This document provides guidance on planning and running a social media campaign to recruit volunteers. It recommends researching the target audience and their motivations, developing a clear message to compel action, monitoring the campaign and adapting as needed, and documenting results for future reference. It also stresses using social media as one part of a multi-channel campaign and directing people to other destinations like a website for more information.

1. CVS CHESHIRE EAST
Volunteer Recruitment
and Social Media
Dave Powell & James Gingell
January 2017

2. YOU THRIVE
WE THRIVE
HELLO, NICE TO MEET YOU
We’re Thrive. A brand and
digital communication agency
proudly based in Beartown.
Hence the bears. Everyone asks!
12
Brilliant
People
6
Years of
Graft
1
Lazy
Dog

3. YOU THRIVE
WE 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 Integrated
Campaigns
Online
Marketing
Design &
Artwork
Direct
Marketing
Websites &
Apps
Photography Video &
Animation

4. YOU THRIVE
WE THRIVE
WHO WE DO IT FOR
Our client base is national and
covers B2B, B2C and the Charity
and Public Sector.

5. YOU THRIVE
WE 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.

6. YOU THRIVE
WE 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.

7. YOU THRIVE
WE 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.

8. YOU THRIVE
WE 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.

9. YOU THRIVE
WE 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).

10. YOU THRIVE
WE 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.

11. YOU THRIVE
WE 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.

12. YOU THRIVE
WE 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.

13. YOU THRIVE
WE 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.

14. YOU THRIVE
WE 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?

15. YOU THRIVE
WE 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.

16. YOU THRIVE
WE THRIVE
THANK YOU
You thrive. We thrive.
01260 281546
hello@thrive-creative.co.uk
Any questions?