Marketing Initiatives and Campaigns to promote Volunteering - a ...

Marketing InitiativesandCampaigns to promote Volunteering -a research reviewforThe Office of VolunteersDepartment of the Premier and CabinetSA GovernmentProf. David CorkindaleMay 2005International Graduate School of BusinessUniversity of South AustraliaLevel 5 Way Lee BuildingCity West CampusNorth Terrace Adelaide SATelephone: 61 8 8302 0032Facsimile: 61 8 8302 0709Email: igsb.info@unisa.edu.auURL: http://business.unisa.edu.au/igsb

Executive SummaryWe were asked to review marketing initiatives and campaigns that promote volunteeringin Australia and Overseas. We were particularly asked to find and appraise campaignsthat promote volunteering generically and also to examine those that sought to attractyoung volunteers.A range of sources has been investigated from Journals, Professional Magazines,Organisation’s websites and Textbooks to compile a catalogue of advice, researchfindings and examples on the methods used to promote volunteering in the Englishspeakingworld. This was supplemented by interviews with those running well-knowncommunity organizations that rely upon many volunteers.We found that most advice follows the ‘classic’ marketing communications principlesof: appeal to the motivations of the target audience, offer relevant benefits and useappropriate channels. However, we found that motivations differ quite widely by age,voluntary sector and by country culture.We found two major deficiencies in all the material that we examined. We have foundvery few studies that report the relative effectiveness of different approaches topromoting volunteering. We also found few that take what we would call a strategicview; all are really about tactics. None seem to be underpinned by any theory ofbehaviour change. A sound theory predicts what will happen if a course of action isfollowed. The Report identifies how theories of behaviour change could be utilized toguide promotional campaigns and enable strategic approaches to be formedGiven the diversity of voluntary activities and that of volunteers and their environmentswe have devised a way of categorizing these and show how volunteering is generallypromoted in each category.This Report can act as information Resource and Guide for the planning of futurecampaigns to stimulate the growth in number of volunteers in Australia.

CONTENTSpage1. Introduction 4The Brief 4The Approach and Methodology 4The Structure of the Report 4Key Definitions 5Assumptions and Limitations 52. A Synopsis of the Literature 63. A Synopsis of Lessons from Websites 8United States 8United Kingdom 10Young Volunteers 11Older Volunteers 11Australia 124. A Synopsis of Lessons from the Case Studies 145. Environmental Influences of Volunteering 17Cultural Values 17Inhibiting factors 18Social Marketing 196. Some relevant Theories of Changing Behaviour 21Social Behaviour Change Models 22The Theory of Reasoned Action (TRA) 22The Theory of Trying 24Diffusion Theory 247. Some considerations of a Strategic approach 268. Conclusions 27References 29AppendicesA. Biographies of the project research team 30B. A Literature Review on the promotion of Volunteering 31C. A Review of the Websites that encourage and promote Volunteering 52D. A Summary of methods used for promoting Volunteering,by segment and by country 833

1. IntroductionThe AimThe General Manager, Office of Volunteers requested that a study be done to Review theliterature and practice of the use of Marketing Initiatives and Campaigns that promoteVolunteering in Australia and Overseas. What was to be especially examined was theability of campaigns to promote volunteering generically and to identify good examplesof campaigns for specific organizations and sectors of the community particularly youngpeople.Overall, the purpose was to provide an up-to-date resource for the Office of Volunteersand similar organizations.The Approach and MethodologyProf. David Corkindale and two researchers worked on this project: Appendix A liststheir backgrounds and qualifications. With some advice and guidance from the Office ofVolunteers, they combed the Literature, Textbooks and Voluntary Organisations’ websiteboth in Australia and overseas. They spoke to people who managed a diverse set ofvoluntary organizations and produced short case studies of these. From this set ofmaterial they synthesized what would appear to be good practice and formed someconclusions as well as compiling this resource document.The Structure of the ReportThe findings of each of the main information sources (Literature, Websites, and CaseHistories) are summarized in subsequent sections. The full findings are given in anAppendix. We found that Cultural values were an important consideration in promotingVolunteering so there is a separate Section that considers this. We also felt that very fewprevious studies and most of the writing on the subject did not seem to be underpinnedby, or relate to, what we felt was desirable: some relevant theory about behaviour change,as that is what is being attempted usually in any marketing activity. So, there is a Sectionthat gives some detail on what we feel are some relevant theories that could/shouldunderpin such marketing activity and purpose. Finally, we felt that much of what we readabout contemporary practice was not guided by what we would call a Strategic approach;much was reporting what we would call tactical, in nature. We have included a Sectionthat examines strategic issues and considerations.4

The subsequent structure of the Report therefore is:2. A Synopsis of the Literature3. A Synopsis of Lessons form Websites4. A Synopsis of Lessons from the Case Studies5. Cultural Values and Volunteering6. Some relevant Theories of Changing Behaviour7. Some considerations of a Strategic approach8. Recommendations and ConclusionsAppendicesKey DefinitionDefinitions of volunteering, whilst varying between cultures, tend to rest on three coreelements (Davis Smith 2000): the activity is unpaid, freely undertaken, and is of broadcommunity benefit as well as of benefit to the volunteer.We have used the above description. However, we have recognised that it is usedmore loosely in some contexts and that, notably the US, ‘volunteers’ in some wellknownactivities are remunerated.We have found that for some young people the term ‘volunteer’ does not haveattractive connotations; it suggests people of an older age and possible from aparticular background. A synonym for volunteer, a “do-gooder” is now a derogatoryterm. However, the alternative terms used in some other countries, like “CommunityService”, definitely have the wrong connotation in Australia.For people of NESB we believe that the term may not be automatically understoodand that some languages do not have a term for a volunteer, in the sense that those ofAnglo Saxon background would mean it.Assumptions and LimitationsWe have separately examined literature and practice on a) promoting the idea ofvolunteering and b) that of actually recruiting volunteers. We have focused upon theformer, but have necessarily examined some aspects and examples of the latter.5

The bulk of the Literature, case studies and examples that we examined were from theUS, Canada, UK and Australia and in English. One of the team was Indonesian and ableto reflect upon the position of volunteering in another, non-western culture and so give adifferent perspective on how immigrants to Australia might react to campaigns.Nevertheless, this Report will have a bias that reflect western, anglophile outlooks andpractices.We found few papers and articles that gave findings of careful evaluations of differentapproaches to stimulating volunteering. So, our Report on this aspect lacks hard,empirical support for the findings. They are based upon what seem to us to be appropriategiven the material to which we were exposed. However, we have presented the materialin the Report in a form for others to mine as well.2. A Synopsis of findings from Journals, websites, government policies,working papers and books.The scope of findings covers various English-speaking countries namely Australia,Canada, the United Kingdom and US. Research findings are mostly found around theyear 2001 or thereafter with 2001 being ‘International Year of Volunteers’, and hencesuggesting increased interest in volunteering. This section aims to summarize theliterature review that is attached in Appendix B.Based on the literature review we observe that methods of promoting the notion ofvolunteering are mainly tactical in nature. Furthermore, these methods are presented asadvice or the ‘how’ aspect on conducting the promotion of volunteering. It is also foundthat the methods of promotion follow that of conventional marketing efforts such asthrough direct marketing, public relations, and media advertising via newspaper, radioand television. It is also observed that promotion efforts also include unpaid modesthrough media publicity, public displays and, more importantly and found most effective,word of mouth. These methods are essentially advice to non-profit organisation to adoptthe ‘conventional’ marketing approach. Some examples of methods used to promotevolunteering can be found in Appendix B.It appears that methods of promoting volunteering are closely related to methods ofvolunteer recruitment, although the two concepts differ. Methods of promotingvolunteering are often similar to volunteer recruitment such as by using media advertisingand word of mouth. Again, the ways of recruiting volunteers are tactical methods and donot provide insight into a strategic approach.The need for the government to take part in the promotion of volunteering is a commontheme observed in the research findings. Government role in the promotion ofvolunteering is evident in policies and initiatives. Furthermore, suggestions on what thegovernment can do in the promotion of volunteering is also apparent such as byfacilitating a relationship with the private sector, providing volunteering opportunities,6

and allocating funding to enhance volunteering infrastructure. The promotion ofvolunteering as part of an overall strategy is not only applicable to the public sector butalso to voluntary organizations such as that of ‘Volunteering England’. This may suggestmore of a strategic outlook in promoting volunteering. Nevertheless, tactical methods areemphasized as ways of encouraging volunteering.The adoption of government initiatives such as South Australia’s Active8 Youth programis found in voluntary organisations such as Red Cross, State Emergency Service (SES)and the Country Fire Service (CFS). The effectiveness of the Australian FederalGovernment initiative, Australians Working Together, whereby volunteering is acomponent of fulfilling requirements of income-support payment, is also highlighted as ameans of encouraging volunteering to the wider community.The above topic then extends to the debate whether volunteering should be mademandatory or optional for certain groups in society. For example, as part of the schoolcurriculum to push youth volunteering, or as part of the requirement to receive incomesupportpayment from the government to promote volunteering to the unemployed. Theeffectiveness of mandatory volunteering is questionable as it results in short and lowcommitment to volunteering, and volunteering opportunities that are undertaken only if itbenefits the volunteer such as to gain experience. In turn, this may then change themotives that drive people to volunteering. It is also feared that mandatory volunteeringmay have detrimental effects on the willingness to volunteer in the future.The role of the private sector is also regarded as a vital aspect in volunteering promotion.Companies can be involved through government partnership, in providing funding andvolunteering opportunities, and as a source of volunteers. There are several findings inCanada and Australia with regards to tactical methods of encouraging employeevolunteering. This may be viewed as part of exercising greater social responsibility by theprivate sector.Some changing trends in volunteering are also observed from the research findings,which would have effects on the promotion of volunteering. Firstly, it is apparent that theconcept of volunteering exists in two forms, through high profile organisations, whichseems to attract many volunteers, and in smaller community based organisations, whichin contrast struggle to attract volunteers. This is evident in the four South Australian casestudies, which will be discussed in a separate section in this report. Secondly, volunteergroups are becoming more diverse and consequently promotional methods and messagewould need to be customized to increase a broader appeal. This will be discussed in moredetail in the next paragraph. Finally, new ways of promoting volunteering are requiredsince traditional institutions, such as church and clubs such as Boy Scouts and GirlGuides, face a decline in their role in society and thus are no longer avenues to recruitvolunteers.We observe that some promotional methods are targeted and differentiated to the variousgroups in the community, such youth, older people and those with mental disability. Thiswould indicate the identification of the different segments of potential volunteer and a7

customized approach in the promotion of volunteering. Consequently, this can beregarded as part of the conventional marketing approach of segmentation. Advice ontailoring promotional message to each target market is also evident in the literaturereview. Although some similarities of promotional methods exist such as the use ofdisplays, word-of-mouth and media advertising, it is also evident that some differencesexist to address the various volunteer groups. For example, conducting visits to schoolsand promoting at youth events to encourage youth volunteering.Furthermore, it is acknowledged that young people and baby boomers are two emerginggroups of potential volunteers with the future of volunteering relying on the effectivenessof methods to attract them. Based on the literature found, there is however, a greater pushfor youth volunteering. This is evident in the inclusion of youth volunteering aspects ingovernment policies and initiatives, school curriculum, extra-curricular activities such assports, and promotional activities at schools and community youth events. Changing the‘traditional’ image of volunteering for young people is also acknowledged as a way ofattracting more young people to volunteering.To conclude, the motives of volunteers are also explored in several studies. The commonmotive found is altruism whereby the need to help others is essentially the driver tovolunteering. There are several other motives, namely egoistic in satisfying a personaldesire; collectivism with the aim of increasing the welfare of a group; and principlismwhich drive a volunteer based on moral principles and values. It is also highlighted thatgreater understanding of volunteer motivation will lead to a more effective method ofpromoting volunteering and attracting volunteers.A contemporary method of recruiting and communicating with potential volunteers is awebsite. However, we found no mention of any organisation actively seeking to enableitself to be found via a search engine like Google. We understand that several thousandpeople a month who wish to contribute their time as a volunteer do a search on a theInternet to find a suitable organisation with whom to do voluntary work.3. Synopsis of selected web pages promoting volunteeringIt was not within the scope of the current report to undertake a comprehensive survey ofvolunteering organisations in the US, the UK and Australia. However, a brief survey ofsome major volunteering organisational websites in each territory has revealed a numberof interesting similarities and distinctions.United StatesOrganisational sites examined:1. US Dept. of State – Volunteerism in the United States2. US Peace Corps3. Volunteers in Parks4. AmeriCorps5. USA Freedom Corps6. National Service Alumni Network8

The US Government Department of State’s official volunteering website is devoted to USFederal Government initiatives to promote volunteerism, and in particular to PresidentGeorge W. Bush’s Volunteers for Prosperity plan. Volunteers for Prosperity “providesopportunities for highly skilled American professionals in a variety of fields to volunteerfor a flexible term in developing countries and emerging economies overseas”. The planincludes five specific initiatives: the Emergency Plan for HIV/AIDS Relief, the Water forthe Poor Initiative, the Digital Freedom Initiative, the Middle East Partnership Initiativeand the Trade for African Development and Enterprise. The last three are initiativesdesigned to promote business development.The US Peace Corps, established by John F. Kennedy in 1961 “to promote world peaceand friendship”, recruits mainly young Americans to work overseas in developingcountries, in return for a variety of remunerative benefits. Its mission statementemphasizes helping countries meet their needs for trained men and women, helpingpromote a better understanding of Americans overseas, and helping promote a betterunderstanding of people overseas by Americans.AmeriCorps, established by Bill Clinton in 1993, recruits volunteers to work within theUnited States. It is “a network of national service programs that engage 50,000Americans each year in intensive service to meet critical needs in education, publicsafety, health and the environment”. Volunteers working away from home can receiveaccommodation, a weekly stipend and an educational award in exchange for a year offull-time service.The USA Freedom Corps was established in 2002 by George W. Bush, and is describedon its website as “the most comprehensive clearinghouse of volunteer opportunities everavailable”. It suggests to American citizens “the summer months are an excellent time toanswer the President’s Call to Service, strengthen their communities, and extend thecompassion and greatness of America”.Because these organisations have a variety of different purposes it is not possible tocompare them in any meaningful way. However, as all function as promotional sites forthe organisations concerned, one significant point of comparison is between the ways inwhich each organisation seeks to appeal to potential volunteers. Below is a table rankingthe emphasis placed by three key volunteering organisations on possible motivatingfactors. Points are listed in the order in which they appear in a brief survey of eachwebsite:9

Motivating Factors for joining major US voluntary organizations and showingrankings of importance, to young people.US Peace Corps AmeriCorps USA FreedomCorpsMake a difference 1. 1.Develop career and leadership skills 2.Enhance career prospects 3.Educational benefits 4. 4.Financial benefits and loan deferment 5. 5.Benefits last a lifetime 6.Leave your mark on the world 2.Help people with less opportunities up the3.ladderStrengthen American communities 1.Share American compassion around world 2.Acts of kindness and decency which are3.“changing America one heart at a time”As this table indicates, there is considerable divergence between the three leadingvolunteering agencies about the primary motivation amongst Americans who volunteer,apart from agreement between the US Peace Corps and AmeriCorps that ‘making adifference’ is the most important motivation, and that educational and financial benefitsfor the volunteer are also important (ranked 4 and 5 by both agencies). However, bothwebsites make it clear that young people are the main source of volunteers for theseorganisations, often students in their ‘gap year’ between school and university, andeducation awards to pay off student loans or fees are emphasised. Both organisations alsoattract older volunteers.None of the American websites examined establish a precise definition of volunteering,and no clear distinction appears to be made between volunteering in return forremuneration and volunteering without financial reward.In summary, the American volunteering organisations emphasise:• ‘Making a difference’• Educational benefits for the volunteer• Financial benefits for the volunteer• Career benefits for the volunteer• Volunteering as a great American tradition• The value of volunteering in rebuilding American communities. Two sitesmention Robert Putnam’s important book Bowling Alone: the Collapse andRevival of American Community (2000)10

United KingdomOrganisational sites examined:1. National Council for Voluntary Organisations2. Community Service Volunteers3. Millennium Volunteers4. Student Volunteering England5. Reach Volunteering UK6. Experience Corps7. Institute for Volunteering Research8. a list of ‘most useful websites on volunteering’ sourced on the GuardianUnlimited volunteering websiteIn the United Kingdom, volunteering continues to be defined by most organisations as anactivity, which is not remunerated. However, recent moves by the UK Governmentsuggest a blurring of the line between volunteering and remunerated community service.In a speech to the UK’s National Council for Voluntary Organisations (NCVO) annualconference in March 2004, the Chancellor Gordon Brown praised the US voluntarysector for encouraging corporate giving, for its mentoring schemes and because of itsAmeriCorps national volunteering programme (which remunerates volunteers). In May2004 the Chancellor launched the Russell Commission, saying that it was a measure to“encourage national community service by young people”. But he also said “we need towiden access and remove barriers to volunteering and find innovative ways to involveexcluded young people in exciting volunteering opportunities”. Thus there is no cleardistinction between volunteering without reward and remunerated community service inthe current debate in the UK.Young volunteers:There is a wide variety of organisations involved with volunteering in the UK, and manyof them are specifically targeted at young people. Below is a table ranking the emphasisplaced by three key volunteering organisations on possible motivating factors for youngpeople. Points are listed in the order in which they appear on the website:CommunityService VolunteersMillenniumVolunteersStudentVolunteersMake a difference 1. 3. 4.Use own life experience to help others 2.Work experience 3.Make friends 4 2.Improve skills 5. 5. 1.Increasing employability 6. enhance CV 4. 6.Have fun 7. 5.Build confidence, self esteem 1.Understand social diversity 2.Work in partnership with3.communities for mutual benefit11

