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

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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
Page 1 and 2: Marketing InitiativesandCampaigns t
Page 3 and 4: CONTENTSpage1. Introduction 4The Br
Page 5 and 6: The subsequent structure of the Rep
Page 7 and 8: and allocating funding to enhance v
Page 9 and 10: The US Government Department of Sta
Page 11 and 12: United KingdomOrganisational sites
Page 13 and 14: AustraliaOrganisational sites exami
Page 15 and 16: their name with little promotion re
Page 17 and 18: community, which leads to an ease o
Page 19 and 20: disassociate themselves from volunt
Page 21 and 22: AgegroupUp to18Comments Target segm
Page 23 and 24: There are some theories that seek t
Page 25 and 26: Factors associated with the Idea (V
Page 27 and 28: 8. ConclusionsWe have: surveyed rel
Page 29: References:Bussell, H. & Forbes, D.
Page 33: • The awarding of academic credit
Page 36 and 37: • ‘A whole-of-government approa
Page 38 and 39: 17. Source: ‘Volunteering as part
Page 40 and 41: • Developing promotion activities
Page 42 and 43: 200426. Source: ‘Booming Recruiti
Page 44 and 45: 200431. Source: Strategic Plan of
Page 46 and 47: population, the reward people seek
Page 48 and 49: o The public needs to be aware and
Page 50 and 51: 200446. Source: ‘Enhancing the ap
Page 52 and 53: C. Volunteering organisation websit
Page 54 and 55: The Trade for African Development a
Page 56 and 57: trained, dedicated people to help n
Page 58 and 59: “Americans of all ages are alread
Page 60 and 61: On issues from military policy to h
Page 62 and 63: United Kingdom1. National Council f
Page 64 and 65: Full-time volunteering opportunitie
Page 66 and 67: What We DoStudent Volunteering Engl
Page 68 and 69: http://www.experiencecorps.co.uk/Th
Page 70 and 71: Valuing volunteers in EuropeA compa
Page 72 and 73: 3. Voluntary Service Overseas (VSO)
Page 74 and 75: Young volunteers Scotland launches
Page 76 and 77: through the state/territory volunte
Page 78 and 79: Volunteering Western Australia is t
Page 80 and 81:
• Volunteer Referral Service• R
Page 82 and 83:
VOLUNTEERING QUEENSLAND VISION• W
Page 84 and 85:
‣ Youth - AustraliaIt is suggeste
Page 86 and 87:
It is found that local government c
Page 88 and 89:
‣ Australia - Federal GovernmentA
Page 90:
• piggyback events eg. Announceme
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