Recruiting volunteers - a manual of good practice - WCVA
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Recruiting volunteers a manual of good practice
Contents
Introduction 4
‘Volunteering is the commitment of time and energy Acknowledgements 4
for the benefit of society and the community and can 1 A question of context 5 5 A question of diversity 25
Know your organisation 5 What do we mean by diversity? 25
take many forms. It is undertaken freely and by choice,
Why do you want volunteers? 5 Why diversity matters 26
without concern for financial gain’ Know your existing volunteers 6 Assessing and monitoring diversity 27
What do people think of 7 How to increase volunteer diversity 28
FROM THE VOLUNTARY SECTOR SCHEME, NATIONAL ASSEMBLY FOR WALES, 2000 your organisation? Diversify roles and opportunities 28
Identify and remove barriers 28
2 A question of preparation 8 Target recruitment at 29
Get your house in order 8 underrepresented groups
Develop a positive 30
Clarify volunteer roles 9
WCVA represents, supports and campaigns for voluntary Develop a strategic plan 10
organisational culture
Develop support systems 30
organisations, volunteers and communities in Wales Step 1 set realistic targets 10
Step 2 decide who to reach and how 11
Step 3 draw up a plan 12
6 A question of choice 32
A two– way process 32
WCVA Head Office North Wales Office Mid Wales Office
3 A question of approach 14 Using selection criteria 32
Baltic House 13 Wynnstay Road Ladywell House
Mount Stuart Square Colwyn Bay Newtown General approaches 14 A selection process 33
Cardiff Bay Conwy Powys Targeted approaches 15 Collecting volunteer information 34
CF10 5FH LL29 8NB SY16 1JB Information distribution 15 Vetting procedures 35
Tel: 029 2043 1700 Tel 01492 539800 Tel: 01686 611050 Direct mailing 15 Saying ‘no’ 36
Fax: 029 2043 1701 Fax 01492 539801 Fax: 01686 627863 Newsletters and e-groups 16
Minicom: 029 2043 1702 Website 16 Afterword 37
help@wcva.org.uk help@wcva.org.uk Word of mouth 16
help@wcva.org.uk www.wcva.org.uk www.wcva.org.uk Developing links 17 Appendix 1 38
www.wcva.org.uk Talks and events 18 A model volunteering policy
Recruitment campaigns 19
WCVA Helpdesk 0870 607 1666 Spontaneous approaches 20 Appendix 2 42
Legal issues
4 A question of communication 21
Appendix 3 47
Volunteer motivation 21
The Investing in Volunteers Standard
Potential barriers 21
Effective recruitment messages 21 Appendix 4 50
Adapting the message 22 Managing Volunteers National
March 2006 Good design 22 Occupational Standards
ISBN 1 903416 73 6 Appropriate language 22
WCVA members £5.00 The right emphasis 22
Non-members £7.50 To suit the occasion 23
Make it easy to respond 23
Registered Charity 218093. Company Limited by Guarantee 425299. Registered in Wales. March 2006 The messenger and the message 24
Designed at Design Stage 029 2046 5366 www.designstage.co.uk
Introduction 1 A question of context
1 A question of context
Volunteers are the backbone of our society. Further information about the project is available Know your organisation
Many organisations simply would not function on request from:
without them: 90 per cent of voluntary WCVA This may seem an obvious starting place! The point is that a guide like this aims to be relevant
organisations in Wales are entirely volunteer Baltic House to many kinds of organisation. You, the reader, will know what is unique about your particular
Mount Stuart Square
led and managed. In other cases, volunteers organisation, why it exists, what values it most deeply espouses, its story to this point, the
Cardiff Bay
complement and enhance the work done by CF10 5FH challenges and hopes that it faces and the local and national landscape in which it functions.
paid staff. Either way, the maintenance of a
Tel 029 2043 1700 All of this provides the context for exploring how to successfully recruit volunteers.
steady and appropriately balanced volunteer
Know your organisation
email volunteering@wcva.org.uk
team is a constant challenge.
Turnover or ‘loss’ of volunteers is inevitable - and Why do you want volunteers?
is not necessarily a bad thing: volunteers may
Possible reasons for organisations
move on for positive reasons such as finding paid
work, and a regular intake of new volunteers helps
Acknowledgements Firstly, why involve volunteers at all?