From this table it can be seen that there is somewhat more consensus in the UK about theprimary motivation for young volunteers, and there are three motivating factors on whichthey all agree: making a difference, improving skills and increasing employability.Further research might reveal that the three organisations are targeting different sectors ofthe community, and this could account for the different emphasis placed on othermotivating factors.Older volunteers:Alongside the traditional British volunteering organisations (e.g. Red Cross, Women’sVoluntary Service, etc.), there are some newer organisations, which have been launched,in the past decade to increase the percentage of volunteering in the UK. They includeREACH Volunteering UK, dedicated to “recruiting people with managerial, technical andprofessional expertise and placing them in part-time, unpaid roles in voluntaryorganisations that need their help”, and Experience Corps, “set up to encourage all peopleaged 50 and over to offer their skills and experience to benefit others in their localcommunities”.The Experience Corps represents an interesting case study. The UK Governmentlaunched the scheme in November 2001 with L20m and a target of recruiting 250,000over-50s volunteers in three years. However, towards the end of 2003 it was decided thatit had no chance of meeting the target, and future funding for the project was cancelled.According to a news report in Guardian Unlimited (March 13 2004), the government wasblamed for failing to take the advice of an expert panel, which advised that setting up anew organisation rather than building on the six existing national ones would create yetanother layer of bureaucracy, and for putting too much focus on a “grandiose high profilescheme based on targets and numbers, rather than on quality”.Overall, the emphasis in the UK volunteering websites is somewhat different to thosefrom the US, and whilst ‘making a difference’ is still a common motivating factor, thereis more emphasis placed on having fun, making new friends and gaining employment,and no mention of volunteering as a traditional activity.In summary, the key points mentioned on UK volunteering organisation websites are:• ‘Making a difference’• Improved skills for the volunteer• Volunteers increase employability• Volunteers making new friends• Volunteers having fun• Volunteers gaining work experienceThere are also several useful research sites on volunteering based in the UK, includingthe Institute for Volunteering Research.12

AustraliaOrganisational sites examined:1. Volunteering Australia2. Go Volunteer3. Volunteering Western Australia4. Volunteering NSW5. Volunteering Victoria6. Volunteering Queensland7. Volunteering SAThe Australian sites listed are all government or peak volunteering bodies. As such theyprovide a snapshot of the Australian vision of volunteering, rather than demonstrating thepromotional methods being used by Australian volunteering organisations. It is perhapsinevitable, therefore, that they all place considerable emphasis on principles such asexcellence, effective management, consultation, accreditation, accessibility andrecognition.However, it is also notable that several of the sites provide a formal definition ofvolunteering, all of which emphasise that volunteering• Involves no financial payment, pensions or benefits, government allowance orhonorarium;• Should be undertaken freely and without coercion;• Should not replace paid work or threaten the job security of paid workers.Thus the Australian definition of volunteering is closer to the British (unpaid) model thanto the American (often remunerated) model, although, as has been seen, the British modelappears to be in the process of being modified by government initiative.The Australian sites listed do not deal directly with the issue of motivation of thevolunteer, mentioning only that• Volunteering is an activity of enduring social, cultural and economic value(Volunteering Australia)• Volunteering makes a contribution to civil society (Volunteering Australia)• Volunteer activity contributes to the health and well being of the community(WA)• Volunteers help with the relief of distress, illness, poverty, delinquency andhelplessness, and improve the quality of life (WA)The only promotional activity mentioned on these sites is the official launch, by‘celebrity volunteer and well-known Essendon Football Club player Michael Long’, ofthe GoVolunteer website.A contemporary issueAs mentioned earlier, a contemporary method of recruiting and communicating withpotential volunteers is a website. However, we found no mention of any organisationactively seeking to enable itself to be found via a search engine like Google. Weunderstand that several thousand people a month who wish to contribute their time as avolunteer, do a search on a the Internet to find a suitable organisation with whom to dovoluntary work.13

4. Findings from the Case StudiesThe case study analysis was undertaken to find practical examples of, and gain insightinto, ways of promoting volunteering and related issues regarding volunteers. Thissection aims to summarize and analyze the findings in the four case studies. The detailsof the case studies are presented in a matrix, which can be found in Appendix D.The findings are categorized under the following headings:1. Motivation of volunteers2. Promotion of cause3. Support for promotion4. Volunteer recruitment5. Tasks undertaken by volunteers6. Hours worked7. Length of service8. Volunteer profile9. Volunteer numbers10. Trends in volunteering11. Is there a need for more volunteers12. Biggest issueThe four organisations chosen were Red Cross, Meals on Wheels, State EmergencyService (SES), Country Fire Service (CFS), UnitingCare Wesley Lifeline and DomesticViolence Helpline. Information was obtained through interviews, brochures and website.Motivation of volunteers was the first question presented and is categorized under thefollowing headings: philanthropic, professional and career benefits; andpersonal/financial benefits. It appears that philanthropy is the common motivation acrossall four organisations. Therefore, the notion of helping other people underlies people’sdesire to volunteer. This corresponds with Bussell and Forbes (2002) who found altruismas a central motive of volunteering and one of the motives for community involvement(Batson, Ahmad and Tsang, 2002). Professional and career benefits can be regarded as amotive to improve human capital where volunteering is viewed as a way to ‘developskills which may be useful in a future career or help to obtain employment, gainacademic credits or even aid career advancement’ (Bussell and Forbes 2002). Some ofthe personal/financial benefits may be viewed as egoistic (Bussell and Forbes 2002;Batson, Ahmad and Tsang, 2002) motives of volunteering whereby the volunteer aims toimprove its own wellbeing. It is worthy of note that young volunteers at CFS and SESindicated that volunteering has been a family tradition. This confirms a research findingwhich suggest that young people are more likely to volunteer if their parents had beeninvolved in volunteering (Bussell and Forbes, 2002).Secondly, with regards to promotion of the cause, two organisations, Red Cross andMeals on Wheels that are well recognized in the community are able to capitalize from14

their name with little promotion required. In addition, as later mentioned, theyexperienced steady numbers of volunteers, which may indicate the ease of attractingvolunteers. It is also found that image building is practiced among all organisations,except Red Cross, primarily in making themselves known to the community.Conventional marketing methods in the form of paid advertising, use of websites, unpaidmedia publicity, and word of mouth are generally adopted by all four organisations. Freemedia coverage and print-work are used by all four organisations in promoting theircause. It is interesting to note that the more well-known organisations (Red Cross andMeals on Wheels) use their website for their promotions whereas SES and CFS, and theUnitingCare Wesley Lifeline and Domestic Violence Helpline rely on talks as a way toreach directly to the public in promoting their cause. It is also valuable to emphasize thatRed Cross acknowledged word of mouth to be the best form of promotion. This,therefore, highlights that volunteer experience leads to promotion of volunteering andvolunteer recruitment. It is clear that all four organisations, in general, promote in similarways, although as later revealed that the profiles of their volunteer are quite distinct.Hence, it may be worth considering some ways of differentiating promotional methods tothe various groups targeted. Segmenting potential volunteers to create a more targetedpromotional message can do this. Bussell and Forbes (2002) suggested volunteer profilemight differ according to educational attainment, gender, age, family background, andemployment status.In terms of support for promotion, the fourth question, it appears that the organisationsare required to raise their own funds through corporate support, donation, user-pay feeand levy due to little government funding (with the exception of the Domestic ViolenceHelpline which is funded by the government). This may reveal a possible trend thatservices traditionally provided by the government is shifting to the voluntary sector. It isalso indicative that both the public and private sector’s support are required for thecontinued voluntary work. It is important to note that SES and CFS, and the UnitingCareWesley Lifeline and Domestic Violence Helpline have insurance cover with the laterhighlighting no problems with liability or insurance.The fifth question relates to methods of volunteer recruitment. There are common themesacross the four organisations whereby they rely on the media for advertising andpublicity, on word of mouth and print-work. Other methods include the use of websites(own and Go-Volunteer recruitment websites), letterbox drop, open days and recruitingthrough Volunteering SA. Meals on Wheels, and UnitingCare Wesley Lifeline andDomestic Violence Helpline advertise their need for volunteers through newspaperadvertisement as they would with paid employees. It is interesting to note that the laterorganisation, which has a religious affiliation, is viewed as a community rather than areligious organisation. SES and CFS express the difficulty of recruiting young people dueto high mobility in country area. This may reflect the general trend of difficulties inretaining young volunteers. Red Cross, and UnitingCare Wesley Lifeline and DomesticViolence Helpline detail their recruitment process, which also consist of interview,induction and training programs. The later organisations require a two-year commitmentfrom its volunteers and views its training program unique and thus would benefitvolunteers.15

It is useful to analyze the next question, the tasks undertaken by volunteers, together withvolunteer numbers to highlight the fact that all four organisations rely tremendously onvolunteers to perform services for their clients. The organisations use volunteers toperform core organisational functions as well as supporting services such asadministrative, logistics and planning. It is interesting to note that the task performedincreasingly demand more analytical, specialized and higher skills. It appears thatUnitingCare Wesley Lifeline and Domestic Violence Helpline have a more structuredapproach to the tasks of its volunteers and involve their volunteers in promotional efforts.In relation to volunteer numbers, volunteers make-up most of the organisations’population. It is, therefore, evident that without the work of volunteers, theseorganisations are not able to function.The number of hours worked by volunteers seems to vary across the four organisations,which suggests the distinct type of work. Volunteers are scheduled to work on a weeklyor fortnightly basis. The hours worked range from three to ten hours per week, or fourhours to one day per fortnight. Some of the work seems to be flexible; on the other handthe existence of a roster would suggest a structured approach in organizing volunteertasks. In the case of CFS and SES, volunteers would work more in emergency situations.The average length of service of volunteers also seems to vary between organisationsranging from five to ten years. It is interesting to note that some volunteers havevolunteered for as long as 15 to 30 years indicating that volunteering is a long-termcommitment and has become part of the lifestyle for some people. Nonetheless, RedCross acknowledges a recent trend toward short-term volunteering as a way to gainexperience and skill. In addition, incentives awards given by SES and CES recognize thelong-term contribution and commitment of their volunteers. Reasons for stoppingvolunteering normally reflect the age and stage of life of volunteers.The volunteer profile also differs between voluntary organisations reflecting the type ofservices performed. Red Cross and Meals on Wheels have predominantly femalevolunteers (although the gender ratio is becoming more balanced at Meals on Wheels).Female volunteers are also more common at UnitingCare Wesley Lifeline and DomesticViolence Helpline, whereas male volunteers make up the majority of volunteers at CFSand SES. These findings are consistent with research that found more females to beinvolved in volunteering (Bussell and Forbes, 2002). Red Cross and Meals on Wheelsalso have similar demography in terms of age and a broader range of ethnicity. The olderdemography corresponds with research, which reveals those over the age of 50 morelikely to volunteer (Bussell and Forbes, 2002). CFS and SES, and UnitingCare WesleyLifeline and Domestic Violence Helpline also have comparable demography withyounger volunteers, and a majority of the volunteers being white Australians. Those intheir mid 40s also comprise a group of volunteers with the average age at CFS and SESincreasing, and Red Cross noting that this age group are more skilled.Red Cross and Meals on Wheels reveal similar trends in volunteering with a steadynumbers of volunteers. This may be the effect of their well-recognized name in the16

community, which leads to an ease of attracting volunteers. In contrast, UnitingCareWesley Lifeline and Domestic Violence Helpline experience decreasing number ofvolunteers in the last five to ten years as people have less time to give. This may berelated to the younger demography of volunteers having to balance career and familycommitments. In the case of CFS and SES, the volunteer numbers is at a maximum as itis tied to financial assistance for volunteer equipment.In terms of the need for more volunteers, UnitingCare Wesley Lifeline and DomesticViolence Helpline, and Meals of Wheels indicate that more volunteers are required. Onthe other hand, CFS and SES, and Red Cross reveal an excess number of volunteers. Inaddition, Red Cross finds difficulty in matching volunteering opportunities withvolunteer skills as it attracts higher skilled volunteers and those who are unable to beplaced are referred to Volunteering SA. Whilst CFS and SES have no problem attractingvolunteers in the metropolitan areas this is not the case with Meals on Wheels, whichreceives more volunteers in country areas. CFS and SES highlighted a need for more paidstaff to deal with governance matters.Finally, two of the four organisations indicated major issues faced. CFS and SES areconfronted with ‘good governance’ issues, increasing bureaucracy faced by volunteersand shifting task of team leader with an emphasis on preparation (such as occupationalhealth and safety, training, and financial and asset management) rather than on incidentmanagement. On the other hand, UnitingCare Wesley Lifeline and Domestic ViolenceHelpline aim to understand reasons why volunteer stays, improve organisationalexcellence and fear the US’ paid-community-service model being adopted althoughvolunteer contributions are currently recognized with free gifts.5. Environmental Influences on VolunteeringVolunteering or community service?Of primary importance in the current national and international debate on the promotionof volunteering is the issue of definition. The following discussion is based on severalpoints taken from a report entitled ‘Something for Something: a national youth actionprogramme’ (2004) by Kate Stanley for the Institute for Public Policy Research in theUK“Definitions of volunteering, whilst varying between cultures, tend to rest onthree core elements (Davis Smith 2000): the activity is unpaid, freelyundertaken, and is of broad community benefit as well as of benefit to thevolunteer.” (Stanley, 2004)On the other hand, although the term ‘civic (or civil, or community) service’ is often usedas an alternative for volunteering, it has entirely different connotations. Stanley suggeststhat a common definition is:17

“An organised period of substantial engagement and contribution to the local,nation or world community, which is recognised and valued by society, and forwhich there is only minimal monetary compensation to participants.” (Stanley,2004)The major American volunteering programs (eg U.S. Peace Corps, AmeriCorps, U.S.A.Freedom Corps) are examples of the community service model. Americorps, for example,provides accommodation, a weekly stipend and an educational award in return for a yearof full-time service.Stanley makes the point that since one of the defining features of volunteering is that it isunpaid,“it is therefore undermined by using the term to describe activities which are infact remunerated in some way. Using the term ‘volunteering’ to describeactivities that do not meet the unpaid criteria unhelpfully alienates parts of thevoluntary and volunteering sectors and should be avoided.”Cultural valuesThis distinction between volunteering and community service is of particular significancein determining the best means of promoting volunteering in Australia, since Australianvolunteers have not traditionally been remunerated for their efforts. It remains a mootpoint whether the majority of Australians are influenced more by British or Americancultural values at the beginning of the 21 st century. However, to adopt the Americanmodel of remunerated community service and promote it as ‘volunteering’ without dueregard to Australian attitudes towards volunteering could have unexpected, possiblyunwelcome, outcomes in the Australian context.It has also been suggested that other significant social and cultural differences betweenthe United States and Britain have contributed to differences in attitude towards theconcept of volunteering, for example:‣ a far higher rate of participation in organised religion in the United States than inthe United Kingdom, with an inevitable impact on shared values;‣ the experience in Britain of more than fifty years of the Welfare State, which hasgenerated in many people a belief that the state bears responsibility for assistingthose in need.Tony Blair has been quoted as asking, presumably rhetorically: “What does it say aboutthe country we became in the late 20 th century that do-gooding became a term of abuse?”(http://society.guardian.co.uk/volunteering/story/0,8150,575326,00.html). Stanley pointsout that, in the UK, the concept and word ‘volunteering’ causes some groups to18

disassociate themselves from voluntary activities with which they might otherwiseengage:“The v-word…with its inevitable blue-rinse connotations of middle-aged,middle class women helping those less fortunate alienates young people andethnic minorities” (Little, cited in Kearney 2003).This notion was supported by a UK survey (Gaskin 1998) in which two thirds ofyoung people interviewed said ‘volunteering’ was not something people in their agegroup would do. Amongst other barriers peer pressure was cited, and two-thirds alsosaid volunteering would be ‘uncool’.However, Gaskin’s survey showed that many young people who dislike the term‘volunteering’ nonetheless believe in the value of voluntary work for society andthemselves, and 94% saw volunteering as a great way to gain experience. Stanleysuggests “to address this image problem, programmes need a brand that young people canidentify with and aspire to”.Inhibiting factorsIn a proposal for a youth community service scheme, Ruth Fox and Thieu Besselink pointout that, despite a range of government initiatives over the past seven years, the numberof young volunteers in the UK has not increased substantially. They assert that“in large part this is because young people lack the economic independence requiredof the long-term volunteer. … Voluntary work is difficult to engage in if you yourselfare poor and lack resources to fund a philanthropic giving of your time. Theencouragement of voluntary work rather than a community service programme islikely to be more socially and economically exclusive” (Fox and Besselink, 2004),author’s emphasis.It may be, therefore, that young people in Australia would actively welcome theavailability of a program of paid community service similar to the American model,with the personal and social benefits with which it has been associated, but would beless likely to participate if it were referred to as ‘volunteering’. These definitional,cultural and attitudinal differences need careful exploration in the Australian context ifa broader promotional strategy is to be adopted.A second issue of great importance in promoting the principle of volunteering ismotivation. The four brief case studies undertaken for the purposes of this reportsuggest that the range of motivations for volunteering in the community is morediverse than sometimes assumed. The range of motivational messages conveyed bythe volunteering organisation websites cited (see Volunteering Websites - Summary,Section 3) confirms this impression.19

It seems probable, therefore, that a generic approach to the promotion of volunteeringand other forms of community service will have only limited success with certainsectors of the community, and that a variety of targeted approaches designed to meetthe specific needs of identified market segments would be more successful.Social marketingTo quote Donovan and Henley (2003), social marketing is “concerned with helping toachieve and maintain desirable social change” (Donovan and Henley, 2003 p.1), and theyoffer the following definition:“Social marketing is the application of commercial marketing technologies to theanalysis, planning, execution and evaluation of programs designed to influence thevoluntary or involuntary behaviour of target audiences in order to improve the welfareof individuals and society” (Donovan and Henley, 2003 p.6).Volunteering fits well into the category of activities, which are likely to ‘improve thewelfare of individuals and society’. In the present case it is considered desirable toincrease the number of people in the community who have a positive attitude towardsvolunteering, form the intention to become volunteers and carry the intention through toaction. As highlighted above, it is necessary to recognise the factors in each marketsegment, which may inhibit a progression from intention to action. These usually involvea lack of resources such as time, money, transport, childcare, etc.Some suggested market segments, defined with reference to promotions used in theUS and the UK, are listed in the table below:20

