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"People
don't buy products, they buy the expectation of benefits."
Theodore Levitt
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"Volunteering
can provide a space and a place for every citizen - regardless
of their gender, age, background, race, religion, knowledge or
skills - everyone can make a contribution, and in the process
learn and personally benefit from the experience."
John May
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"In
an 'age of uncertainty' we desperately need to develop our hopes
- without hope, without the idea that things can be better and
should be different - we are left only with despair."
John May
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"Volunteer
recruitment is a multiphased process and requires a combination
of approaches....insisting that "word of mouth works best," also
noted that "no one recruitment or media effort works best all
the time." It is likely that a variety of recruitment efforts
is effective together-not only because different approaches are
targeted to different potential volunteers but also because the
same people may be reached multiple times."
Lucy Rose Fischer & Kay Banister Schaffer
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"A
telling example of how service agencies and membership organizations
are currently missing the mark is the universal wail - "People
don't read any more! Rather we would do well to realize that some
of our best literary and musical creative talent is going into
30 and 60 second commercials whose impact on behaviour of people
is tremendous."
Harriet H. Naylor
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Table
Of Contents
The
Six R's of Recruiting
REVEAL
Reveal
your recruitment message to the world through numerous forms of publicity.
Newsletters, flyers, the internet, faxes, telephone, newspapers, radio,
television, etc. Question: What are two of the most read sections
in a newspaper? Answer: The classifieds and letters to the editor.
Is your recruitment message ever found in these sections?
The
words below have been found to 'spark' the most interest from people:
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gain
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health
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save
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achieve
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earn
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profit
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win
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discover
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new
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love
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easy
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results
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avoid
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get
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you
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guarantee
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Are
any of these words contained in your written recruitment material-brochures,
flyers, business cards, media releases and other advertising?
Many organisations when writing recruitment messages to attract volunteers,
write about the tasks the volunteer will perform. Your recruitment
message will have more 'punch' if you include information about the
advantages and benefits to the person if they become a volunteer.
Aim to write material that will 'grab' the prospective volunteer's:
Attention, Interest, Desire and motivate them into Action to join
up.
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"According
to research...the regular viewer of commercial television sees
an average of 12 minutes of advertising per hour; or 90 TV commercials
a day. To television, add the mix of print advertising, posters
on every shopfront and railway station, magazines and newspapers
etc. By some counts this adds up to people being exposed to
245 advertisements every day...The intensive, inventive world
of advertising can challenge us to think differently, competitively,
creatively. Thinking in advertising terms, forces us to think
in terms of consumer benefits. Without an advertising budget
we have to think smart."
Joan Modder
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