Volunteer Recruitment Using Social Media
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CVS CHESHIRE EAST Volunteer Recruitment and Social Media Dave Powell & James Gingell January 2017
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Transcript of Volunteer Recruitment Using Social Media
CVS CHESHIRE EAST
Volunteer Recruitment and Social Media
Dave Powell & James Gingell
January 2017
YOU THRIVEWE THRIVE
HELLO, NICE TO MEET YOU
We’re Thrive. A brand and digital communication agency proudly based in Beartown.
Hence the bears. Everyone asks!
12Brilliant People
6Years of
Graft
1LazyDog
YOU THRIVEWE THRIVE
WHAT WE DO
We work with ambitious brands, like yours, to help them achieve their communication objectives.
Creating great work that cuts through and connects. Great work that works.
Strategic Planning
Branding IntegratedCampaigns
Online Marketing
Design & Artwork
Direct Marketing
Websites & Apps
Photography Video & Animation
YOU THRIVEWE THRIVE
WHO WE DO IT FOR
Our client base is national and covers B2B, B2C and the Charity and Public Sector.
YOU THRIVEWE THRIVE
SOME CONTEXT
Before we get started on our campaigns, let’s take a look at the lay of the land.
o In 2014/2015, 14.2 million regular volunteers were active each month.
o On average, they contributed 11.6 hours of their time per month.
o 9958 registered charities within 40 miles of Goodwill Village Hall.
o 22,000 VAT registered businesses in Cheshire.
YOU THRIVEWE THRIVE
SOME CONTEXT
• 2001-2016 volunteer average age remains consistent.
• Average time contributed is the same it was 10 years ago.
o What, specifically, will you ask your volunteers do?
o How will volunteers be managed?
o How can they express an interest?
o What’s the selection process/criteria?
o Be clear on timescales/deadlines.
YOU THRIVEWE THRIVE
IS YOUR TARGET AUDIENCE ON SOCIAL MEDIA?
• Yes, most likely!
• 43.6 million UK adults (84%) use social media.
• 33.4 million adults (66%) use it every day.
YOU THRIVEWE THRIVE
PLANNING YOUR CAMPAIGN
Before launching your campaign, it’s important to get clarity on the basics.
o What, specifically, will you ask your volunteers to do?
o How will volunteers be managed?
o How can they express an interest?
o What’s the selection process/criteria?
o Be clear on timescales/deadlines.
YOU THRIVEWE THRIVE
PLANNING YOUR CAMPAIGN
Research. Get to know your target audience, so you can communicate with them effectively.
o Talk to existing volunteers to understand why they choose to be involved? Consider case studies.
o How do people view your organisation?
o Why would/should they get involved? What motivates them?
o How will your volunteers be rewarded?
o Use online tools, such as i-Volunteer (ivo.org).
YOU THRIVEWE THRIVE
LAUNCHING THE CAMPAIGN
Decide on the best platforms to use. Where can you expect the best engagement based on past experience? Where do you have the best following.
o Set a budget for the campaign.
o Use detailed demographic information to reach the right people.
o Agree a timescale for the campaign – you can always extend it.
YOU THRIVEWE THRIVE
LAUNCHING THE CAMPAIGN
Based on your planning and research, develop a clear message that will compel your audience to take action.
o Look at what others have done, what has worked and what hasn’t?
o Be creative. People are wired to remember ‘different’. When everyone else is drawing circles, draw a square!
o Get feedback on your ideas from existing volunteers.
YOU THRIVEWE THRIVE
LAUNCHING THE CAMPAIGN
Get others involved.
o Ask staff and volunteers to help promote the campaign – it’s likely a lot of their friends and contacts will be aware of the work your organisation does.
o Share successes and case studies to support the campaign.
o Don’t be afraid to ask others to spread the word.
YOU THRIVEWE THRIVE
CAMPAIGN MANAGEMENT
Monitoring your campaign is essential. You may need to adapt it to meet your objectives.
o Test and learn. Don’t be afraid to try different messages to find out what works best.
o Closely monitor the level of engagement and respond to comments and questions promptly.
o Encourage staff and volunteers to keep the conversation going –you could even consider a reward scheme.
YOU THRIVEWE THRIVE
CAMPAIGN MANAGEMENT
Document the results of your campaign for future reference.
o Did you achieve your recruitment objectives?
o Which platforms worked best for you?
o What could you do better next time?
YOU THRIVEWE THRIVE
SUPPORTING THE CAMPAIGN
The truth is, it’s likely your campaign will not reach it’s true potential from using Social Media alone.
o Social Media, like Press or TV is a channel.
o Like all broadcast media it’s function is typically to get people to another destination. E.g. a landing page on your website or a recruitment event.
o Support your campaign in print, local press and with out-of-home advertising.