AgegroupUp to18Comments Target segments Remunerationrequired?Usually Target schools and teachers, also Novolunteer parentsthrough school,sometimes withfamily18-25 A prime target Students in ‘gap year’ beforeuniversity, seeking work experience26-45 This age groupvolunteers lessfrequently due towork and familycommitments45-60 Working peopleofferprofessionalskillsStudents seeking experience inconnection with study (eg psych.,social work, counselling)Young unemployed seek job skills toenhance employability, experience toadd to CV, self-esteemEmphasise family volunteering:school working bees, sportscoaching, environmental work, egtree planting, Clean up Australia, etc.Also frequently participate ininformal volunteering eg playgroups,carpools, school runs, after schoolcare etc.Unemployed of all ages volunteer togain job skills, experience to add toCV, enhance self-esteem,employabilityProfessional skills, committee work –share life experiencesYes – educationawards, weekly stipend,accom. if away fromhomeYes – educationawards, weekly stipend,accom. if away fromhomeYes – weekly stipend,accom. if away fromhome, education awardsto encourage furthereducationNoYes – weekly stipend,accom. if away fromhome, education awardsto encourage furthereducationNoRecognitionrequired?Yes – awards,certificates, t-shirts and caps,etc.Yes – awards,certificates, t-shirts etc.Yes –recognition ofachievementtowards studyprogramYes – awards,certificates toadd to CV, t-shirts, caps etc.Yes – awards,certificates, t-shirts and capsetc.Yes – awards,certificates toadd to CV, t-shirts, caps etc.Yes – awards,certificates etc.6. The Theoretical Bases for CampaignsCampaigns that seek to stimulate people in the community to volunteer are essentiallytrying to change the behaviour of some people; to turn non-volunteers into volunteers orget lapsed- volunteers to return. There are well-established theories about changingbehaviour and some that are in the realm of what is called Social Marketing. It wouldseem sensible that any campaigns that are run to stimulate volunteering are guided by or,indeed, are underpinned by such theories. In this section we will review those theoriesthat seem particularly pertinent and identify the one that we feel most appropriate.21

The value of a theory, using the proper meaning of this term, is that it should predict theoutcome of some actions or a campaign based upon it.The ‘simple’ marketing approach is not sufficient.Just about all of the Literature that we have found in Journals and Books that describescampaigns to increase volunteering, or recommends how they should be conducted, citethe ‘classic’ marketing approach of:a) Identify the target audience,b) Find out their needs, interests, motivations, and thenc) Present the Benefits of Volunteering in relation to (b).This may well be appropriate in competitive markets for products and services whereconsumers may be more concerned about what option to choose among several in acategory that they have a disposition towards. Their choice often is about whether andwhat to consume. The act of volunteering is more about ‘giving’ than consuming. Wewould suggest that the decision to volunteer involves in some cases quite subtle andcomplex motivations and social factors that should be taken into account and addressedin campaigns. So, the above a, b, c approach while not irrelevant, we would suggest, isnot sufficient and/or difficult to implement in a fully informed way. The models andframeworks of social behaviour change offer ways to guide us.We also introduce consideration of models of the diffusion of an activity through aSocial Behaviour Change ModelsThis section is largely drawn from a Chapter on models of attitude and behaviour changein ‘Social Marketing’ (Donovan and Henley, 2003). We would recommend this toanyone wishing to read more widely on this topic.An overall summary of what is said to be explain and be influential on behaviour changein a person is:1. Their Intention2. Constraints set by the person’s circumstances and/or environment3. Their (innate) abilities, training and equipment4. Their perceived, anticipated outcome(s) or attitudes on this5. Norms in their community6. Their self-standards and self-image7. How they feel (their emotions) about the behaviour8. Fits their role in societyTo comprehensively study a group or segment with a view to devising a strategy toincrease volunteering in them would, strictly, require doing research to understand theabove eight factors. Based upon this, though, one would have a good basis to formulate astrategy.22

There are some theories that seek to partially explain the behaviour change process inmore specific circumstancesThe models generally assume that an individual’s beliefs about behaviour will determinetheir intentions, with respect to that behaviour, and that these intentions will, subject toenvironmental facilitators and inhibitors, will predict how the individual will act. Anunderstanding of the formation of intentions and of the facilitating and inhibiting factorswill provide a framework for setting communication objectives and message strategies.People volunteer for myriad reasons but the models can help us by indicatingframeworks that can be used to cover and generalize for many circumstances.The Theory of Reasoned Action (TRA)This is a widely known and used model (Fishbein & Ajzen, 1975). An importantrealization that was emphasized in it was that it was someone’s attitude towards thebehaviour (e.g. doing volunteer work) rather than the object (being a volunteer) that wasimportant. The other additional feature that this model has, compared to those that hadgone before was that people’s intentions are also influenced by what they think othersexpect of them.The model looks like:Beliefs about Evaluation of Attitude towardsthe consequences x the consequences the behaviourof the behaviourIntentionsBehaviourBeliefs about others’ Motivation to SubjectiveExpectations of me x comply with normsdoing the behaviour othersWe believe that this model could be used to systematically, firstly to understand whysome people do not volunteer and, importantly, decide what to do to change this. Forinstance, some people may have very positive attitudes towards volunteering but, becausethey think that others do not value it, they refrain from taking it up. So, a campaign thatmight change their behaviour would not have to extol the virtues of being a volunteer butstress that others in the community saw it very positively.As with the use of all such models, research data is needed to find out what is in theminds of people in the community. The model, though, indicates upon what the researchmust focus.23

The Theory of Trying (TT)The starting point of this theory is that the first step in behaviour change is thatsomebody is prepared to try something (new). So, the model seeks to understand how toinfluence people to try something. Essentially, the underlying process is that someone’sattitude towards trying something influences their intentions towards this. Their attitudeis a function of:a) Their attitude towards succeeding and their perceptions of the likelihood of this ( i.e.their expectations about success)b) Their attitude towards failing and perceived likelihood of thisc) Their attitude towards the process of trying to do the activityThe degree to which Intentions will lead to actually trying is moderated by:a) How often they might have tried before, andb) Social Norms about trying.This model has been shown to explain and predict weight loss behaviour. For somesegments in the population who might lack confidence and/or come from a low socioeconomicstatus this model could help direct an appropriate approach for stimulatingVolunteering.Diffusion TheoryThe diffusion of ideas and practices over time through a community has been verythoroughly researched. Often the process is not unlike the spread of diseases – it startsslowly, and then gathers pace as more people interact with each other. Eventually, itreaches a natural ‘saturation’ point. If we want to speed up the process of adoption, whatcan we do?In the context we are considering, three things influence the degree and timing ofadoption:• Factors associated with the adopters• Factors associated with the idea or product• Factors associated with the communication systemThe models described in the previous section have looked at the “factors associated withthe adopters”, that is, mainly the ‘internal’ things that affect their Intentions.24

Factors associated with the Idea (Volunteering)Work done by Rogers (e.g. 1995) has shown that the degree of certain attributespossessed by the idea, or product, can help or hinder the speed with which it is adopted inthe community. These are:• Relative advantage – the degree to which the new thing or behaviour is seen asbeing better than the old ( e.g. convenience, time saving, money saving, prestige).• Compatibility – the more it is seen as compatible with existing values andpractices the better. The less people have to feel they need to change, either theirbehaviour or their views, the better.• Complexity – the more something is easy to understand and require no newlearning, the better. The more ‘user friendly’ the better.• Trialability – the more something is easy to try out (without full commitment) thebetter. This reduces the sense of ‘taking a risk’, that might be regretted. Often theonly way people really understand the full benefit or rewards of something is toactually do it.• Observability – The more the results of the idea or behaviour are tangible andvisible (often, to others) the better.So, some volunteer activities will be easier to gain adoption than others because of thesefactors, among others. In choosing a particular Volunteer activity to promote to gain aspeedy increase in numbers, maybe these factors could be influential on the choiceprocess.Factors associated with the Communication Channel.Generally, impersonal (non interactive) channels like the media are efficient at raising thegeneral awareness of something, like the need for and worth of Volunteering. However,personal interaction tends to be most effective at actually gaining behaviour change. Thisis particularly the case if the communicator/change agent is of similar background andsocial values as those in whom the changed behaviour is desired.Word- of – Mouth is the most powerful influence. The more that this can be harnessedthe better. Campaigns for increasing Volunteers that have networks of individuals goinginto their relevant communities and personally speaking with people like them will havethe biggest response.The book, The Tipping Point (Gladwell, 2001) contains some key advice on how to getideas, like Volunteering, to take-off:1. Enthusiasts who are knowledgeable must exist and/or be alerted2. They must be well-connected to and active in social networks3. A ‘climate’ must exist that is ready for a new initiativeSo, to speed up the uptake of volunteering would ideally require:25

1. Doing research on the population to understand attitudes and determine where themost likely prospects are, and then targeting them.2. Ensuring that candidate activities that need volunteers are made as attractive aspossible in terms of the five factors (e.g. relative advantage, complexity etc)3. Wherever possible, Word-of-Mouth channels are harnessed.A ChecklistAn example of a comprehensive Checklist of information that can be gained from apopulation or segment in order to formulate a behaviour change strategy, towardsvolunteering or whatever, is given in Appendix E. This has been derived from combiningthe TRA and TT and is taken from Donovan and Henley (ibid).7. Strategic ConsiderationsWhom to targetWe were surprised to find few studies and reports that seem to take what we would call astrategic approach to the task of promoting volunteering. By this we mean, approachesthat reported starting with asking questions like:• Should we seek volunteers from the community as a whole - which would be a‘mass market’ approach.• Or, should we identify priority groups to target in some sort of sequence so as toconcentrate our effort and efficiency - which would be a ‘segmented market’approachOur knowledge of other marketing literature on the recruitment of members toorganizations suggests the approach of initially finding out the profile of those in thecommunity who do voluntary activity and then seeking to stimulate similar people, first,is a sensible, strategic approach. Similarly, it usually found advisable to do some initialanalysis to prioritize groups in the community by their likelihood to volunteer.This marketing literature ( e.g. Kotler, 2004) indicates that within the community, andwithin the Youth category, there would be the following potential recruits to volunteeractivity:• Lapsed volunteers• Those with very similar profiles to volunteers• Those likely to have self-interest in volunteering for specific activities ( e.g. CFS,those seeking specific job experience)Examples can be found of the above groups that are a) relatively easily identified, and b)able to be communicated with by fairly direct means.26

8. ConclusionsWe have: surveyed relevant literature assessed material upon key organisations’ websitesand conducted interviews with those involved in some diverse organizations that relyupon volunteers. We have predominantly looked at material from Australia, the US,Canada and the UK. We have sought to find and examine descriptions and examples ofcampaigns to increase the number of people in a state or country who engage involuntary, community activity. A synopsis of this information has been presented in theReport above with Appendices containing the detailed findings. From the examination ofthis material we draw some Conclusions about campaigns to increase the number ofpeople undertaking voluntary activity for the community.1. The term Volunteer may not be the best one to use for all target groups inthe community, particularly young people. Terms like ‘friend to thecommunity’ or ‘maker of a difference’ have been found to have somemerit.2. It needs to be appreciated, when looking at overseas examples, that thedefinition of the term may include volunteers being remunerated.3. Campaigns to increase the number of volunteers are similar to others thatseek to create change in the community, like better exercise, cessation ofsmoking or driving too fast. The communication activity, be it advertisingor whatever, is just one component. If other, facilitating activities are notundertaken or in place, then the communication campaign can have littleeffect. It is found wise to research to uncover the inhibiting factors andbarriers, for some people to engage in volunteering, and these barriersremoved, before a communication campaign is undertaken.Rarely is just an information campaign sufficient to change behaviour.4. The ‘classic’ marketing procedure that is advocated in much of thematerial that we examined is, we observe, not totally satisfactory as it isbased upon an approach whose objective is mostly to encourage people toconsume something. The objective of campaigns for volunteers is seen tobe for encouraging people to give something, primarily their time andexpertise.We observe that theories of social behaviour are more appropriate.A list of eight factors that are present in such theories is given in theReport in Section 6.5. We found that the ‘classic’ marketing approach was well understood andused to promote volunteering and recruit volunteers. We found that lesswell-known organisations more used Talks to groups more but wellknownones could rely on people approaching them and using their web27

sites. All material stressed that word-of-mouth, or personalrecommendation, was the most effective stimulus to gaining volunteers.In fact, recruiting volunteers had many similarities to recruitingemployees and just as it was wise to reject, or deter, some potentialpeople for employment we observed that it can be wise to havein campaigns ways of deterring the wrong sort of people.There is evidence that some organizations that rely on volunteers need anincreased skill level in these. This mirrors the experience in the paid workarena.6. Some community activities more easily attract volunteers than others.Others can be made more adoptable by using the lessons fromconsiderable research on the Adoption of Innovations (see Section 6 of theReport).7. For all sorts of reasons, given throughout the Report and in Section 7,some people in the community are more likely to become volunteers.Their motivations for and expectations about volunteering are different anddiverse and so campaigns aimed at them, and the methods and channels ofcommunication are different.People who may have come from the UK some time ago and lived in aWelfare State may not believe there is much of a need for volunteersbeyond the very traditional sort, like giving blood. They may even resentcalls for volunteers. People from Asian countries automatically ‘volunteer’to assist their extended family and expect others to do the same. Somepeople come from a religious background that ‘requires’ members to lookafter the needy.10. The motives that historically seem to lead people to volunteer can becategorized into senses of: Altruism, Egotism, Collectivism andPrinciplism. However, governments in some western countries arebeginning to add: Obligation.We found that the motives of Young people differed between the US andthe UK. In the US they can be paid but there is a sense of it neverthelessbeing a duty whereas in the UK the motivations were more utilitarian inthings like ‘improving skills’ and ‘increased employability’ whilenevertheless ‘wanting to make a difference.’In some categories of volunteering there are strong family traditions ofundertaking it.28

References:Bussell, H. & Forbes, D. (2002). Understanding the volunteer market: The what, where,who and why of volunteering, International Journal of Nonprofit and Voluntary SectorMarketing, Vol.7 No.3, pp.244-257.Batson, C.D., Ahmad, N. & Tsang, J. (2002). Four Motives for Community Involvement,Journal of Social Issues, Vol, 58, No.3, pp.429-445.AUSYOUTH. (2002). ‘Volunteering and Youth Development: Making a PositiveDifference – Good Practice: An Implementation Guide’, AUSYOUTH, Adelaide.Donovan, R. J. and Henley, N. (2003). Social Marketing: Principles and practice,Communications, Melbourne..Fishbein, M and Ajzen, I.(1975) Belief, Attitude, Intention and Behavior: an introductionto theory and research. Reading: Addison-Wesley.Fox, R. and Besselink, T. (2004), Vol. 2004 Fabian SocietyGladwell, M. (2000) The Tipping Point. How Little Things Can Make a Big Difference.New York: Little, Brown and Company.Kotler, P. et al (2004) Marketing. 6th.edition. Pearson: Prentice Hall AustraliaRogers, E.M. (1995) The Diffusion of Innovations. 4 th . Edn. New York: The Free PressStanley, K. (2004), Vol. 2004 Institute for Public Policy Research, UK.29

AppendicesPageA. Background of the project research team 30B. The Literature Review 31C. A Review of Websites 52D. A listing of methods used to promoteVolunteering by Segment and by Country 83Appendix A. Background of the Research Project TeamDavid Corkindale. PhD, MSc., BSc.(Hons).After a science degree and working for pharmaceutical and engineering companies in theUK he worked in marketing positions there and then held senior faculty positions inBusiness Schools in the UK and Canada before coming to Australia. He is now Professorof Marketing Management at the University of SA where he established the School ofMarketing. He has done assignments for a range of organisations in Australia rangingrecently from a Marketing Plan for SA Water to one for the embryo Olive Oil industry.He also specialises in the role of marketing in commercialising new technology. He haspublished five books and many papers in learned journals and also writes a Marketingadvice page in the local InBusiness SA magazine.Julia de Roeper. BA(Soc.), SPAA, AAMIShe has very extensive experience working in the Arts industry including: MarketingManager, Director Industry Development for the SA Film Corp.; Producer, Script editor,Production manager for documentary films, TV programs and TV commercials;Marketing Manager for the Adelaide Festival and SATC and the Fringe. She is on severalBoards of Arts organizations and Chairs one.Arsiwi Sutiyono. BComm ( Monash), MBA ( Adelaide)Prior to coming to Australia to study she worked for the Hongkong Shanghai BankingCorporation (HSBC) in Jakarta, Indonesia where she grew up. Other work experienceincludes the Victorian Arts Council, Melbourne and the Rainforest Skin Cancer Clinic,Adelaide.30

B. Literature ReviewCountry of Publication: Australia19981. Source: ‘Let’s Colour Our Product Red!’, by Joan Modder, Australian Journal ofVolunteering, February 1998, pp.33-36.Key points:• The image of volunteering had been unattractive and thus reducing the effectivenessof the promotion of volunteering• Strategy to improve the image of volunteering was suggested. For example, byorganizing a national event to be associated with volunteering as a publicity and aneducational opportunity; lightening up the image by using humor2. Source: ‘Directions in Volunteer Development in Australian EmergencyServices’, by Samantha Reinholtd & Dr Paul Smith, prepared and produced byCFA, Melbourne, 1998.Key points:• Recruitment of volunteers is rarely linked to the internal planning process orundertaken as part of the human resources and management activities (p.26)• Survey results on volunteer recruitment (pp.37-39):• The most popular methods used to raise community awareness were throughunpaid publicity and public displays, both of which are cost-free alternatives topaid advertising. Newspaper, radio and television are also common methods ofraising community awareness• Only two out of thirty organisations targeted specific groups in the recruitmentprogram. The groups targeted were youth and community groups, universities andfirst aid trainers• Unpaid forms of publicity, such as personal contacts, were identified most oftenas the strategy used to actively recruit volunteers. Among the thirty organisationsundertaking active forms of volunteer recruitment, a total of twenty-fiveresponses related to recruiting strategies involving family contacts, juniors orother members, or generally through the organisation. Media were also commonlyused for recruitment among organisations, with twenty using ‘print media’, andthen organisations using ‘broadcast media’• Public displays were reported to be either successful or very successful by eightof the organisations surveyed, as compared with 14 organisations who stated thatpersonal contact was a successful or very successful method of recruitment. Threeorganisations found the use of public displays to be a poor strategy for recruiting,while one stated the same for personal contact31

