~~ The Electronic Gazette for Volunteerism
RECRUITING AND RETENTION
Visit this page for ideas,
suggestions and hints to build recruitment capacity.
- Looking for Volunteers for an
Arts Organization-Advertise at the Bowling Alley
- Tips on Virtual Volunteering
- Branding and Your Volunteer
Program - Part Three
- "What's in a Name?"
Looking for Volunteers for an Arts
Organization - Advertise at the Bowling Alley
Arts patrons and volunteers have often been mythologized as
snooty, wealthy and elitist. That appears to be making a dramatic
change. Over the last ten years the number of people visiting
museums or attending operas, plays and classical musical concerts
has increased to 100 million or roughly half the US population.
A new study of leisure activities shows that today's theatre goer
is as apt to see a production of King Lear as visit the local
A survey of 40,000 households by Mediamark, as reported in
American Demographics in June, analyzed the way people spend money
and time during their leisure hours. Here are some snapshots from
- There is a correlation between those who attend National
Hockey League games and patronage of museums and live theatre.
- There are some National Football League fans who love jazz
and Christian rock music.
- Adults enrolled in continuing education programs are patrons
of the arts.
- Museum patrons watch dance performances and go to zoos.
- The Ordway Performing Arts Center and the Minneapolis Institute
of Arts have as their primary competition for visits the games
of the Minnesota Twins.
Might be time to re-think those recruiting strategies. Partnering
with the local sports team or bowling alley might bring a whole
new crop of volunteers.
Tips on Virtual Volunteering
Before you race into virtual volunteering check out this wonderful
resource: The Virtual Volunteering Guidebook by Susan Ellis and
Jayne Cravens. It is a free 133 page electronic book that tells
how to recruit, manage, and evaluate volunteers who do their work
on the Internet. You can find it at http://www.energizeinc.com/art/elecbooks.html.
The Virtual Volunteering Project also has information. Here
are some locations.
- The Virtual Volunteer Safety Page: http://www.serviceleader.org/vv/safety
- General Conduct and Safety Manual: http://www.serviceleader.or/vv/safety/youth
- Safely Bringing together Adult and Youth Online Volunteers:
Branding and Your Volunteer Program
~ Part Three ~
This is the third in a series on "branding." (Previous
articles can be found in the "Archives" of Volunteer
Today the June and July 2001 issue). The topic for August is image.
The image of an organization is played out in how it presents
itself to its staff, clients/members, funders, and the public.
Listed below are descriptions of image, as perceived by stakeholders.
The second element of a brand helps you assess your organizational
image as they relate to brand. Next month, the topic is the element
of branding, "culture."
Who are the people with a stake in the organization?
- This probably includes volunteers, people who receive the
services of the volunteers (either directly or indirectly), the
staff who manage the organization, and those in the community
who are impacted by the program.
A question for you
Write your stakeholders here:
What do the people with a stake in the program want most
from the organization?
- Volunteers want to be respected by their families, other
volunteers, staff, the people they serve, and by the community
at large. If an organization serves clients they want to be respected
as they receive a service. So the brand image-how you use pictures
of your stakeholders, for example, should always convey respect.
A question for you
- Ask some stakeholders what they see as the values communicated
by the organization in its publications, building, offices, printed
or media material.
- Compare what they say to the list of values you made in last
month's assessment. They should match.
How do you communicate values of the organization to
these various stakeholders groups?
- In order to test whether people are seeing your "brand"
accurately you must test that the image and the values are the
same in people's minds. This requires assessing the way you communicate
with various stakeholder groups. For example, if you really are
an organization that values "diversity" ---- How is
that communicated? What pictures or graphics appear in publications,
flyers, training manuals, the volunteer manual, that convey that
topic? Who represents the volunteer program in leadership and
visible position? Do they represent your value of diversity?
Are you tracking the statistical diversity of your program with
data analysis that is then shared with everyone?
A question for you
Take each value you listed above and write down how you are
communicating that to the various stakeholder groups you identified.
"What's in a Name?"
In the fall of 2000, the Network of Directors of Volunteers
in Texas conducted a survey on the various titles held by those
managing volunteers. Here is a sample.
- Volunteer Coordinator
- Director of Volunteer Services
- Executive Director (Yep, board members are volunteers, too!)
- Coordinator of Volunteer Services
- Director of Community Relations
- Director of Volunteers
- Volunteer Services Manager
- Community Liaison
- Community Relations Director
- Director, Department of Volunteer Services.
The original list has 83 titles, and that is just for Texas.
And you wonder why people are confused about who we are and what
DAILY POINTS OF LIGHT
AWARD FORMS AVAILABLE
The Points of Light Foundation
has forms available to nominate volunteers and volunteer organizations
for the Daily Points of Light Award. It is designed recognize
individuals and groups that demonstrate unique and innovative
approaches to community volunteering and citizen action, with
a strong emphasis on service focused on the goals for children
and young people set by the Presidents Summit for American's Future.
The award is given five days a
week, excluding holidays. If you would like nomination forms,
contact Crystal Hill at 202-729-8000.
By calling 1-800-VOLUNTEER
in the U.S., individuals can be connected to their local volunteer
This is a national interactive
call routing system designed to get volunteers connected to people
who can help them volunteer.
Copyright 2001 by Nancy