Table of Contents 6 2012 OVATION Awards Winning Entries

volunteering. Specific measurables over a five‐week online campaign – March 7th 2011 to April 10th
2011: • Target Impressions: 65 million impressions
• Target Visits to Website: 65,000 unique visitors
• Target Click Through Rate: Search 1% and Display Advertising 0.07% (industry standard rates)
• Target Matching Tool Usage: 2,000 volunteer opportunities; 25,000 visits to matching tool
• Target Facebook Likes: 5,000
• Target media coverage: coverage of both launch event and web campaign launch in at least two
national media outlets; and local, cross‐country coverage of workshops at campaign stops
2. To support the charitable and non‐profit sector with tools and resources to help organizations better
attract and retain today’s volunteers. • Target workshop attendance: 30 organizations represented at
each regional event
• Target voluntary sector partnerships: highlight the leadership of one non‐profit organization at each
workshop, by partnering as co‐hosts
• Target voluntary sector impressions: increase visibility of campaign by becoming a leading source of
expertise for volunteer‐involving organizations
• Target tools outreach: raise awareness of new tools and resources by directing at least 1,000 nonprofit
professionals to the Get Volunteering website after each tool launch
Solutions Overview As discussed, the new research uncovered a profound shift in today’s volunteers:
while Canadians truly are motivated to make a difference and give back, they also want to gain
something from their volunteer experiences. It is no longer
enough for organizations to only promote what they need done. Rather, organizations need to take into
account the skills, interests, and abilities of volunteers.
Volunteer opportunities need to take this "two‐way" relationship into account to build truly lasting
volunteer relationships. The research also uncovered that volunteers have different goals and desires
depending on their life stage. Informed by the research, we created an overarching campaign strategy,
called “Get Volunteering,” that would against each target group to consider volunteering by giving
something and gaining something.
• Youth: Give back and gain new skills, new friends, new perspectives, etc.
• Families: Give back and gain an opportunity, pass on values, family time, etc.
• Professionals: Give back and gain more opportunities to network, new skills, etc.
• Boomers: Give back and gain new networks, boost your health, reduce stress, share skills, etc.
This strategy allowed for customized messaging for each target group, while also reinforcing that while
giving back is a primary motivator, people also expect to receive personal benefits.
First, we created the website, getvolunteering.ca, which asks users: “what do you want out of life?”
Visitors are then able to see creative examples of the many ways volunteering can help fulfill their
individual “wants” including: “I want a resume that gets noticed,” “I want to start a movement,” “I want
my kids to learn early that it’s good to help,” and more. By clicking on each “want,” visitors see creative
examples of the many ways Canadians are jumping on the volunteer spirit. The website also features a
number of tools and resources to inspire prospects to “Get Volunteering.” Some of the innovative and
exciting tools featured on the website include:
• Matching Tool: The first‐of‐its‐kind national volunteer database that enables Canadians to find great
volunteer opportunities that match individuals’ unique skills, abilities, and interests, with meaningful
volunteer opportunities. The partners collaborated with q media solutions (founders of GetInvolved.ca),
to enhance the volunteer matching capabilities that were already a part of the original GetInvolved.ca.