• Unpaid publicity was generally found to be a successful means of recruitment bythe majority of respondents and was used by more organisations than was paidpublicity. Paid publicity was reported as being either a successful or verysuccessful recruitment method by only three organisations surveyed• Generally, print media (such as newspapers) was reported to be an adequatemethod for recruiting volunteers. Among the twenty organisations using printmedia, only four organisations reported this as being a poor method ofrecruitment, while one organisation indicated to be a very successful method.• Word-of-mouth techniques were found to be effective by the sixteen organisationsthat have used it. All sixteen organisations indicating the use of family contacts torecruit new volunteers found it to be very successful, successful or adequate20003. Source: The Future of Volunteering: A Volunteer’s Perspective, by Joy Noble inthe book ‘Volunteers and Volunteering’, editors: Jeni Waburton & MelanieOppenheimer, 2000, Federation Press, Sydney.Key points:• Promotion of volunteering by the government through the establishment of a specialportfolio (such as in SA). p.155• Responsibility located within the Department of Premiers and the Prime Ministerwith its own spokesperson and allows for the development of volunteering policiesp.155• Promotion of volunteering by the government through funding to organisations withvolunteers – to support cost of volunteer out-of-pocket expenses and insurance cover.This way volunteering will not exclude those with limited financial resources. p.155• Promotion of volunteering to young people through new ways. Traditionally youngpeople volunteer through church activities and clubs such as Boy Scouts or GirlGuides.• New ways of promoting volunteering to the young through school. Private schoolsare not providing students with the opportunity to be involved in community serviceprograms. Thus, funding should be directed to state-run school.• The importance of encouraging volunteering to the young – those volunteering intheir youth are more likely to volunteer as they get older. P.1584. Source: ‘The Untapped Potential of Australian University Students’, by JudyEsmond, Australian Journal on Volunteering, November 2000, pp.3-9.Key points:• A study of 162 social work and psychology students attending Curtin University,Western Australia as a potential source of volunteers.• The study found that, despite time constraints, 92% of students would be interested involunteering. However, the voluntary work needed to be short-term and time-focused32

• The awarding of academic credits was seen as an important attraction to students tovolunteer, but in association with other benefits such as employment references,relevant career experience, personal growth, fun and enjoyment• The study concludes that to tap into this pool of future volunteers, the combinedeffort of both university and the voluntary sector is vital.5. Source: ‘Responding Together to the Challenge of the International Year ofVolunteers’ by Kenn Allen, Australian Journal on Volunteering, November 2000,pp.32-41.Key points:• Partnership by the Voluntary Sector with business and media as a way of promotingvolunteering.• Global business potentially can be powerful allies in building the internationalinfrastructure. Their marketing and advertising resources, if utilized appropriately,can deliver important messages about what people can do as volunteers and how theycan get involved• A worldwide recognition program for outstanding volunteers may be a potential wayof capturing the attention of the increasingly global media• Seeking endorsement of volunteering by public figures who have global recognitioncan attract public attention and credibility6. Source: ‘Active8 Premier’s Youth Challenge Handbook’, an initiative of Governmentof South Australia Office of Employment and Youth, 2000.Key points:• Promotion of youth volunteering• Active8 – developed to provide young South Australians with the opportunity tobecome actively involved in their local community while participating in a range ofexciting adventure based challenges that promote self-reliance, self-confidence,leadership and community service• Active8 will comprise partnerships between schools, community and youthorganisation and young people to provide community service and trainingopportunities to young South Australians. Through these partnerships schools thathost the active8 program will be providing young people with greater opportunitiesfor experiential learning which will enhance their formal learning, personaldevelopment and participation in the community• Each area of activity will comprise a group of up to 40 young people made up ofparticipants commencing at year 8 or above in secondary school and from ages 15 to19 for those young people not enrolled in formal education. The active8 programrequires a voluntary two-year commitment from young people200133

• The promotion of volunteering through youth focused events and activities inlocal communities and through the Internet (website development)10. Source: ‘Count Me In! 501 Ideas on Recruiting Volunteers’, by Judy Esmond, 2001,NewSeason Publications, Victoria Park-Western Australia.Key points:• Ways of generating publicity (p.112):• Writing an article in the local paper to recognize the achievement of a volunteerand adding a message that more volunteers are wanted and a contact details• ‘Piggy-back’ volunteering message with other days or weeks of the year that arededicated to special themes (e.g. Valentine’s day, Senior’s week (p.199) HealthAwareness Week, St Patrick’s day or Mother’s day)• Partnering with other groups to promote volunteering (e.g. running a weeklyseries in the local newspaper about unusual volunteer assignments in differentorganisations)• Using the media (p.123):• Preparing a media kit that provides all the relevant information in a readable style• When preparing news releases keep to one or two pages in length, using shortsentences, short paragraphs, avoid repetition and use plain language not jargon• Use testimonials in the promotional material (p.145)• Distributing recruitment material (p.149):• Inserting recruitment message in the outgoing mail• Using direct mail• Encourage people in the organisation to take brochures and deliver them to letterboxes or business (cheaper and involves others in recruiting)• Reaching a wider audience (p.158)• Enclosing business card with outgoing mail• Using signage on vehicles• Posting recruitment message on internet notice boards• Asking online companies to donate sites on their website• Enhanced own website & update the site regularly (p.219)• Targeting groups (p.181):• To recruit older high school students, don’t just send a brochure or poster to theschool – conduct visits to schools, seek permission to speak directly to studentsand invite enthusiastic young volunteers to the visit.• Use research to gain publicity. Write an article and publish in the local paper (p.228)11. Source: ‘Campaigning for Conservation’, Michelle Grady, in ‘Volunteering Visions’Joy Noble & Fiona Johnston (editors) The Federation Press 2001, Sydney, p.55.Key point:35

• ‘A whole-of-government approach, as recently introduced by the South AustralianGovernment, is a timely strategy. A Minister has been appointed who is responsiblefor volunteers and every department has developed its own policy statement. Theseinitiatives show that governments can value volunteering’12. Source: ‘Campaigning for Sport’, Dianne Cowan, in ‘Volunteering Visions’ JoyNoble & Fiona Johnston (editors) The Federation Press 2001, Sydney, p.55.Key points:• Attracting young people to volunteering by showing them that they can develop a lotof skills through volunteering. ‘The ASC (Australian Sports Commission) hasdeveloped the Challenge, Achievement and Pathways in Sport Program (CAPS) for14 to 20 year olds. This is a sport based program designed to improve the volunteerbase within sporting clubs and State sporting associations. Participants develop skillsin areas other than “the playing of the game”: administration, coaching, management,officiating, sports and health, and participation.’• ‘Another ASC Youth Leadership Program is the Sport Education in PhysicalEducation Program (SEPEP) for 10 to 20 year olds. The idea is for students to run aseason of a sport in physical education lessons throughout the term incorporating suchtasks as forming committees, organizing publicity and coaching.’200213. Source: From ‘Boomnet’ to Boomnot’ – Part Two of a Research Project on Babyboomers and Volunteering, conducted by Team Consultants (Principal Consultant–Judy Esmond, Ph.D.), commission by the Department for CommunityDevelopment (Government of Western Australia) & Volunteering Secretariat,May 2002Key point:• The need to develop targeted messages and use target marketing to attractvolunteers of different ages14. Source: ‘Valuing Volunteering – A Shared Vision’, Government of WesternAustralia, December 2002Key points:• Goals are defined for the community and the state government to work toward• Goals in the promotion of volunteering:• Volunteering opportunities that exist in both the Government and nongovernmentsector are promoted through volunteer resource centers• Promoting volunteering by ‘developing relationships with local business and themedia and highlighting achievements of individuals and organisations’36

• Promoting volunteering by ‘developing practices that recognize the work ofindividual volunteers in the eyes of their clients, fellow volunteers, paid workersand the local community’• Promoting volunteering by highlighting the achievements of volunteers andthanking them for their contribution during National Volunteer Week (secondweek in May, following Mothers Day) and United Nations InternationalVolunteer Day, known as Thank a Volunteer Day in Western Australia(December 5)• Promoting volunteering by promoting International Volunteer Day through thecommunity to acknowledge and thank volunteers and celebrate volunteering15. Source: ‘The volunteering landscape post IYV: Where to from here?’, by JeniWaburton, Melanie Oppenheimer and Gianni Zappala. Workshop held at UQ on25/10/2002. Discussion paper: School of social work and Social Policy, TheUniversity of Queensland.Key points:• The changing landscape of volunteering: the different notion of volunteering viasmall community based organisations (struggles to attract volunteers), high profilevolunteering activities or volunteering in response to a special event/disaster/crisis(the later two tend to attract many volunteers)• The need to develop appropriate recruitment and management strategies, particularlyfor those with special need (cannot stereotype gender, class or ethnicity)• Organisations could look to developing a marketing strategy linked to specificinterest and skills.• Advertise for people to work on special short term projects (regular long termcommitment does not appeal to everyone)• Advertise using new technology16. Source: ‘Volunteering and Youth Development: Making a Positive Difference –Good Practice: An Implementation Guide’, AUSYOUTH, Adelaide, July 2002.Key points:• Research shows that many people volunteer because someone asked them or was asource inspiration. Committed volunteers in youth development programs andactivities are most likely to encourage others to become involved (p.35)• A range of other recruitment strategies (p.35):• Advertise in national, state/territory or local press• Prepare brochures, posters, flyers or a letter box drop• Place notices in local shopping centers, libraries or approach local businesses• Use the Internet, radio or television• Talks or presentations by Board members or volunteers• Come and try days37

17. Source: ‘Volunteering as part of Australians Working Together: Information forCommunity Organisations’, Commonwealth Government of Australia, 2002Key points:• Volunteering for people receiving government income support payment• Australians Working Together is a government reform for people receiving incomesupport payment to have the option of volunteering available to them• Volunteering is regarded as a way for people to improve their skills, build on skills,develop new talents or try new types of work (p.1)• Volunteering for people receiving income support payments will be regarded as away to meet the participation requirements and to increase their prospects of gainingemployment (p.4)• Community organisations can choose to gain the benefits from these volunteers –there will be a focus on delivering additional resources (p.4)• Funding of $4.9 million over four years from 2002 has been provided through theAWT package to boost volunteer matching and help community organisations findmore places18. Source: ‘The marketing and public relations practices of Australian performingarts presenters’, International Journal of Nonprofit & Voluntary Sector Marketing,Vol.7 No.2, 2002, pp.105-117Key points:• Performing Arts Presenters (PAP) are confused about the role of marketing andinstead rely on public relations• Marketing practices are generally ad hoc and basic• Marketing often confused with public relations activities and when marketingpractices are performed they tended to be gradual and responsive rather than part of alarger strategic plan• Managers of PAP acknowledge that they would benefit from a greater understandingof the benefits of marketing to complement pr activities200319. Source: ‘Advancing the Community Together – A Partnership between theVolunteer Sector and the South Australian Government’, May 2003Key point:• A commitment to promote volunteering to young people38

20. Source: ‘Beyond the radius of love: The civil approach to care’, by JenniferWilkinson & Michael Bittman, Australian Journal on Volunteering, Vol.8, No.2,2003, pp.64-74Key points:• A study on people’s willingness to care for complete strangers based on theparticularistic model and the civic model of care.• ‘The particularistic model of care sees caring as an inclination first learnt throughexperience of caring relations in the family’.• The civil approach of care views the tendency to care is learnt through publicassociation with others.• ‘Socialising in public gives a sense of society and the social bonds shared withothers… and encourages to care for strangers in the community’21. Source: ‘Volunteer Management: An Essential Guide’, 2 nd edition, by Joy Noble,Louise Rogers, & Andy Fryar, 2003, Volunteering SA Inc.Key points:• Methods of reaching for reaching people (p.105):• Using the internet:- By including job vacancies and position description on the program’s website- By including on-line application forms- By advertising vacancies on established on-line referral web sites such asGoVolunteer and Australian Volunteer Search• Radio (regional/metropolitan/community)• Television• Newspapers, particularly local papers – more likely to be read in more detail• Magazines• Direct mail• Displays/booths• Brochures, posters, fliers• Piggyback events e.g. Announcements/leaflets at speaking engagements orconferences• Best recruitment techniques is word of mouth22. Source: ‘An Agenda for Volunteering for the Australian Capital Territory Community2003-2007’, Volunteering ACT.Key points:• An agenda is set out for the development of volunteering in the ACT community withone of the objective being the promotion of volunteering• To promote volunteering as an important social and economic activity whichcontributes to community building and cohesiveness, the Agenda will work towards:39

• Developing promotion activities which build community understanding ofvolunteering• Ensuring a wide range of opportunities for people to volunteer in the area of theirchoice and to improve the retention rates• Raising the profile of volunteering as a significant contribution to society andexpanding the range of people volunteering• Key promotion strategies:• Developing a promotional campaign for recruiting and encouraging volunteeringwhich: has a diversity of messages and messages about diversity, reaches people fromall walks of life, promotes the role of people with disabilities as volunteers, is relevantacross sectors, facilitates partnerships between business, government & community,explains who volunteering is changing, uses high profile champions, identifies thecontribution of families volunteering, is well targeted• An audit of pervious promotional campaigns and an assessment of the relativesuccess of these• Creating policies for the workplace which support and encourage workers tovolunteers in their communities• Working with schools to encourage and promote volunteering by young people• Outcomes:• An increase in the range of people who volunteer• An improved understanding by the whole community of the nature andimportance of volunteering in contemporary Australia• Improved volunteer retention rates across all sectors• A safer and more supportive environment for volunteering effort• Workplace policies which support employees in their volunteer activities• More opportunities for people to take up volunteering including people withdisabilities in non-disability specific sites• Partnerships between media, government, business and community in thepromotional campaign/s• Promotional material will ensure images of volunteers show diversity of ages,gender, culture, life experiences and people with disabilities23. Source: Conference Paper – ‘Reconceptualising Senior Secondary Certificates: Issuesand Solutions – Recognition of Other Learning’ by Dr. Janet.V. Keightley & RodBauer (Senior Secondary Assessment Board of South Australia) presented atAustralasian Curriculum Assessment and Certification Authorities AnnualConference 29-31 July 2003Key points:• Promotion of volunteering to high school students by incorporating volunteering inthe curriculum• Recognition of both learning achieved by students both in structured communitybased programs as well as the learning through experience and participation in lessstructuredcommunity based activities (p.2)40

• Non-formal community based learning – takes place in a structured manner and sitsoutside of the Australian Qualification Framework (eg. work of Royal Lifesaving, theQueen’s Scout Award, Music Guild, Red Cross & St John Ambulance) (p.3)• Informal community based learning – learning achieved as a result of a specialinterest of a student (e.g. leadership roles in sports coaching and umpiring, churchgroups) (p.3)• Possibility of gaining credits for activities outside of school (p.40Source: ‘Putting the Public Back in Policy: Social Capital and The Public Liability Issuein South Australia’, by Joshua Contin, Honours-Politics, Adelaide University 2003Key points:Volunteer Protection Act as a way of promoting volunteering• In South Australia, the Volunteer Protection Act 2001 (VPA) protects individualvolunteers against personal liability. Implemented on 15 January 2002, the VPA statesthat ‘ a volunteer incurs no personal civil liability for an act or omission done or madein god faith and without recklessness in the course of carrying out community workfor a community organisation’24. Source: ‘The impact of compulsory community participation on the not for profitsector in Western Australia’, by Judith Cockram, Australian Journal on Volunteering,Vol.8, No.1, 2003, pp.5-14.Key points:• From July 2002 compulsory community participation policies have included jobsearch requirements, work for the dole and volunteering in as pre-requisite for theparticipation allowance. The scheme now applies universally to 18 to 49 year oldswho do not choose other options such as part time work or training• Conclusion and implication of research:• Volunteering and work of the dole programs can be a means of connecting peopleand overcoming feeling of isolation social benefits• Over half of respondents were only interested in volunteering if the work gavethem direct benefits like skills to help them get a job• There appears to be a mismatch between this need and the opportunities availablein most participating organisations to meet it.• There are reported low levels of commitment and short stays by young peoplewho are ‘obliged’ to volunteering, which may have a negative impact on youngpeople volunteering in the future• Findings indicate that Government needs to assist volunteer involving agencies todevelop and sustain opportunities and to assist in the development of the capacityof unemployed people to take up those opportunity• There is a need to make AWT program attractive enough so that people enter itwith a positive outlook41

200426. Source: ‘Booming Recruiting: An Action Research Project’ – Department forCommunity Development, Government of Western Australia & Office for SeniorsInterests and Volunteering, 2004.Key points:• Advertising to potential volunteers through the use of information pack• Review of written advertising (brochures, flyers, posters) to ensure message isconveyed effectively• Promoting in the right place to attract the right target market of volunteers• Having the volunteering message on visible material (eg. bumper stickers,bookmarks, volunteer badges and t-shirts)• Using local community papers instead of major newspapers through articleswritten about volunteering rather than paying for advertising• Using radio to recruit volunteers with an understanding of the demographics ofthe radio station audience• Having a stall at the local fair with volunteers talking, handing out informationand directing people to the stall• Using shopping centre displays to educate people about volunteering (not alwaysa successful way of recruiting volunteers)• Taking advantage of public speaking opportunities (eg at service clubs andcorporate organisation) to promote volunteering27. Source: ‘Government and Volunteering’, by Justin Davis Smith, Australian Journalon Volunteering, Vol.9, No.1, 2004, pp.67-71.Key points:• Government support is important for volunteering to developed• The are six different ways for governments to support (and thus promote)volunteering (note: examples in detail provided in the article):• Providing funds (e.g. for developing centers at national and local levels, providinginfrastructure to support volunteering)• Making policy that supports volunteering• Setting an example (e.g. by encouraging civil servants to volunteer, invitingvolunteers to be active in the public sector, stimulate debate on the importance ofvolunteering to society)• Forming partnerships with commercial and voluntary sectors (eg. to plan joint eventsand research, in developing volunteering strategies and national plans• Generating publicity for volunteering through the media, research and high-levelbranding exercises of ‘public’ goods (e.g. range of promotional items during theInternational Year of Volunteering – issuing of stamps, designating flowers)• Providing recognition for people who volunteer and recruiting well-recognized publicperson to the volunteering cause• Potential problems with government support:42

