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

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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
Page 1 and 2: Marketing InitiativesandCampaigns t
Page 3: CONTENTSpage1. Introduction 4The Br
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 and 30: References:Bussell, H. & Forbes, D.
Page 31 and 32: B. Literature ReviewCountry of Publ
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
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trained, dedicated people to help n
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“Americans of all ages are alread
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On issues from military policy to h
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United Kingdom1. National Council f
Page 64 and 65:
Full-time volunteering opportunitie
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What We DoStudent Volunteering Engl
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http://www.experiencecorps.co.uk/Th
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Valuing volunteers in EuropeA compa
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3. Voluntary Service Overseas (VSO)
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Young volunteers Scotland launches
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through the state/territory volunte
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Volunteering Western Australia is t
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• Volunteer Referral Service• R
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VOLUNTEERING QUEENSLAND VISION• W
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‣ Youth - AustraliaIt is suggeste
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It is found that local government c
Page 88 and 89:
‣ Australia - Federal GovernmentA
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• piggyback events eg. Announceme
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