~~ The Electronic Gazette for Volunteerism
RECRUITING AND RETENTION
Visit this page for ideas, suggestions
and hints to build recruitment capacity.
- Volunteering in Japan and the
- Four Steps to "Hiring"
- Culture and Online Behavior
Volunteering in Japan and the US
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
- 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
- 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
Four Steps to "Hiring"
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 -
- Use your organization's image, mission, and reputation in
clever ways, especially electronically to draw in those who might
- 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
- Be sure to include information on the positions available
on your Web site, but also about the working conditions
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
Culture and Online Behavior
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
- 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.
|Internet users with three years experience
|Internet users with less than three years
Research Done Online
| General Market
Research Done Online
| General Market
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,"
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