• If a government fails to provide enough support• If it attempts to erode the autonomy/independence of volunteering• If it fails to provide a central contact point for volunteering within the administration• If it is reluctant to accept that volunteers can be campaigners as well as serviceprovidersCountry of Publication: United Kingdom200328. Source: ‘Volunteers Greenwich Strategic Plan 2003-2006’ – UKKey point:• Promotion of volunteering by attending community events and participating inlocal initiatives is recognized as one of the most effective ways of reaching localpeople. Through this ‘contact is made with both potential volunteers and newgroups to register’.29. Source: ‘How to Manage a Voluntary Organization: The Essential Guide for theNot-For-Profit Sector’, Hussey, D & Perrin, R. (2003)Key points:• ‘Part of the policy towards volunteers should be about ways of making the charityand its volunteer work appeal. And part of that is the value of word-of-mouthrecommendations from volunteers that the charity behaves well to volunteers andis worth supporting. And if there is a selection procedure and a feeling that thecharity has standards, this can make it even more attractive’ (p.147)30. Source: ‘Breakthrough Management for Not-For-Profit Organizations: BeyondSurvival in the 21 st Century’, Brown, Howard H. & Ruhl, Donald L., (2003)Key points:• The importance of marketing vision and mission when recruiting volunteers• In marketing the organisation to volunteers, it is important to consider carefullythe characteristics of the volunteers that are being recruited and to define thequalities of the volunteers• Marketing should be focused and targeted – through segmentation43

200431. Source: Strategic Plan of ‘Volunteering England’ – ‘A strategy for volunteeringinfrastructure in England 2004-2014’Key points:• ‘Promoting volunteering through local, regional and national events andcampaigns, with publicity material targeted at different groups of potentialvolunteers’• Making use of the latest technology in its promotion32. Source: Research by the Institute for Volunteering Research, UK – ‘What youngpeople want form volunteering’ – www.iv.org.uk/youngresearch.htm (Accessed on25/5/04)Key points:• Marketing volunteering to young people is recommended through ‘educationaland awareness-raising approach in schools, reinforced with personal talks andvisits from representatives of organisation and young volunteers to familiarise theconcept of volunteering and promote available opportunities of volunteering’• Most popular media of communication: short television advertisements and‘fillers’ and local radio features. The print media in youth magazines and comics,posters and leaflets is unlikely to attract young people’s attention. Telephone helplines and the Internet only receive minority votes of effectiveness.• Promotion message should ‘concentrate on people’s achievements, potential gainsand the fun side to counter volunteering traditional image of worthiness’33. Source: Findings of a survey of volunteering by people with experience of mental illhealth carried out by the National Centre for Volunteering, UK.Key points:• The promotion of volunteering by providing information on volunteering tomental health services, local support organisation, volunteer bureaux, GPsurgeries, benefits agencies and Jobcentres.• Two-thirds of respondents found ‘the most effective way of informing potentialvolunteers was via key workers, support staff’.• A further two-thirds indicated via speaking to other volunteers• Also a valuable way of providing information is through books, leaflets and factsheets34. Source: ‘Understanding the volunteer market: The what, where, who and why ofvolunteering’, International Journal of Nonprofits and Voluntary Sector Marketing,Vol. 7, No.3, 2002, pp. 244-25744

Key points:• Understanding of volunteers will improve recruiting and retaining strategy• Description of volunteer profile, tasks undertaken by volunteers, definition of avolunteer, motivation of volunteers• Findings: volunteers are extremely diverse group, active in a wide variety of contextCountry of Publication: Canada199135. Source: ‘Promoting Volunteerism’ by Janet Lautenschlager, Voluntary ActionDirectorate, Multiculturalism and Citizenship Canada, 1991Key points:• Promotion strategy must include a planning stage and formulating promotionobjectives (short-term & longer-term goals)• Target audience of the communication must be categorized and promotionmaterial and approach must be customized to the target audience• Approaches to promotion:o Direct promotion: organisational literature, personal presentations, specialevents, displays and exhibits, promotional materialso Using the media: choice of media (newspapers, magazines, radio,television), implication of using differing medias, and type of message(eg. public service announcements, advertisement, columns, news stories,editorials)• The basic requirement for the promotion is further explained200136. Source: ‘An Environmental Scan on Volunteering and Improving Volunteering’,by Michael Hall, A-J McKechnie, Katie Davidman & Fleur Leslie, CanadianCentre for Philanthropy, Toronto, June 2001.Key points:• The use of mandatory volunteering: considered as providing negative experience bymany volunteers because it often requires volunteers to do work that is unfulfillingand has potential to undermine the future of volunteering; also regarded as a valuableapproach to encouraging volunteering (p.7)• Many people initially get involved in volunteering because someone approached themfrom an organisation, suggesting that the recruitment activities (=promotionactivities??) of voluntary organisations are an important determinant of rates ofvolunteering (p.8)• Any effort of recruiting volunteers would be assisted by researched that showed,among other things: how volunteering is perceived by different segments of the45

population, the reward people seek from the volunteer experiences and the currentneed or demand for volunteers (p.10)• The need for recruitment practices to become more sophisticated to respond to a morediverse population of potential volunteers (p.18)• Ways to improve volunteering based on the research (p.27):• Government role to provide more funding to build management and volunteertraining capacity of organisations. Other suggestions for the government: partneringwith organisation to provide expertise, working to improve awareness of thevoluntary sector, providing more recognition for the contributions of volunteers,supporting government employee volunteering and providing tax incentives forvolunteering• Business becoming more involved in their communities. Suggestions: makingemployee volunteer programs supported by management the norm, providing on-siteevents to promote volunteering and providing funds to match the volunteercontributions of employees, and capturing the interest of retirees as a possiblesolution to declining interest in volunteering37. Source: ‘Caring Canadians, Involved Canadians: Highlights from the 2000 NationalSurvey of Giving, Volunteering and Participating’, by Michael Hall (Canadian Centrefor Philanthropy), Larry McKeown (Canadian Centre for Philanthropy) & KarenRoberts (Statistics Canada), published by authority of the Minister responsible forStatistics Canada, Minister of Industry 2001.Key points:• Mandatory Community Service:• 7% of Canadian volunteers (484,000) volunteered because it was required by theirschool, employer or government (p.39)• Volunteering in order to graduate from secondary school is only of the more commonforms of mandatory community service. This is now a province-wide requirement inseveral provinces, including Ontario, and has been implemented by some schooldistricts within other provinces (p.39)200238. Source: ‘Developing An Effective Corporate Volunteer Program: Lessons for theFord Motor Company of Canada Experience’, 2002Key points:• Creating awareness of a corporate volunteer program• Possible communication method:o Company internet or intranet Web siteo Internal communications networko E-mailo Company newsletter46

o Presentation to employees by company representative (eg. president, CEO,or program manager)o Displays in public areas (eg. cafeteria, bulletin boards)o Communication by managers at departmental meetingso Personal contact• The communication method chosen should be tailored to the company’scharacteristics (ie. size, existing communication channel, number of location andcompany culture)Country of Publication: US199839. Source: ‘The Effects of Recognition and Group Need on Volunteerism: A SocialNorm Perspective’, by Robert J. Fisher & David Ackerman, Journal of ConsumerResearch, Vol.25, December 1998, pp.262-275.Key points:• An analysis of promotion appeals of volunteering based on group need andpromises of recognition• Conclusion: ‘Promotional appeals based on group need and promised recognitionare effective only when they are used in combination’199940. Source: ‘ Encouraging Human Organ Donation: Altruism versus FinancialIncentives’, by Cosse, Thomas J. & Weisenberger, Terry, M – from‘Volunteerism Marketing: New Vistas for Nonprofit and Public SectorManagement’, Self, Donald R. & Wymer, Jr., Walter W. (editors), 1999.Key points:• A study examining the proposed use of financial incentive as a way to increaseorgan donation in the United States• Suggested lack of incentive to donate organ:o No incentive for donors to giveo No incentive for the medical profession or procurement coordinators toask people to give• Suggested financial incentive through either the establishment of a futures marketor a market based procurement system• Conclusion of study:o Limited support to use financial incentives to encourage organ donation47

o The public needs to be aware and have an accurate understanding of thefacts for organ donation to increase substantially (eg. Understanding thatfamilies will not incur financial cost)41. Source: ‘ Volunteerism Among Non-Clients as Marketing Exchange’, byMarshall, Kimball P. – From ‘Volunteerism Marketing: New Vistas forNonprofit and Public Sector Management’, Self, Donald R. & Wymer, Jr., WalterW. (editors), 1999.Key points:• A study which proposes ‘ a social marketing model in which non-clientperception of community benefits, social responsibility and service quality predictwillingness to volunteer for public school activities’• Conclusion of study:o Among the population of non-parents of children in the school systemmotives to volunteer is driven by ‘the perceptions of potential communitybenefits of good public school systems and the importance of a socialresponsibility ethic’o ‘Appeals to non-clients that emphasize community benefits and widelyshared ethics of social responsibility may enhance efforts to recruitvolunteers’42. Source: ‘Expert Working Group Meeting on Volunteering & SocialDevelopment’, UN Volunteers, New York, 29-30 November 1999.Key points:• Government promoting volunteering to the youth by: ‘Promoting within the education and youth services’ ‘Working with the media and other stakeholders to present a more attractive, upto-dateimage of volunteering• Government promoting private sector support to volunteering by:• ‘Developing public/private partnerships which promote the involvement ofvolunteers• Offering tax and other incentives for companies to support their staff involunteering schemes’200243. Source: ‘Four Motives for Community Involvement’, by C. Daniel Batson, NadiaAhmad & Jo-Ann Tsang, Journal of Social Issues, Vol.58, No.3, 2002, pp.429-445.48

Key points:• The four types of motivation for community involvement are egoism, altruism,collectivism and principlism• ‘Strategies that combine appeals to either altruism or collectivism with appeals toprinciple may be especially promising’44. Source: ‘Applying the marketing concept to cultural organisations: An empiricalstudy of the relationship between marketing orientation and performance,International Journal Nonprofits and Voluntary Sector Marketing, Vol.7 No.2, 2002,pp182-193Key points:• Organisations that implemented more market-driven activities into their marketingplans were more likely to develop a market-oriented internal culture, and that in turn,those organisations were more likely to demonstrate an increase in customersatisfaction levels and resulting from this, demonstrate a growth in the resources thatthey are able to attract• Also, gain more respect from sector peers thus enhance artistic reputation• Private sector model of marketing can be extended to the non-profit sector with goodresults in terms of increased revenue but also in terms of its impact on other, ‘softer’dimensions of nonprofit organizational performance200345. Source: ‘Differentiating literacy volunteers: A segmentation analysis for targetmarketing’, International Journal of Nonprofits and Voluntary Sector Marketing,Vol.8, No.3, 2003, pp.267-285Key points:• The use of segmentation analysis to improve marketing of volunteering & volunteerrecruitment• Volunteer profile: persons in socially determined dominant statuses more likely tovolunteer – white, middle-aged, professionally employed, college educated andmiddle class• Effective volunteer recruitment and motivation strategy is to regard volunteers ascustomers and identifying distinct market segment• Bases of segmentation: demographic, social and lifestyle, personality, personalvalues, intensity of volunteer service• Thus, volunteers are not homogenous group – volunteers can be differentiatedthrough segmentation techniques• Better understanding volunteers helps the development of recruitment strategy thatreflects the understanding of the target volunteer49

200446. Source: ‘Enhancing the application of experiential marketing in the arts’, Ed PetkusJr, International Journal of Nonprofit & Voluntary Sector Marketing, Vol.9 No.1,2004, pp.49-56Key points:• The use of experiential marketing in the arts• Definition of arts experience: entertainment, education, aesthetic & escapist• Experiential marketing involves:o Developing a cohesive themeo Forming impressionso Eliminating distractionso Providing memorabiliao Ensuring that all senses are engagedo Soliciting feedback for continuous improvement47. Source: ‘Volunteerism during the Transition to Adulthood: A Life CoursePerspective’, Social Forces, March 2004, 82(3):1123-1149.Key points:• A study of the effects of educational, work and family roles on volunteerism duringlate adolescence and early adulthood• Findings:o Involvement in full-time work and family – parenting young children inparticular – reduces rather than promote volunteerism during youngadulthoodo Marriage and income were unrelated to volunteering during early adultyearso Involvement in post-secondary schooling foster young adults’participation in volunteer work.. Education promotes the acqusition ofthree forms of resources: civic skills, social connections and civic valueso Religious institution provides avenues for volunteeringo Both young men and women are less likely to volunteer if they havepreschools children, while being married does not influence theirparticipationo As young adults men were substantially less likely to volunteer thanwomeno Those who volunteer during adolescense (and maybe even childhood)likely had access to more pertinent/relevant resources and acquired theskills to do volunteer work early on.• Thus, it is important to promote volunteering to youth through programs aimed atthem eg. Service learning programs at school – debateble if program should bevoluntary or compulsory50

Country of Publication: Unknown48. Source: ‘Volunteering: Underpinning Social Action in Civil Society for the NewMillennium’, by Margaret Bell (Regional Director CIVICUS Asia Pacific),published in “Civil Society at the Millennium” Kumarian Press, Inc., March 1999.Key point:• Government needs to make policy about volunteering in collaboration with civilsociety organisations and leaders in volunteering. It needs to promote the notion,resource its infrastructure and then stand back and let it happen. Government does notneed to run volunteer programs because it does it badly. Volunteering is part of civilsociety (p.6)49. Source: ‘Winning the Generation Game – chapter 6 : What the Government can donow: Improve Opportunities and Incentives to Volunteer’ (printout from a website)Key points:Government’s role in increasing volunteering• Providing information and inspiration (by working with the media to target promotionon people who do not traditionally volunteers – targeting should focus on mediaoutlets used by this group and on images with which they identify)• Improving routes into volunteering (supporting voluntary sector for infrastructuredevelopment and capacity building. Also by promoting volunteering with services forwhich it has responsibility – e.g. Ensure employment service promote volunteering tothose seeking work)• Removing disincentives in the benefits system• Providing new and different volunteering opportunities• Promoting recognition and rewards51

C. Volunteering organisation websitesAll the information listed below is taken directly from each organization’s website, withsome editorial notes in italics. Sites are listed by country.United States1. US Dept. of State – Volunteerism in the United Stateshttp://usinfo.state.gov/usa/volunteer/This is a website devoted to US federal government initiatives to promote volunteerism.It is presently largely taken up with promoting President Bush’s Volunteers for Prosperityplan, which includes five specific initiatives: the Emergency Plan for HIV/AIDS Relief,the Water for the Poor Initiative, the Digital Freedom Initiative, the Middle EastPartnership Initiative and the Trade for African Development and Enterprise.Key points• Volunteers for Prosperity: On May 21, 2003, President George W. Bush expandedhis call to service and announced "Volunteers for Prosperity," a new volunteerbasedinitiative designed to support major U.S. development initiatives overseasusing the talents of highly skilled Americans who will work with U.S.organizations helping to promote health and generate prosperity in countriesaround the world. A Presidential initiative of the USA Freedom Corps, Volunteersfor Prosperity provides opportunities for highly skilled American professionals ina variety of fields to volunteer for a flexible term in developing countries andemerging economies overseas.• President Bush launched the Volunteers for Prosperity initiative to help thoseindividuals with skills in such areas as health care, information technology,financial services, trade and investment, education, and agriculturaldevelopment, to answer the call to service and helpmeet global needs.• President Bush signed an Executive Order for the Volunteers for Prosperityinitiative, directing appropriate federal agencies and departments to look forways to expand, promote, and enhance volunteer service opportunitiesoverseas for American professionals. The Executive Order also directsappropriate agencies to evaluate prospective grantees in part according totheir ability and plans to use highly trained volunteers in carrying outassistance activities to be implemented abroad.• Coordinated and administered by the U.S. Agency for InternationalDevelopment (USAID), federal departments and agencies overseeing majorU.S. development initiatives in countries abroad will seek ways to expand andenhance volunteer service opportunities for international developmentactivities. As part of Volunteers for Prosperity, the USA Freedom Corps willmatch doctors, nurses, teachers, engineers, economists, computer52

specialists, and others with U.S. organizations working on specific U.S.development initiatives including:The Emergency Plan for HIV/AIDS ReliefThe Emergency Plan for HIV/AIDS Relief is a five-year commitment to turnthe tide in combating the global HIV/AIDS pandemic. The initiative will helpthe most afflicted countries in Africa and the Caribbean. Specifically, theinitiative will:• Prevent 7 million new infections,• Treat 2 million HIV-infected people, and• Care for 10 million HIV-infected individuals and AIDS orphans.Water for the Poor InitiativeThis initiative improves the sustainable management of fresh water resourcesin developing countries. It supports:• Access to clean water and sanitation services,• Improved watershed management, and• Increasing the productivity of water.Digital Freedom InitiativeThe goal of the Digital Freedom Initiative (DFI) is to promote economic growthby transferring the benefits of information and communication technology(ICT) to entrepreneurs and small businesses in the developing world.Elements of this initiative include:• Placing volunteers in small businesses to share business knowledge andtechnology expertise,• Promoting pro-growth regulatory and legal structures to enhance businesscompetitiveness, and• Leveraging existing technology and communications infrastructure in newways.Middle East Partnership InitiativeThe Middle East Partnership Initiative (MEPI) reaffirms President Bush'scommitment of the United States to promote and support reform in the MiddleEast. The initiative:• Promotes financial sector reforms,• Supports business linkages, and• Develops entrepreneurship among Middle Eastern youth.53

