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

• 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