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

• 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