The Trade for African Development and Enterprise InitiativeThe Trade for African Development and Enterprise (TRADE) initiative is amulti-year trade capacity building initiative. It supports:• Linking American and African business,• Strengthening the business environment for African businesses, and• Developing public services and policies that support trade.2. US Peace Corpswww.peacecorps.govThe US Peace Corps was established by John F. Kennedy in 1961 “to promote worldpeace and friendship”. Peace Corps volunteers work in countries outside the UnitedStates. They are paid in several ways, including student loan deferments.Mission statement:• Helping the people of interested countries in meeting their need for trainedmen and women.• Helping promote a better understanding of Americans on the part of thepeoples served.• Helping promote a better understanding of other peoples on the part of allAmericans.StatisticsTotal number of Volunteers and trainees to date: 170,000Total number of countries served: 137Current number of Volunteers and Trainees: 7,533Gender: 59% female, 41% maleMarital Status: 90% single, 10% marriedPeople of Color: 15% of Peace Corps VolunteersAge: 28 years old (average), 25 years old (median)Volunteers over age 50: 6% (oldest Volunteer is 81)Education: 83% have undergraduate degrees, 14% have graduate studies/degreesFiscal year 2004 budget: $308 millionVolunteers by work area: education 32%, health and HIV/AIDS 20%, environment18%, business development 15%, agriculture 7%, youth 3%, other 5%.Reasons for volunteering:“You give and you get. The chance to make a real difference in other people's lives isthe reason most Volunteers serve in the Peace Corps.“You also have the chance to learn a new language, live in another culture, anddevelop career and leadership skills. The Peace Corps experience can enhance longtermcareer prospects whether you want to work for a corporation, a nonprofitorganization, or a government agency. The Peace Corps can even open doors to54

graduate school. From practical benefits such as student loan deferment, careerbenefits like fluency in a foreign language, and the intangible benefits that come withmaking a difference in people's lives, there are a variety of rewards for the dedicatedservice of Volunteers.“And the benefits of Peace Corps service don't end with overseas service. It's anexperience to draw on for the rest of your life. As is often said, the Peace Corps isn'tsimply something great. It's the beginning of something great.• Professional and career benefits: Peace Corps Volunteers gain valuable skills andexperience that will help in any career path.• Educational benefits: The Peace Corps or graduate school? Two unique programs,Masters International and Fellows/USA, offer the best of both worlds.• Financial benefits and loan deferment: Find out about monthly living allowancesduring Peace Corps service, funds for transition after service, and deferment ofstudent loans.• Life after Peace Corps: The benefits of Peace Corps service will last a lifetime.Read these brief interviews with former Volunteers for an idea of how their liveswere shaped by their time in the Peace Corps.3. AmeriCorpswww.americorps.org/Established in 1993 by Bill Clinton, AmeriCorps volunteers work within the UnitedStates. They are provided with accommodation, a weekly stipend and an educationalaward in exchange for a year of full-time service.Description of the organisation“AmeriCorps is a network of national service programs that engage more than50,000 Americans each year in intensive service to meet critical needs ineducation, public safety, health, and the environment. AmeriCorps members servethrough more than 2,100 nonprofits, public agencies, and faith-basedorganizations. They tutor and mentor youth, build affordable housing, teachcomputer skills, clean parks and streams, run after-school programs, and helpcommunities respond to disasters. AmeriCorps is part of the Corporation forNational and Community Service, which also oversee Senior Corps and Learn andServe America. Together these programs engage more than 2 million Americansof all ages and backgrounds in service each year.“Since 1994, more than 250,000 men and women have served in AmeriCorps,providing needed assistance to millions of Americans. AmeriCorps provides55

trained, dedicated people to help nonprofits accomplish more and make moreeffective use of volunteers.“President Bush has asked AmeriCorps to expand its work in public safety, publichealth, and disaster relief to assist in homeland security. The President has alsoproposed expanding AmeriCorps as part of his USA Freedom Corps initiative.”AmeriCorps is made up of three programs: AmeriCorps*State and National,AmeriCorps*VISTA, and AmeriCorps*NCCC (National Civilian CommunityCorps).• AmeriCorps*State and NationalMore than three-quarters of AmeriCorps grant funding goes to GovernorappointedState Commissions, which in turn distribute and monitor grants tolocal nonprofits and agencies. The other quarter goes to national nonprofitsthat operate in more than one state. The organizations receiving grants areresponsible for recruiting, selecting, and supervising AmeriCorps members.AmeriCorps grantees include national groups like Habitat for Humanity, theAmerican Red Cross, and Boys and Girls Clubs, as well as many small faithbasedand community organizations. Approximately 44,000 members servedin AmeriCorps*State and National programs in fiscal year 2001.• For more than 35 years, AmeriCorps*VISTA members have been helpingbring individuals and communities out of poverty. Members serve full-timefor a year in nonprofits, public agencies and faithbased groups throughout thecountry, working to fight illiteracy, improve health services, create businesses,increase housing opportunities, or bridge the digital divide. In fiscal 2001,approximately 6,000 AmeriCorps*VISTA members served in 1,200 localprograms.You know you can make a difference. You'd like to leave your mark on theworld. Maybe you're looking to help people who haven't had the sameopportunities as you by giving them the tools to help themselves. Maybeyou've climbed that ladder yourself and want to help the next person up.Helping others help themselves is at the heart of AmeriCorps*VISTA.BenefitsTraining, a living allowance, limited health benefits, and relocation expenses(if you move). You may also be eligible for childcare assistance should youneed it. AmeriCorps*VISTA members successfully completing a term ofservice in an approved national service position are eligible to receive either a$4,725 education award or end-of-service stipend of $1,200. Educationawards can be used to pay education costs at qualified institutions of highereducation or training, or to repay qualified student loans. The education awardoption is subject to available education trust allocations to56

AmeriCorps*VISTA and must be selected prior to the start of service.AmeriCorps*VISTA members not enrolled in an approved national serviceposition are not eligible for an education award.• AmeriCorps*NCCC is a 10-month, full-time residential program for men andwomen between the ages of 18 and 24. AmeriCorps*NCCC combines the bestpractices of civilian service with the best aspects of military service, includingleadership and team building. Members serve in teams of 10 to 15 members.Priority is given to projects in public safety, public health, and disaster relief.Teams are based at one of five campuses across the country but are sent towork on short-term projects in neighboring states. In fiscal year 2001, 1,000members served in AmeriCorps*NCCC.Eligibility and BenefitsAmeriCorps is open to U.S. citizens, nationals, or lawful permanent residentsaged 17 or older. Members serve full or part time over a 10- to 12-monthperiod.After successfully completing a term of service, AmeriCorps members whoare enrolled in the National Service Trust are eligible to receive an educationaward. The education award can be used to pay education costs at qualifiedinstitutions of higher education or training, or to repay qualified student loans.The award currently is $4,725 for a year of full-time service, withcorrespondingly lesser awards for part-time and reduced part-time service. Amember has up to seven years after his or her term of service has ended toclaim the award.4. USA Freedom Corpswww.usafreedomcorps.govEstablished in 2002 by George W. Bush, Freedom Corps is described on its website as“the most comprehensive clearinghouse of volunteer opportunities ever available”, andas such appears to be a national volunteering database. It also has several programs ofassistance overseas.Description of the organisation“The USA Freedom Corps Volunteer Network is the most comprehensiveclearinghouse of volunteer opportunities ever available. For the first time inhistory, Americans can enter geographic information about where they wantto get involved, such as state or zip code, and areas of interest ranging fromeducation to the environment, to access volunteer opportunities offered by arange of partner organizations across the country or around the world.57

“Americans of all ages are already serving others in countless ways, by mentoring achild, caring for an elderly neighbor, teaching someone to read, or donating food andclothing to those who need them.“During his 2002 State of the Union address, President George W. Bush calledupon every American to get involved in strengthening America's communitiesand sharing America's compassion around the world. He called on each of us todedicate at least two years over the course of our lives to the service of others. Heincluded all Americans because everyone can do something, and he created theUSA Freedom Corps to help all Americans to answer his call.“While government cannot fulfill the need for kindness, for understanding, andfor love in our communities, through the USA Freedom Corps, government cansupport the momentum of millions of acts of kindness and decency that arechanging America one heart at a time.Statement from the Coordinating Council of USA Freedom Corps“As a Coordinating Council housed at the White House and chaired byPresident George W. Bush, we are working to strengthen our culture ofservice and help find opportunities for every American to start volunteering.“Over the past thirty years, community involvement has been in decline. Wetake President Bush's challenge to foster a renewed culture of citizenship,service and responsibility seriously, and we are bringing together theresources of the federal government with the non-profit, business,educational, faith-based and other sectors to begin that process and tomeasure our results.“We have already built a comprehensive USA Freedom Corps Network,where individuals can find service opportunities that match their interests andtalents in their hometowns, across the country or around the world. And weare expanding service opportunities to protect our homeland, to meetimportant community needs and to extend American compassion around theworld through partnerships with these and other organizations that create ourvolunteer service infrastructure.“At the same time, we are working to expand and strengthen federal serviceprograms like the Peace Corps, Citizen Corps, AmeriCorps, and SeniorCorps, and to raise awareness of and break down barriers to serviceopportunities with all federal government agencies.58

“Our agenda extends beyond volunteer service, and we have begun theprocess of working with educators and others to help increase civicawareness and participation in communities across the country. We lookforward to what lies ahead, and to doing our part to help Americansstrengthen America, one heart at a time.”Current list of partner volunteer organizations:2. America’s Promise3. AmeriCorps4. Citizen Corps5. Idealist.org6. Learn and Serve America7. The National Mentoring Partnership8. Network for Good9. The Peace Corps10. The Points of Light Foundation11. Senior Corps12. Youth Service America13. United Way of America14. Volunteer.Gov15. VolunteerMatch5. National Service Alumni Networkhttp://www.nsan.org/ExpansionPlan/plan.htmThis is an organisation, which promotes the concept of networking alumni of the variousnational service organisations. It has a business plan developed by students of theHarvard Business School, which is outlined below.Justification and description of the organisation“Since the earliest days of this republic, civic participation – voting, doing service,starting a non-profit, running for office – has been held up as an ideal in its own right.“Common sense, supported by recent scholarship, suggests that communitiescomposed of people who get involved have less violent crime, better educatedchildren, and a less disparate distribution of wealth. America cannot hope to solve ourmost difficult social, economic, and political problems without broad democraticparticipation.“But America now suffers from a crisis of civic participation. Countless studies havehighlighted our shrinking voter turnout and our decreasing involvement in public life.59

On issues from military policy to health care to poverty—the majority of Americanshave ceded control to the loudest voices on the left and the right.“For the past 40 years, America has benefited from the modern national servicemovement. By 2002, more than 500,000 Americans had participated in nationalservice programs, including the Peace Corps, VISTA, AmeriCorps, Teach forAmerica, Jesuit Volunteer Corps.“Yet despite their pledge of a “lifetime of service,” there is no mechanism for mostnational service alumni to stay in touch or to help each other continue to make adifference.“National service alumni can become the catalyst for a renewed sense of civicengagement and citizen activism in this country. NSAN will build a powerful andmodern network of people committed to changing the world for the better. Whennational service alumni are empowered for a “lifetime of service,” our communitiesgrow stronger. One day all citizens will become fully engaged civic activists,participating in our democracy to improve our communities and the world.“The 500,000+ alumni of national service programs are the greatest untappedreservoir of “civic power” in this country. These alumni are ethnically, religiously,economically and geographically diverse, yet united by their ground-level experienceand their passion to make a difference.”Business plan developed at Harvard Business SchoolTheory of Change1. Large-scale social change is necessary.2. Large-scale social change is possible.3. Rather than a single charismatic leader, our communities need hundreds ofthousands of local civic leaders who will make a difference in every area of need.4. The 500,000 alumni of national service programs are the largest untapped sourceof those civic leaders. This is because, compared with the broader population,alumni are committed to social change, experienced change-makers, and representthe true diversity of our country.5. To activate the latent power of these alums, we need to reinforce the belief thatbig change is possible and build the powerful network that will enable alumni tomake a difference.Services and ProductsNSAN is a comprehensive non-profit network designed exclusively for nationalservice alumni. With headquarters in the Northeast, we will maintain satellite cities inkey regions throughout the United States. 70% of national service alumni will liveand work within 50 miles of an NSAN satellite city.60

Online Services• Alumni news• National Service News• Issues• Member Benefits• Action Center• Community Calendar• Member Network• Email ForwardingIn-Person Experiences• Social Events• Reunions• Issues Forums• Action Sessions• Guest Speakers• National Summit• Mentor ProgramA Proven Business Model – The Membership AssociationA key to success in the non-profit arena is financial sustainability. During the initialstart-up phase, NSAN will be funded by foundations, angel investors, and venturephilanthropists. Upon reaching a critical membership density, NSAN will becomeentirely self-financed through membership dues.The RolloutBecause so much of NSAN’s value comes via in-person experiences, the organizationmust have a local presence. A national office will manage online activities, membercommunications, organizational partnerships, and general administration. Startinginitially in a single location, NSAN will launch nine additional NSAN Cities by theend of Year Five.Measuring Results• Leading Indicators (Short-Term): Membership level and growth rate, marketpenetration, and revenue growth rate, number of corporate partnerships,geographic expansion.• Inspiration and Skill/Education (Mid-Term): Controlled surveys measuringcommitment to social change, awareness of social issues, and understanding ofsocial change mechanisms.• Civic Engagement (Long-Term): Extent to which NSAN members are more likelyto run for office, attend a town hall meeting, launch a non-profit, volunteer, vote,etc.61

United Kingdom1. National Council for Voluntary Organisationshttp://www.ncvo-vol.org.uk/The national peak body in England.The National Council for Voluntary Organisations (NCVO) is the umbrellabody for the voluntary sector in England.We work to support the voluntary sector and to create an environment inwhich voluntary organisations can flourish.NCVO represents the views of the voluntary sector to policy makers andgovernment and consults with the sector to inform our policy positions onissues generic to the sector. We also carry out in-depth research to promotea better understanding of the sector and its activities.Services offered by NCVO include a freephone Helpdesk, policy briefings,information networks, events and a wide range of publications, including goodpractice information on everything from trusteeship to employment law, andour own magazine, Voluntary Sector.NCVO has a growing membership of over 3400 voluntary organisations,ranging from large national charities to small local community groups.Membership benefits include specialist information and advice, discounts onevents and publications plus many discounted deals to help reduce therunning costs of voluntary organisations.Our visionNCVO's vision is of a fair and open society, which encourages and issupported by voluntary action.Our missionNCVO aims:o to give a shared voice to voluntary organisationso to cultivate an environment that fosters their developmento to help voluntary organisations to achieve the highest standards ofpractice and effectiveness62

o to provide leadership to the voluntary sector in tackling new issuesand unmet needsOur working valuesNCVO will:o reflect the priorities and needs of the member organisations in bothits services and policieso provide services which are characterised by high quality, integrityand respect for recipientso encourage voluntary organisations to learn both from each otherand from wider best practiceo provide information in an open way with due regard toconfidentialityo reflect the diversity of the voluntary sector in its worko provide continuing professional and personal development for itsstaffo apply equal opportunities practice in governance, services and asan employer2. Community Service Volunteershttp://www.csv.org.uk/CSV is the UK’s largest volunteering and training organisation, acting largely as aplacement organisation.Research shows that 80% of people would volunteer if asked. So we areasking… by giving your time to others you can:• Make a difference to someone’s life• Use life experience to help others• Gain work experience• Make new friends• Develop your personal skills• Enhance your CVTo get you started our top enquiries are listed below. Find out what interestsyou and then get in touch… because we don’t just list organisations orprojects, which need volunteers. We use over 40 years' experience to placeyou where your skills and time are most needed - and we stay in touch so youcan let us know how it’s going.63

Full-time volunteering opportunities in the UKAre you aged 16+? Take a look at our full time volunteering opportunities forpeople who want to take a gap year, improve their skills, gain workexperience or just have a great time! Placements last for 4-12 months.What can I get from full-time volunteering?• Vital work experience• An opportunity to move away from home and become independent• The chance to do something really different and help to change people’slives• A more rounded CV and workplace skills to assist UCAS and jobapplicationsIf you’re looking for an exciting challenge with accommodation, meals andweekly allowance provided, apply online today.Weekend volunteeringIf you live in, or near, London and are looking for bite-sized, weekendvolunteering opportunities, our ‘GO’ volunteering projects are made for you.Check in advance what is happening any weekend and just turn up.Senior volunteersAge 50+? You can find opportunities to volunteer across CSV’s work but wealso have a Retired and Senior Volunteer Programme (RSVP), which runsmany part-time volunteering activities, and they need volunteer organiserstoo.Young volunteersAged 18-19? The Young Volunteer Challenge (YVC) offers opportunities foryoung people from low-income backgrounds to undertake voluntary work oncommunity projects in nine areas across England.Employee volunteeringFind out how you can invest in the community, motivate your employees andbenefit your organisation by setting up an employee volunteering programme.3. Millenium Volunteershttp://www.millenniumvolunteers.gov.uk/64

Millennium Volunteers (MV) is aimed at young people aged 16-24. As an MV you volunteer your time to help others by doingsomething you enjoy. You get the chance to develop your skillsand personal qualities and something really worthwhile to add toyour CV.Volunteering: Why Do It?Everyone volunteers for different reasons. For example:• To build confidence and self-esteem. Volunteering can help you do thingsyou thought you couldn’t – even things you thought weren’t possible!• To make new friends. Volunteering can help you mix with new people whoare into the same things, forming new friends on the way.• To make a difference. Upset that there is nothing for young people to doin your community? Talk to your MV Project and make a difference!• To improve your chances of getting a job. MV on your CV is somethingemployers will respect and may give you another stepping stone towardsyour dream job.• To gain new skills. Something you’ve always wanted to do? Then go for itand gain valuable skills along the way.Whatever you do, it will look great on your CV. Your experience will give youthat extra something to talk about at an interview. Your voluntary work willequip you with valuable skills that any employer will want to see. Employersknow that Millennium Volunteers are people with motivation, dedication andthe ability to work hard.But don’t just take our word for it. Read these endorsements from employerswho realise the benefits volunteering can bring. More importantly, read somereal life success stories, MVs who have gained jobs, some from a direct resultof their volunteering!4. Student Volunteering Englandwww.studentvol.org.uk65

What We DoStudent Volunteering England works towards ensuring every student has theopportunity to volunteer and make a positive difference in their communityand beyond, through having access to relevant volunteering opportunities andreceiving effective support.Student volunteering is a unique opportunity for students:• To increase their knowledge, skills and abilities,• To understand and appreciate the diversity of our society, and• To work in partnership with communities for mutual benefit.The people and projects that student-volunteering groups are involved withvary enormously. The most popular work is with children and young people,but there are many other projects that involve ex-offenders, the homeless,people with disabilities, older people, fundraising, health care, animals andthe environment.Students volunteer for a huge number of reasons from wanting to 'make adifference' to simply having fun. However, volunteers also gain an extensiveportfolio of skills and experience, which can be crucial after graduation.Developing and recognising skills such as communication, management,problem solving, leadership and teamwork through volunteering not onlydevelops key skills but also enhances employability.InformationWe provide an information service, which includes publications, toolkits, newsupdates and personal support. We also publish 'Grapevine', a tri-annualmagazine just for the student-volunteering sector.CelebrationSVE launched Student Volunteering Week in 2001 and it is now the biggestweek of celebration in the student-volunteering calendar. The festivities willrun again 23-29 February 2004.66

