longest serving; a local identity who is already a volunteer (for example a local church leader, businessperson, or media personality), a volunteer who is a member of one of the clubs or organizations you will be targeting for new volunteers; or simply a volunteer showing outstanding dedication and compassion. Don't just settle on one or two "Local Heroes." Find as many as you can, so that you can build up a store of interesting stories and anecdotes for use with the media and in personal presentations.

Step 4: Nominate your "volunteer champions"
To get your message across clearly and convincingly to prospective volunteers, you will need a few good spokespeople. These are people who are comfortable and confident doing such things as talking to a group of prospective volunteers, or conducting a media interview. We will call these people "Volunteer Champions." They will be your "public face" and help to carry the message to your target groups. They are your ambassadors.

It is very likely you will find one or two among your board members or current volunteers that fit the bill. They may have had past experience with public speaking and media contact; be confident and outgoing; be leaders in the local community; or be a known local personality. Alternatively, a "Volunteer Champion" may be someone ideally suited to the task, but just needing some support or training to gain particular skills. So recruit your Volunteer Champions. Make sure they are enthusiastic about their role. Show them that they are not on their own, but an important part of a total integrated program of volunteer-finding activity.

Step 5: Prepare a timetable
A critical part of planning is to prepare a timetable of activities. In drawing up your timetable, be realistic. Everything takes time to organize, and your resources (both your own time and funding) may be limited. Also, you will need to keep your target groups in mind. Do you want to run a "burst" of volunteer-finding activity, or a continuous program throughout the year? Many organizations find the continuous approach works well. Depending upon whom you are targeting, some times will be more effective than others. For example: It might be best to approach parents with school-age children in late September, after their children have settled-in to new classes. Consider the weather. Older potential volunteers will be less likely to join if it is cold and wet, or too hot.

Step 6: Choose your mix of activities
It is not likely that any single activity will generate all the volunteers you need, and will continue to need. More often than not, it takes a range of activities to make up a comprehensive new volunteer program. Select the mix of activities that best suits your organization's needs and most effectively reaches your identified target groups.

The "Direct" Campaign - - In a "Direct" campaign, activities are targeted to the particular organizations and groups most likely to have people, which fit your new volunteer requirements." This campaign reaches a selected audience with a strong direct message, which can be personal, and tailored to each group.

The "Broad" Campaign - - These are activities of a broader, mass-media nature, which reach a larger number of people, but the message may not be as direct and personal. "Broad" activities are important in general publicity, and in keeping your organization in front of people.

The "Bring a Partner or Friend" Campaign - - This is where existing volunteers help in bringing others along. "Word of mouth" is an extremely effective motivator, and experience shows that some of the best recruiters are enthusiastic, happy, current volunteers.

The Open Day - - The Open Day is an opportunity for you to show larger numbers of potential volunteers around your operation - introducing them to the organization in a relaxed, friendly environment. Open Days also provide the chance to build a closer relationship, and understanding, with key contacts, community leaders etc.

Step 7: Supporting, Informing, Recognizing and Training Volunteers
It is important not to take your volunteers for granted. Volunteers don't need to be specially rewarded. For most, their incentive is the feeling they get from doing something worthwhile for others. But volunteers do like to be appreciated and recognized. A simple "thank you" goes a long, long way. So try to make sure every one of your volunteers is thanked personally for their help, every time they are on duty.

Keeping volunteers informed - - It is important to keep volunteers informed of any changes in the circumstances happening at your agency and with their job. Some organizations find a regular "volunteer newsletter" is a great way to keep their volunteers informed and interested. The newsletter can carry details about: new volunteers; milestones (i.e. 5 or 10 years service); changes to procedures or the services offered; upcoming events such as Open Days or social events; details of other happenings, like changes in the Committee, talks to local groups, media publicity, etc.; and any interesting tidbits or feedback from volunteers about their work.

Volunteer feedback is a valuable resource - - In addition to being an excellent source of information, your volunteers will really appreciate being asked for their suggestions or opinions. Try to make sure they feel their comments and contributions are valuable and welcomed. Some organizations have a "Suggestion Box" and regularly encourage volunteers and staff to use it. Others use a regular volunteer survey.

The morning cup of coffee - - As we know, the social side of volunteering is very important. One of the things many volunteers really like about their participation are the friendships they make, and the time they spend with others. One way you can enhance that feeling is the regular morning (or afternoon) coffee after each volunteer session. It is a great chance for friendly chat and feedback.

Volunteer social activity - - Volunteer social activity is another good way to build a friendly group feeling. Some organizations have a Christmas/holiday function at a local restaurant or club. Others might organize a summer outing or a bus trip.

Recognizing volunteers - - Recognizing the special or outstanding efforts of particular volunteers can be done a number of ways. Those with a certain number of years of service might receive a certificate, or perhaps a special letter of thanks from your President, your state association or the local mayor. Your state association may have certificates or badges specially designed for this purpose. Don't forget that such achievements can be a good "hook" for a local media story.

Training Volunteers - - From time to time there will be a need to train your volunteers. There may be a new procedure to follow; new clients who need volunteers with special skills; or a new service you are offering. Training volunteers is no easy task. Sometimes volunteers find it difficult to see the need for training. Sometimes they may be apprehensive about new things. But training can show volunteers that you value them and their skills. It can bring them together to learn new things of interest, share experiences and swap idea. Any organization recruiting new people should have structure in place to maintain and enhance the self-esteem and practical skills of their volunteers.