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

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population, the reward people seek from the volunteer experiences and the currentneed or demand for volunteers (p.10)• The need for recruitment practices to become more sophisticated to respond to a morediverse population of potential volunteers (p.18)• Ways to improve volunteering based on the research (p.27):• Government role to provide more funding to build management and volunteertraining capacity of organisations. Other suggestions for the government: partneringwith organisation to provide expertise, working to improve awareness of thevoluntary sector, providing more recognition for the contributions of volunteers,supporting government employee volunteering and providing tax incentives forvolunteering• Business becoming more involved in their communities. Suggestions: makingemployee volunteer programs supported by management the norm, providing on-siteevents to promote volunteering and providing funds to match the volunteercontributions of employees, and capturing the interest of retirees as a possiblesolution to declining interest in volunteering37. Source: ‘Caring Canadians, Involved Canadians: Highlights from the 2000 NationalSurvey of Giving, Volunteering and Participating’, by Michael Hall (Canadian Centrefor Philanthropy), Larry McKeown (Canadian Centre for Philanthropy) & KarenRoberts (Statistics Canada), published by authority of the Minister responsible forStatistics Canada, Minister of Industry 2001.Key points:• Mandatory Community Service:• 7% of Canadian volunteers (484,000) volunteered because it was required by theirschool, employer or government (p.39)• Volunteering in order to graduate from secondary school is only of the more commonforms of mandatory community service. This is now a province-wide requirement inseveral provinces, including Ontario, and has been implemented by some schooldistricts within other provinces (p.39)200238. Source: ‘Developing An Effective Corporate Volunteer Program: Lessons for theFord Motor Company of Canada Experience’, 2002Key points:• Creating awareness of a corporate volunteer program• Possible communication method:o Company internet or intranet Web siteo Internal communications networko E-mailo Company newsletter46
o Presentation to employees by company representative (eg. president, CEO,or program manager)o Displays in public areas (eg. cafeteria, bulletin boards)o Communication by managers at departmental meetingso Personal contact• The communication method chosen should be tailored to the company’scharacteristics (ie. size, existing communication channel, number of location andcompany culture)Country of Publication: US199839. Source: ‘The Effects of Recognition and Group Need on Volunteerism: A SocialNorm Perspective’, by Robert J. Fisher & David Ackerman, Journal of ConsumerResearch, Vol.25, December 1998, pp.262-275.Key points:• An analysis of promotion appeals of volunteering based on group need andpromises of recognition• Conclusion: ‘Promotional appeals based on group need and promised recognitionare effective only when they are used in combination’199940. Source: ‘ Encouraging Human Organ Donation: Altruism versus FinancialIncentives’, by Cosse, Thomas J. & Weisenberger, Terry, M – from‘Volunteerism Marketing: New Vistas for Nonprofit and Public SectorManagement’, Self, Donald R. & Wymer, Jr., Walter W. (editors), 1999.Key points:• A study examining the proposed use of financial incentive as a way to increaseorgan donation in the United States• Suggested lack of incentive to donate organ:o No incentive for donors to giveo No incentive for the medical profession or procurement coordinators toask people to give• Suggested financial incentive through either the establishment of a futures marketor a market based procurement system• Conclusion of study:o Limited support to use financial incentives to encourage organ donation47
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 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 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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