ConferenceThe annual conference, held on the last three days of Student VolunteeringWeek, aims to bring together student volunteering groups from around thecountry to share good practice, attend workshops, network, innovate andcelebrate the amazing work which they carry out in their local communitieseach year.National FocusBy working with Government, education institutions and other nationalorganisations, as well as carrying out research into student volunteering, we worktowards providing greater clarity, cohesion and continuity for a sustainablestudent volunteering sector.5. REACH Volunteering UKwww.volwork.org.ukBringing together voluntary organisations and volunteers with careerskillsREACH matches the skills of experienced people to the needs of voluntaryorganisations.We recruit and support people with managerial, technical and professionalexpertise and place them in part-time, unpaid roles in voluntary organisationsthat need their help. We place people in organisations near where they live,anywhere in the UK. There are no age limits and there is no charge for theservice.Benefits of volunteering through REACHWhen you give some of your time to a worthwhile cause as a REACHvolunteer, you can expect to get many of these benefits:• having your maturity and experience appreciated• being free to choose when and how you work• Using your career skills in a different way• Learning new skills• Meeting new people• Keeping your mind active and your skills in use• Finding a route back into employment after redundancy or a career break6. Experience Corps UK67

http://www.experiencecorps.co.uk/The Experience Corps was funded by the UK Government with L20m in 2001with a target of recruiting 250,000 over-50s volunteers. However, towards theend of 2003 it was decided that it had no chance of meeting the target, and futurefunding for the project was cancelled. According to a news report in GuardianUnlimited (March 13 2004), the government was blamed for failing to listen to anexpert panel which advised that setting up a new organisation rather thanbuilding on the six existing national ones would create yet another layer ofbureaucracy, and for putting too much focus placed on a “grandiose high profilescheme based on targets and numbers, rather than quality”. The following areextracts from Experience Corps continuing website.The Experience Corps (TEC) is an independent company set up toencourage all people, aged 50 and over, to offer their skills and experience tobenefit others in their local communities. To date some 190,000 people havebecome TEC Members including 60,000 people from ethnic minoritycommunities.The Experience Corps launched in November 2001. The mission from thegovernment was to recruit within 3 years 250,000 people all over the age of50 that wished and were able to give some of their time to work voluntarily intheir local community.Whatever the skill of those we recruited, we helped them put it to great use.We matched them with local organisations, and community groups and arepleased to report that over 190,000 people over the age of 50 have becomeMembers of The Experience Corps in the 31 months since November 2001.The commitment and dedication of our Members from all backgrounds wasrewarded in many ways. However much or little time they had to spare, theirskills were appreciated. We guaranteed that their experience, whatever itwas, was just what someone somewhere needed.And that is as true today as when we started. We will continue working withour Members and all people over the age of 50 who wish to get involved withtheir local community. Please continue to log-on and ….. WATCH THISSPACE!68

And there's more! As Member of The Experience Corps you receive freeaccess to ‘Shop2Share’, where you can earn additional savings offered byhigh street retailers to our Members. Click on the link above to find out more.7. Institute for Volunteering Researchhttp://www.ivr.org.uk/socialexclusion/index.htmResearch bulletinsSummaries of research undertaken by the InstituteVolunteering for All? Exploring the link between volunteering and socialexclusion (available to view as a PDF document)VIVA - The volunteer investment and value audit: a self-help guideA guide for organisations on how to use VIVAVolunteering for mental health: findings of a survey of volunteering by peoplewith experience of mental ill healthFaith and Voluntary Action: community, values and resourcesReport examines the nature of voluntary activity within faith communities in theUKA choice blend - What volunteers want from organisation and managementThis report highlights the important fact that volunteers do not want volunteeringto feel too regimented and constrictingUK Wide Evaluation of the Millennium Volunteers ProgrammeResearch carried out by the Institute for the Department of Education and Skills(please note this is an external link to a PDF document on the DFES site)Age discrimination and volunteeringResearch looking at the reasons given for having upper age limits for reasonsPublic sector support of volunteering: an auditResearch into national and local government support for volunteeringVolunteering in the NHSA report of a survey looking at the nature and extent of volunteering in the NHSIssues in volunteer management: A report of a surveyA survey of volunteer managers looks at issues such as whether there are formalprocedures for volunteer involvement and diversity69

Valuing volunteers in EuropeA comparative study of the Volunteer Investment and Value Audit (VIVA) in 3European countries. VIVA has been devised as a technique for measuring theeconomic value of volunteersNational Survey of VolunteeringFacts and figures on the nature and extend of volunteering in the UKWhat young people want from volunteeringWhat attracts young people to volunteer and what deters them?Potential of a lifetimeStudy of Older Volunteers in 25 OrganisationsOverview of recent research on volunteering and social exclusionThe link between volunteering and social exclusion, and the question of whether ornot volunteering is ‘inclusive to all’, has been a key theme for the volunteeringmovement over the past few years. It is a question that has caught the attention ofpractitioners and policy-makers alike. The Institute for Volunteering Research gainedfunding from the Community Fund to undertake a three-year research project toprovide answers to this question by looking at what volunteering can do to reducesocial exclusion, at some of the reasons why it hasn’t so far fulfilled its potential inthis area, and at some of the attempts made to do so.The research focused on the experience of volunteering among disabled people, peoplefrom Black and minority ethnic (BME) communities, and ex-offenders. Of course, notall disabled people, ex-offenders, or people from BME groups are excluded, butpeople from these groups are more likely to suffer exclusion from certain areas ofpublic life, including volunteering.For example, previous studies of volunteering, in particular the 1997 National Surveyof Volunteering, had suggested that, although nearly 22 million people were involvedin formal volunteering in the UK each year, certain groups were under-represented.These included young people, unemployed people, older people, members of BMEgroups and disabled people. Research has since been undertaken on young people,older people and unemployed people. But we knew little about which barriers workagainst participation for people from BME groups, disabled people, and ex-offenders.What we did know, reinforced these initial findings:Black and minority ethnic groups and volunteering:A study of volunteering in Luton by Foster and Mirza in 1997 found that 96% ofvolunteers in mainstream organisations were white. A study by the NationalCoalition of Black Volunteering in 2000 found that 41% of charities have no70

lack volunteers, and 43% of charities have no black trustees. However, morerecently the Home Office Citizenship Survey in 2001 found that 39% of whitepeople took part in formal volunteering, compared to 42% of Black people and35% of Asian people.Disabled people and volunteering:A study by RSVP in 2000 found that out of 265 volunteer-involving organisationsincluded in the study, less than two-thirds of those organisations involvedvolunteers with disabilities and very few involved disabled people as trustees. Thesame survey found that only 14% of the organisations targeted disabled people. Ina report written in 1999 for Leonard Cheshire, Knight and Brent note that forsome disabled people the barriers that exist to taking part in the labour marketalso exist to those wishing to take part in volunteering.Ex-offenders and volunteering:There is scant evidence on the number of volunteers who have a record ofoffence, but some organisations place limits on the involvement of ex-offendersas volunteers. A report by the Prison Reform Trust in 2002 on volunteering andactive citizenship among prisoners, found that 7% of prisoners participated insome form of activity that involved them helping other prisoners. A report byEdinburgh Volunteer Exchange in 2000 highlighted the benefits of volunteeringto ex-offenders through increasing their job prospects and building up work skillsand confidence, and by providing a reference. There was, however, littleinformation about why certain people were volunteering less and about whatbenefits they might derive if they did get involved.8. Guardian Unlimitedhttp://society.guardian.co.uk/volunteering/page/0,8149,728370,00.html.The website of the Guardian newspaper group in the UK offers a useful guide to volunteering in the United Kingdom, and thefollowing is a list of ‘the most useful websites on volunteering’ in the UK.1. Volunteers' WeekThe official site for Volunteers' Week, which runs in June each year. It is hostedby the National Centre for Volunteering and lists events going on around the UKto celebrate volunteering.2. GoCityA scheme run by the charity community service volunteers. It encourages peopleliving in Reading, London or Manchester, to give up to five hours on a weekendwith no further commitment. Just turn up on the day to volunteer. No signing upin advance, no commitment to a number of events a month or year. This websitedetails what's going on and how to get there.71

3. Voluntary Service Overseas (VSO)VSO places volunteers on two-year assignments and some shorter secondments. Itrequires people with skills such as nurses or teachers, who will earn a local salaryin the host country. Competition is tough for volunteer places.4. TimeBankProvides information and examples of volunteering opportunities to matchpeople's passions, interests and skills. These examples are drawn from thenational database of volunteering opportunities generated from volunteer bureaux,councils for voluntary service and volunteer centres.5. National centre for volunteering: frequently asked questionsPart of the national centre for volunteering website, this section has answers onfaqs concerning volunteering. For example, are expenses paid? Do I get training?6. Do ItThis website allows users to search under their postcodes for local volunteeringopportunities. It also has overseas opportunities listed, and has teamed up withIvory Towers dating agency to offer opportunities for single volunteers to meetothers.7. Experience corpsThe experience corps is a government scheme to encourage over 50s to volunteer.It has over 75,000 opportunities listed as well as features about people who havevolunteered.8. National Association of Citizens Advice BureauxHas volunteering opportunities at over 2,000 locations.9. Millennium VolunteersEncourages 16 to 24-year-olds to volunteer through over 200 projects. You cansearch by geographical area to find local contact details for projects.10. Community Service VolunteersDetails ways of volunteering for individuals, employers, older and younger people- from mentoring to digging ditches.11. Student volunteering UKGives information about volunteering opportunities within students unions.12. National Association of Volunteer Bureaux (NAVB)Details how to get in touch with your local NAVB branch.72

13. National Association of Councils for Voluntary ServiceThe umbrella body for 280 local CVS which can put you in touchwith local volunteering opportunities.This news site also includes articles on the political debate about volunteering which iscurrently under way in the United Kingdom athttp://society.guardian.co.uk/volunteering/0,8145,390107,00.html.Below are some examples of news stories and articles available on the website.Volunteering: the issue explainedThe government is encouraging more people to give time to society. Labour andthe Tories plan to galvanise the sector and get more people to give more of theirtime to voluntary groups.At a glance: what's in this big issue?Q&A: how to become a volunteerWeb review: the most useful sites on volunteeringEmergency supportMay 24, Letters: The civil contingencies bill fails to give recognition to thespecialist role of voluntary organisations.Supporting distressed gentlefolkMay 19, Comment: Fern Ferns on the rewards of working as a volunteer for theElizabeth Finn Trust.Hearing aidsMay 17, Feature: We can learn a lot from the Samaritans about communication,says Sandra Deeble.Government unveils youth volunteering commissionMay 17: Home secretary David Blunkett and chancellor Gordon Brown launchyouth volunteering planning body.MPs thrash out details of volunteering billMay 12: Minister locked in debate with MPs over the promotion of volunteeringbill, as contentious clause comes under scrutiny.Minister admits 'profound reservations' over billMar 5: Ministers have 'profound reservations' about promoting volunteering bill,warns the charities minister.73

Young volunteers Scotland launches youth volunteering programmeMay 11: New national volunteering programme for 16 to 25-year-olds acrossScotland launched by the first minister.Call to put volunteer in every classroomApr 9: Put volunteer in classrooms and hospital wards as part of the year of thevolunteer in 2005, says charity head.Esprit de corpsApr 2, Feature: Gideon Burrows investigates US model that has influencedchancello's youth volunteering strategy.19.03.04: Volunteering - just add rap appeal17.03.04: Brown outlines national volunteer strategy17.03.04: Youth won't give freely10.03.04: Blunkett plans youth volunteer scheme19.02.04: Chancellor's youth volunteer scheme wins plaudits18.02.04: Brown calls for more charitable volunteersFall in volunteers prompts dispute over impactJan 23: The value of voluntary work slumped by more than a quarter between1995 and 2000, statistics reveal.Agencies fear yawning gap in volunteersJan 10: Army of cheerful, young, gap-year students threaten to evaporate in 18months' time.Practice Breaking the silenceApr 28, Feature: Daphne Robinson asks why a Samaritan has been sacked forreporting murder confession to the police.30.04.04: Letters: good Samaritans stick to the rulesStep forward - and step upJan 17, Feature: Volunteer schemes can benefit companies and the staff whotake time out. Nick Pandya reports.Photographic competition Shooting the jokersApr 21: Andy Hollingsworth photographs famous comedians. He is a judge at theVolunteers' Week photographic competition.21.04.04: About the competition21.04.04: Expert advice - tips from the Guardian picture deskDownload: competition entry formGallery: Volunteers' Week photo competition 200374

People Volunteering for a changeApr 19: As hundreds gather to discuss a sector shake up, Nick Cater talks tochief executive planning agency cuts.United we standSep 19 2003, Interview: Christopher Spence on why he believes mergers arevital to ensure volunteering bodies' viability.Older volunteersSwelling ranksMar 13, Feature: More people are volunteering than ever before. MargaretHughes reports.CampaignOlympic appeal as volunteer target hitFeb 10: Government beats its target for boosting volunteering but seeksthousands more for London's Olympic Games bid.AustraliaFinally, the definitions and principles of volunteering listed on some of Australia’s leadagency volunteering websites are of special interest in the context of the differencesbetween the models of volunteering in the US and the UK.1. Volunteering Australiawww.volunteeringaustralia.orgMissionVolunteering Australia is the national peak body working to advance volunteeringin the Australian community. Its role is to represent the diverse views and needsof the volunteer movement while promoting the activity of volunteering as one ofenduring social, cultural and economic value.Organisational ProfileVolunteering Australia exists to raise the profile of volunteering in Australia andto ensure that the contribution volunteering makes to civil society is recognisedand accounted for.Volunteering Australia Inc. is an incorporated body under the Australian CapitalTerritory Associations Incorporation Act 1991. It was established in October 1993and has received funding from the Commonwealth Government's Department ofFamily and Community Services under the National Secretariat Program since1997.Volunteer based organisations across all industries, including welfare,environment and conservation, arts, business, tourism, education, emergencyservices, health, sport, recreation and leisure are linked to Volunteering Australia75

through the state/territory volunteer centres (ie. Volunteering ACT, VolunteeringNSW, Volunteering NT, Volunteering Queensland, Volunteering South Australia,Volunteering Tasmania, Volunteering Victoria, Volunteering WA).Core BusinessVolunteering Australia's core business is to:• Provide government and organisations involving volunteers sound policyadvice on matters relating to volunteering• Provide a national focus for the promotion of volunteering and its principles• Establish cooperative relationships with key national and internationalstakeholder organisations• Encourage the pursuit of excellence in volunteer management• Provide effective management for national projects· closely consult withmember organisations and other key stakeholders to further the mission ofVolunteering Australia• Provide a national referral service to unemployed people through theVoluntary Work InitiativeResearch FrameworkVolunteering Australia is developing a Volunteering Research PrioritiesFramework to assist researchers, government and the volunteering sector toidentify priority areas of research in relation to the activity of volunteering.The overarching objective of the Framework will be the advancement ofvolunteering in Australia.The Framework is being developed by reviewing a range of information,including:• National consultations conducted by Volunteering Australia andAustralian Volunteers International during the International Year ofVolunteers to develop A National Agenda on Volunteering: Beyond theInternational Year of Volunteers.• Current trends in volunteering – in Australia and overseas.• Current government policy and research directions.• Consultation with the volunteering sector through the network of state andterritory volunteering centres and regional volunteer resource centres.• Consultation with academics and researchers with an interest involunteering.76

The Volunteering Research Priorities Framework is being finalised and will beavailable for download from this page shortly.2. GoVolunteerwww.govolunteer.com.au/GoVolunteer is an initiative of Volunteering Australia and is Australia's firstnational volunteer recruitment website. It is a not-for-profit site that providesFREE Internet advertising for not-for-profit community organisations looking forvolunteers.GoVolunteer provides volunteers with all they need to find out about volunteeropportunities, and helps them make the best match possible between theirpersonal requirements and choice of volunteer work.By using the Internet, GoVolunteer makes matching volunteers with non-profitorganisations much faster and more efficient. It reduces the time and cost ofrecruiting volunteers and makes it easier for more Australians to make adifference in their local community.Volunteering Australia is the national peak body working to advancevolunteering in the Australian community. In partnership with SEEK and TheBoston Consulting Group, Volunteering Australia has developedGoVolunteer. It is a unique partnership between community and businesswith each partner bringing their own specialist skills to GoVolunteer:Volunteering Australia bring their knowledge of volunteering, theirnetworks and their community and corporate relationships;SEEK Communications, Australia's leading Internet employmentwebsite, have developed the software for the site, host the site andvolunteer opportunities are also accessible through SEEK's website;The Boston Consulting Group, a leading strategy and e-commerceconsultancy, is providing advice and vision to the project on a probonobasis.The GoVolunteer site was officially launched on the 27th June 2000 by'celebrity' volunteer and well-known Essendon Football Club player, MichaelLong.3. Volunteering Western Australiahttp://www.volunteer.org.au/77

Volunteering Western Australia is the peak body in Western Australia forvolunteering. It provides a voice to Government and also to the national bodyVolunteering Australia. Volunteering Australia in turn provides the voice forissues that impact on volunteering across Australia.Within Western Australia, the primary mission of Volunteering WA is topromote the concept of volunteering and to provide a range of resources,services, information and support to the community at large.Volunteering Western Australia promotes:• Involvement - Information and Referral• Opportunities - Education and Support• Inclusiveness - Research and DevelopmentVisionThe pursuit of excellence in volunteering.MissionAs the peak body, to promote the concept of volunteering and provide arange of resources, services and support within a comprehensive frameworkfor cost-effective use in Western Australia such that:• It is accessible and beneficial to all parties – volunteers, those they serve,and the community at large;• A body of volunteering professionals is in place, capable of servingWestern Australia’s community needs;• People in Western Australia are aware of, and understand, the nature andscope of volunteer activity and its contribution to the health and wellbeingof the community;• We operate within relevant statutory regulations and the Constitution ofthe Volunteer Centre of Western Australia Incorporated, as well asrelevant Volunteering Australia policies and practices;• We achieve targeted levels of government and non-government funding.Our Purpose• To promote volunteering in Western Australia through the encouragementof voluntary participation in health, community services, recreation, sport,78

youth, educational, cultural, civic, and other programs.• To provide volunteers for the relief of distress, illness, poverty,delinquency and helplessness, and to improve the quality of life.• To support volunteers and agencies, which provide community servicesfor the relief of distress, illness, poverty, delinquency and helplessness,and to improve the quality of life.• To promote the principles of equity and participation within the volunteersector.• To provide support to volunteers and agencies utilising volunteers throughthe provision of a central coordinating service.• To provide relevant information and resources to, and about, volunteers.• To identify needs and develop training programs in the volunteer sector.• To develop a coordinated approach to the volunteer effort in WesternAustralia.• To seek corporate sponsorship for the Association.• The property and income of the Association shall be applied solelytowards the promotion of the Objects of the Association, and no part ofthat property or income may be paid or otherwise distributed, directly orindirectly to members of the Association, except in good faith in thepromotion of those objects or purposes, including remuneration or refundof approved expenses.4. Volunteering NSWhttp://www.volunteering.com.au/About UsOur ServicesVolunteering NSW offers a number of programs and services with a viewto fulfilling its goal of enriching the life of the community throughvolunteering.Below is a brief summary of the programs and services we offer:Volunteer Services79

