The motivation to volunteer differs from culture to culture. The Japanese Economic Planning Agency recently completed a study comparing stated reasons for volunteering by Japanese and US volunteers.

• In Japan 75% of the volunteer respondents said they volunteered to insure the continuation of activities or institutions from who they or their family benefit, in the US it was less than 70%
• 87% of US volunteers said they volunteered because those who have more should help those who have less, in Japan, 65% of the volunteers said this was a motivator.
• 75% of Americans said they volunteer to give back to society some of the benefits they have received. 50% of the Japanese listed this as a motivation to volunteer
• Close to 90% of US volunteers said they did it for personal satisfaction, not quite 50% of the Japanese listed this as a motivator.
• 70% of US volunteers said they volunteered to serve as an example to others, that was true of only 35% of the Japanese.

Taken from a report in the Osaka Voluntary Action Center Newsletter

Recruiting volunteers is a marketing function. The organization is asking the volunteer to use his or her leisure time to "purchase" a volunteer opportunity. Put in this context, it means the volunteer manager is best served by "selling" that position to a likely buyer.

This means knowing who is currently "buying" the volunteer position and what appeals to them, identifying and targeting potential new markets that are attracted to the organization and/or its mission. It is developing strategies to attract the right people. In an age of electronic recruiting it is critical to put your best foot forward. Here are four steps to help you get a jump on your competitors.

Step 1 - Attracting volunteers:

• Use your organization's image, mission, and reputation in clever ways, especially electronically to draw in those who might be interested
• Bone up on relational marketing techniques (this means that overall advertising campaigns are tied to volunteer appeals and vice-versa). Volunteers know about your organization from ads that are not related to recruiting, this is how they form opinions about you.
• Be sure to include information on the positions available on your Web site, but also about the working conditions

Step 2 - Sifting for the right volunteer:

• Recent studies show that 60 people can apply for a volunteer position, but only one ends up as a volunteer. You need to make sure it is the right one.
• Use a sophisticated on line application and screening devices. This means putting in questions to eliminate anyone who cannot meet the requirements of the position. For example, if the job requires work during school hours for children, the sifting process should eliminate those who cannot meet expectations.
• One clever program has a profile of the successful volunteer for certain positions. They measure all applicants against that profile. Saves time in talking to those 60 people, not all of whom can do the job.

Step 3 - Immediate contact with the potential volunteer:

• Be quick with the follow-up. This is a perfect job for a volunteer recruiting team member.
• 24-48 hours after a person completes and submits the screening documents, they should be in touch with a live person representing the organization. Slow paced contact is a sure-fired way to send the volunteer to another organization.
• Provide accurate information to the potential volunteer about the position, organization, training requirements, and starting dates. People indicate an interest in volunteering when they are ready to work. Telling them they have to wait for a month can send them away.

Step 4 - Sign up the volunteer:

• In marketing this is called "closing the deal" and should be done by an experienced and trained volunteer, or the manager of the program.
• Tell the applicant why their unique skills and talents is a match for the program and volunteer position in question.
• Develop a relationship with the candidate. They want to become part of the family, and the recruiter is the first member they meet.

The Cultural Access Group, a marketing, research, and consulting firm from Los Altos, CA reported recently on research on the behavioral differences of certain ethnic groups, related to the Internet. All users, regardless of race or ethnicity, find the Internet to be a positive addition and make their life easier. African-American's, however, are far more skeptical about its overall benefit to society. On the other hand, Hispanics/Latinos are more optimistic about its value than the general population.

Hispanics and African-Americans say the Internet helps keep them connected to their own ethnic community.

• 73% of Hispanics felt this way, and 59% of blacks.
• 76% of blacks and 68% of Hispanics routinely visit ethnic oriented sites.
• African-Americans (52%) are extremely receptive to sites that they believe are specifically geared toward them.
• 46% of this group prefer going to such sites, rather than to more generic locations.

This mistrust of the Internet requires delicacy when creating online recruiting sites. Cultural differences can impede the success of an online recruiting effort, if care is not taken.

For more details on this report or to download a copy visit the Cultural Access Group Web site - http://www.accesscag.com

From American Demographics, April 2001, "True Colors," pg. 14

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.

1-800-VOLUNTEER

Copyright 2001 by Nancy Macduff.

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