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

• 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