• Volunteer Referral Service• Retired and Senior Volunteer Program (RSVP)• Student Community Involvement Program (SCIP)School of Volunteer Management• Accredited and non-accredited training• Short Courses and Seminars• Customised TrainingConsultancy, Education and Resource Development• Consultancy Services and Special Projects• Community Outreach• Advocacy5. Volunteering Victoriahttp://www.volunteeringvictoria.com.au/Volunteering Victoria Inc. is the peak body representing the volunteermovement in Victoria. We provide a range of services to individuals in thecommunity who are interested in volunteering and to organisations thatinvolve volunteers.Established for over 20 years, we represent volunteer organisations fromacross the state. Our diverse membership is representative of the full crosssectionof volunteer organisations and includes Commonwealth and Stategovernment departments, local governments and large state peakorganisations. Volunteering Victoria resources and supports an extensivenetwork of regional volunteer resource and referral agencies and has strongrelationships across the volunteer, government and private sectors. We areone of eight state/territory members of the national peak body VolunteeringAustralia.Definition of formal volunteeringFormal volunteering is an activity, which always takes place in not-for-profitorganisations or projects and is undertaken• To be of benefit to the community and the volunteer• Of the volunteer's own free will and without coercion• For no financial payment80

• In designated volunteer positions onlyPrinciples of volunteering• Volunteering benefits the community and the volunteer• Volunteering work is unpaid• Volunteering is always a matter of choice• Volunteering is an activity that is unpaid and not undertaken for thereceipt of salary, pension, government allowance or honorarium• Volunteering is a legitimate way in which citizens can participate in theactivities of their community• Volunteering is a vehicle for individuals or groups to address human,environmental and social needs• Volunteering is an activity performed in the not-for-profit sector only• Volunteering is not a substitute for paid work• Volunteers do not replace paid workers nor constitute a threat to the jobsecurity of paid workers• Volunteering respects the rights, dignity and culture of others• Volunteering promotes human rights and equalityOur missionThe purpose of Volunteering Victoria is to promote volunteering for thecommon good of all Victorians. Its aim is to set the standard for volunteerinvolvement in the community through excellence in service to volunteers,managers of volunteers and organisations involving volunteers.Our core businessVolunteering Victoria supports the interests of the sector by• Providing quality information and referral services to people seekingvolunteer work• Providing leadership through lobbying for appropriate roles, conditionsand recognition for volunteers• Servicing members and other bodies through consultation, education, andtraining programs and the provision of written resource material onvolunteer management• Promoting state, national and international networks for volunteering• Representing Victoria in national and international forums• Developing innovative projects• Providing a forum for the raising of issues relevant to volunteering6. Volunteering Queenslandhttp://www.volunteeringqueensland.org.au/81

VOLUNTEERING QUEENSLAND VISION• We believe individuals have the right to participate freely in AustralianSociety through the act of volunteering.• We believe volunteering complements but is not a substitute for paid work.• We are committed to raising the profile and esteem of volunteering as a vitalforce within the community.• We are committed to the development of professional standards of service,which recognize the importance of effective management, which supportsvoluntary effort.• We are committed to enhancing the status of the association as a peak bodyfor volunteering in Queensland.PURPOSE STATEMENTAs the Peak Body for volunteering in Queensland, Volunteering Queenslandexists;a) To encourage people to participate in volunteering;b) To enable volunteers and community organisations to develop thestructure, skills and capacity to better the quality of volunteering for thebenefit of the community; andc) To engage in advocacy and policy development with government, otherinstitutions and organisations on issues relevant to volunteering7. Volunteering S.A.www.volunteeringsa.org.au/Our CommitmentVolunteering SA is committed to upholding the values and beliefs embodiedin the following definition and principles of volunteering.DefinitionVolunteering is an activity whereby individuals choose to willingly workwithout an expectation of remuneration to provide a service with a communityfocus. Volunteer work extends beyond one's basic obligations and canrepresent an important expression of social responsibility.82

Principles• Volunteering is of benefit to the community and the volunteer.• Volunteering is not undertaken in order to receive pensions or benefits.• Volunteering is a legitimate way for citizens to participate in the activitiesof their community.• Volunteering is a vehicle for individuals or groups to address human,environmental and social needs.• Volunteering is an activity which takes place in not for profitorganisations and projects.• Volunteering is not a substitute for paid work.• Volunteering does not threaten the livelihood of paid workers.• Volunteering respects the rights, dignity and culture of others.• Volunteering promotes human rights and equality.D. Main Methods used to Promote VolunteeringTypes of Target VolunteersThe following are promotional methods to various groups:‣ Youth – UKWhen marketing volunteering to the youth it is suggested that the activities take place atschools through ‘education and awareness-raising approach’ coupled with ‘personal talksand visits from representatives of organisation and young volunteers’ to provideinformation on the concept of volunteering and promote volunteering opportunities.The choice of media for promotion is most effective using short television advertisementand ‘fillers’ and through local radio features. It is found that the use of print media suchas youth magazines, comics, posters and leaflets is unlikely to lure young people tovolunteering. Furthermore, telephone help-lines and the Internet appears to be aneffective media for promotion.It is recommended that promotional message to young people should focus on people’sachievements and the potential benefit and fun side of volunteering to offset thetraditional image of ‘worthiness’.(Source: Research by the Institute for Volunteering Research, UK – ‘What young peoplewant form volunteering’ – www.iv.org.uk/youngresearch.htm (Accessed on 25/5/04))83

‣ Youth - AustraliaIt is suggested new ways of promoting volunteering to young people be sought as a resultof the decline of young volunteers through church and clubs such as Boy Scouts and GirlGuides. It is proposed that promotion takes place at schools, as an example wherestudents at private schools are able to be a part of community service programs. Thevalue of encouraging the youth to volunteer is emphasized, as they are more likely tocontinue volunteering, as they get older.(Source: The Future of Volunteering: A Volunteer’s Perspective, by Joy Noble in thebook ‘Volunteers and Volunteering’, editors: Jeni Waburton & Melanie Oppenheimer,2000, Federation Press, Sydney, p.158)‣ Youth (Sports Volunteering – Australia):Volunteering should be promoted to young people as a way to develop skills. This isevident through an Australian Sports Commission (ASC) program, Challenge,Achievement and Pathways in Sport Program (CAPS) targeting 14 to 20 year olds. Thesport-based program encourages young people to be involved in areas other than ‘theplaying of the game’ such as in administration, coaching, management, officiating, andsports and health. Another ASC Youth Leadership Program is Sport Education inPhysical Education Program (SEPEP) targeting 10 to 20 year olds where they are incharge of a sport in physical education classes and responsible for forming committees,sorganising publicity and coaching.(Source: ‘Campaigning for Sport’, Dianne Cowan, in ‘Volunteering Visions’ Joy Noble& Fiona Johnston (editors) The Federation Press 2001, Sydney, p.55).‣ Youth (Australia):Incorporating volunteering to high school curriculum may be regarded as promotingvolunteering to young people. A recent conference paper suggested that student learningcan take place at both structured community based programs and less-structuredcommunity based activities. The non-formal structured community based programsincludes work of Royal Lifesaving, the Queen’s Scout Award, Music Guild, Red Cross,and St John Ambulance. The informal activities is defined as ‘learning achieved as aresult of a special interest of a student (eg. leadership roles in sports coaching andumpiring, church groups)’. It is then suggested that students may then gain credit foractivities performed outside school.(Source: Conference Paper – ‘Reconceptualising Senior Secondary Certificates: Issuesand Solutions – Recognition of Other Learning’ by Dr. Janet.V. Keightley & Rod Bauer(Senior Secondary Assessment Board of South Australia) presented at AustralasianCurriculum Assessment and Certification Authorities Annual Conference 29-31 July2003, p. 2,3,40)84

The Active8 Program in South Australia may also be regarded as a way of encouragingvolunteering to young people. The program targets year 8 or above students or those aged15 to 19 to participate in community service activities. The program is conducted throughpartnership between schools, community, and youth organisation where it providesopportunities and experiences for young people to learn and develop skills through theirparticipation in the community.(Source: ‘Active8 Premier’s Youth Challenge Handbook’, an initiative of Government ofSouth Australia Office of Employment and Youth, 2000).‣ Youth – Canada:Mandatory Community Service in Canada can be seen as a way to promote volunteering.It is found that 7% of Canadian volunteers (484,000) volunteered because it was requiredby their school, employer or government. At secondary school level, volunteering is partof the requirement to graduate in several provinces such as Ontario.(Source: ‘Caring Canadians, Involved Canadians: Highlights from the 2000 NationalSurvey of Giving, Volunteering and Participating’, by Michael Hall (Canadian Centre forPhilanthropy), Larry McKeown (Canadian Centre for Philanthropy) & Karen Roberts(Statistics Canada), published by authority of the Minister responsible for StatisticsCanada, Minister of Industry 2001, p.39)‣ People with mental illness:The promotion of volunteering can take place by providing information to mental healthservice, local support organisation, volunteer bureau, GP surgeries, benefits agencies andJobcentres. The survey found that two-thirds of respondents believe ‘the most effectiveway of informing potential volunteers was via key workers and support staff’. A furthertwo-thirds suggested that information on volunteering can be obtained by speaking toother volunteers. It is revealed that the use of books, leaflets and factsheets is also aneffective way of making information available on volunteering.(Source: Findings of a survey of volunteering by people with experience of mental illhealth carried out by the National Centre for Volunteering, UK)‣ Older People – AustraliaIt is suggested that in promoting volunteering to older people not only that it should focuson appealing to ‘people’s sense of duty or desire to make a difference’ but alsoemphasising volunteering as a ‘personally fulfilling’ experience. This can be achieved byproviding examples of the experiences in promotional material.It is suggested that promotional activity may use local newspapers (including communitypapers, RSL paper, hospital newsletters, local community language papers and thusacknowledging ethnic diversity and attracting those from non-English background, andcommunity notice boards). As part of the recruitment program, volunteeringopportunities can then be posted on the website: www.govolunteer.com.au85

It is found that local government can also be involved in the promotion of volunteeringby promoting local Volunteer Referral Services and using Council publication to promotelocal volunteering activities.(‘Research into Older People & Volunteering’ (For the 2001 Premier's Forum onAgeing), prepared by Heartbeat Trends, Funded by the NSW Dept. of Ageing, Disabilityand Home Care, September 2001)By Country/Government‣ Government – Western AustraliaThe promotion of volunteering has been defined as a goal for the community and stategovernment of Western Australia. The government aims to promote volunteering throughthe following ways:- Promotion of volunteering opportunities in private and public sectors throughVolunteer Resource Centres- Relationship building with local business and media to emphasise the achievementsof individuals and organization- Develop practices to acknowledge the contribution of volunteers among clients, othervolunteers, paid workers and local community- Acknowledge the achievement of volunteers during National Volunteer Week(second week in May, following Mothers Day) and United Nations InternationalVolunteer Day, known as Thank a Volunteer Day in Western Australia (December 5)- Promote International Volunteer Day(Source: ‘Valuing Volunteering – A Shared Vision’, Government of Western Australia,December 2002)‣ Australia – Western Australia:This action research project mainly concentrates on strategies and issues in volunteerrecruiting. Nevertheless, the use of promotional methods to recruit volunteers can also beregarded as ways of promoting the notion of volunteering.Promotional activities include:- The use of information pack to advertise to potential volunteers- A review of written advertising (brochures, flyers, posters) to ensure message isconveyed effectively- Promoting in the right place to attract the right target market of volunteers- Having the volunteering message on visible material (eg. bumper stickers,bookmarks, volunteer badges and t-shirts)- Promotion through Volunteer Resource Centres at local level and state level such asVolunteering WA- Using local community papers instead of major newspapers through articles writtenabout volunteering rather than paying for advertising- Using radio to recruit volunteers with an understanding of the demographics of theradio station audience86

- Having a stall at the local fair with volunteers talking, handing out information anddirecting people to the stall- Using shopping centre displays to educate people about volunteering (not always asuccessful way of recruiting volunteers)- Taking advantage of public speaking opportunities (eg at service clubs and corporateorganisation) to promote volunteering(Source: ‘Booming Recruiting: An Action Research Project’ – Department forCommunity Development, Government of Western Australia & Office for SeniorsInterests and Volunteering, 2004)‣ Government – ACTThe promotion of volunteering by the ACT state government has been defined as one ofits agenda for the development of volunteering. In general terms the government willdevelop promotion activities to enhance the community’s understanding on volunteering,ensure there are volunteering opportunities available in accordance to people interest to‘improve retention rates and improve the image of volunteering’. More specifically thefollowing key promotion strategies have been defined:• Developing a promotional campaign for recruiting and encouraging volunteeringwhich: has a diversity of messages and messages about diversity, reaches peoplefrom all walks of life, promotes the role of people with disabilities as volunteers,is relevant across sectors, facilitates partnerships between business, government &community, explains how volunteering is changing, uses high profile champions,identifies the contribution of families volunteering, is well targeted• An audit of pervious promotional campaigns and an assessment of the relativesuccess of these• Creating policies for the workplace which support and encourage workers tovolunteers in their communities• Working with schools to encourage and promote volunteering by young peopleThe promotion strategies are aimed to reach the outcomes as listed below:• An increase in the range of people who volunteer• An improved understanding by the whole community of the nature andimportance of volunteering in contemporary Australia• Improved volunteer retention rates across all sectors• A safer and more supportive environment for volunteering effort• Workplace policies which support employees in their volunteer activities• More opportunities for people to take up volunteering including people withdisabilities in non-disability specific sites• Partnerships between media, government, business and community in thepromotional campaign/s• Promotional material will ensure images of volunteers show diversity of ages,gender, culture, life experiences and people with disabilities(Source: ‘An Agenda for Volunteering for the Australian Capital Territory Community2003-2007’, Volunteering ACT)87

‣ Australia – Federal GovernmentA government initiative, Australians Working Together, seek to encourage volunteeringto those receiving income support payment by providing the option of volunteering as away to meet their participation requirement. This is also regarded as a means to gainexperience and develop skills, and improve the likelihood to obtain employment. Fundingof $4.9 million over four years from 2002 has been allocated to match volunteers withopportunities available and to assist community organization in placing volunteers.(Source: ‘Volunteering as part of Australians Working Together: Information forCommunity Organisations’, Commonwealth Government of Australia, 2002)Nevertheless, research reveals that half of respondents would volunteer if the experiencegained will be useful in obtaining employment. Furthermore, it is also found thatproblems encountered with young people includes low commitment and ‘short stays’ dueto the mandatory nature of volunteering which may then effect their willingness tovolunteer in the future. It is then suggested that the Government should provide supportto encourage volunteers to be involved in volunteering opportunities.(Source:‘The impact of compulsory community participation on the not for profit sectorin Western Australia’, by Judith Cockram, Australian Journal on Volunteering, Vol.8,No.1, 2003, pp.5-14)‣ Government (miscellaneous)Government is said to have a key role in the promotion of volunteering according to anExpert Working Group Meeting on Volunteering and Social Development. Governmentcan promote volunteering in two ways, firstly to the youth and secondly, in promotingprivate sector support to volunteering. It is suggested that promoting to young people cantake place through the education system and youth services. The image of volunteeringwould also need to be updated and made more appealing by collaborating with the media.In promoting private sector support to volunteering, the government can developpartnerships between the public and private sectors to include volunteers. Furthermore,the government may also offer tax and other incentives to encourage employeevolunteering at companies.(Source: ‘Expert Working Group Meeting on Volunteering & Social Development’, UNVolunteers, New York, 29-30 November 1999)‣ GovernmentThis paper discusses the importance of government support on volunteering. Thegovernment is said to have six roles in promoting volunteering, as presented below:• Providing funds (eg. for developing centres at national and local levels, providinginfrastructure to support volunteering)• Making policy that supports volunteering88

• Setting an example (eg. by encouraging civil servants to volunteer, invitingvolunteers to be active in the public sector, stimulate debate on the importance ofvolunteering to society)• Forming partnerships with commercial and voluntary sectors (eg. to plan joint eventsand research, in developing volunteering strategies and national plans• Generating publicity for volunteering through the media, research and high-levelbranding exercises of ‘public’ goods (eg. range of promotional items during theInternational Year of Volunteering – issuing of stamps, designating flowers)• Providing recognition for people who volunteer and recruiting well-recognised publicperson to the volunteering cause(Source: ‘Government and Volunteering’, by Justin Davis Smith, Australian Journal onVolunteering, Vol.9, No.1, 2004, pp.67-71)‣ UKThe strategic plan of Volunteering England reveals that promoting volunteering can takeplace at local, regional and national events and campaigns with promotional materialaimed at the various group of prospective volunteers. The use of the latest of technologyis suggested for it promotion of volunteering.(Source: Strategic Plan of ‘Volunteering England’ – ‘A strategy for volunteeringinfrastructure in England 2004-2014’)Another strategic plan, that of Volunteers Greenwich UK, reveals that the promotion ofvolunteering can take place in community events and through local initiatives to targetpotential volunteers at a local level.(Source: ‘Volunteers Greenwich Strategic Plan 2003-2006’ – UK)‣ Volunteering SAVolunteer SA has listed methods of reaching people as a way of promoting volunteering,as follows:• Using the internet:- by including job vacancies and position description on the program’s website- by including on-line application forms- by advertising vacancies on established on-line referral web sites such asGoVolunteer and Australian Volunteer Search• Radio (regional/metropolitan/community)• Television• Newspapers, particularly local papers – more likely to be read in more detail• Magazines• Direct mail• Displays/booths• Brochures, posters, fliers89

• piggyback events eg. Announcements/leaflets at speaking engagements orconferences• Best recruitment techniques is word of mouthSource: ‘Volunteer Management: An Essential Guide’, 2 nd edition, by Joy Noble, LouiseRogers, & Andy Fryar, 2003, Volunteering SA Inc.90