In the case of most voluntary organisations, with paid staff to involve volunteers:
to keep an organisation fresh and vibrant. There I would like to acknowledge the many everyone is a volunteer! For the remaining 10 per
cent or so who employ paid staff, the question • to bring a range of perspectives and
may be new opportunities to consider, involving individuals and organisations who have
needs more thought. backgrounds to the organisation
volunteers in short term or group tasks. As anyone contributed in different ways: through
with responsibility for managing a programme their participation in workshops, training Volunteers may bring value for money but they • to extend a service
Why do you want volunteers?
involving volunteers knows, volunteer recruitment events, Volunteers’ Week and the Promoting do not come ‘cost free’. The greatest value that
needs to be continually on the agenda. If only Volunteering project. It is their gathered • to concentrate on particular activities
volunteers bring to an organisation may not be
there were a simple ‘quick fix’ solution that would experience which has culminated in this or issues
counted in economic terms at all: perhaps it is
bring in the volunteers we need! But there isn’t. publication. the friendship they can offer to beneficiaries, • to work flexibly, in different locations
What works for one organisation is not necessarily for example, their connections with the wider
Thanks also to colleagues who have and at irregular times
going to work for another. community or the credibility that comes from doing
supported and assisted the process of writing, • to increase credibility with the
This book is about questions and key principles; it a job by choice, and for no financial reward.
editing and production, and who have been community, donors, clients or other
does not offer easy answers. Organisations need to generous in their encouragement. Unless you know why your organisation involves
stakeholders
address questions and to apply principles to their volunteers and what ‘value’ volunteers bring, you
own context and the practical tasks suggested in This publication would not have been are unlikely to inspire others to come ‘on board’. • to pioneer new ways of working; to
each chapter are designed to encourage this. It may possible without financial support from the provide evidence to support funding
be useful as a tool for planning and as a framework Big Lottery Fund. applications
Secondly, what do you want volunteers to do?
for professional development. Alternatively it may be There may be core activities, which you rely on
Fiona Liddell • to be the human face of the organisation
used as a guide to dip into for ideas or information. volunteers to fulfil. Are there additional tasks or roles
WCVA
The contents of this publication draw on the March 2006 for one or more volunteers, supposing one or more
experience of organisations in Wales during a three- people with the right skills and interests were to
year lottery funded Promoting Volunteering project. come your way? You might want to think in terms of
Where case examples have been used, the names of one-off activities as well as regular tasks, and build
organisations and individuals have been changed to up a kind of ‘wish list’. Can you explain and justify
preserve anonymity. each of these roles in terms of the overall vision and
purpose of your organisation?
1 A question of context
If your organisation employs paid staff, you will A residential charity employed a warden, What do people think
need to decide what it is right and proper for who lived on the premises. The warden’s wife Practical tasks:
paid employees and for volunteers to do. Does naturally got involved in the day-to-day life of of your organisation?
everyone understand how the roles of volunteers the centre on a voluntary basis, for example 1
Ask individual members of staff,
and paid staff complement one another, and who is greeting visitors, tending the garden and Some organisations are fortunate to have a members of the management
accountable to whom? serving in the shop. committee and volunteers why the
strong and positive ‘brand’ image. Others, for
Sometimes the warden’s wife would convey example those who work with a marginalised organisation involves volunteers.
information or requests to domestic staff Write down their answers.
client group or an unpopular cause, have to
on behalf of visitors, on matters of catering What do you think are the most
Know your existing volunteers
work with public perceptions that are often important reasons?
or housekeeping. On one occasion a staff
member was unhappy about a request that negative. The challenge for recruitment then Have a look at the list of reasons given in
had been made. She felt awkward: it was not lies in: this chapter. Are any of these also true for
easy to challenge the boss’s wife, and yet if your organisation?
• addressing popular fears and assumptions by
the request did turn out to be misguided, who
presenting relevant positive information 2 Make a list of the main tasks that
‘carried the can’ then?
have to be carried out within your
• identifying and targeting those who are likely to
organisation.
have a greater empathy for the cause
Which need to be done by a paid
Either way, gathering information - directly by
employee?
surveys, focus groups or chance conversations, or
Know your existing volunteers indirectly by looking up relevant research carried out Which could involve volunteers working
with an employee?
What do people think of your organisation?
by others, will help you make decisions about where
Your existing volunteers are a valuable mine of A helpline organisation conducted a survey to recruit and what messages to get across. Which can be undertaken by volunteers?
information. Understanding who they are, why of existing volunteers. The results provided Does your analysis suggest any new ways
a valuable overview of the mix of people for involving volunteers?
they are with you and what volunteering has
who currently volunteer, their inspiration
meant to them will help you to attract others. and motivations and the ways in which 3 Conduct a survey of existing volunteers
volunteering has benefited other areas of to find out what they get out of
A look at the overall profile of volunteers in terms
their lives. the experience. Remember to ask
of their age, background, language and so on will
volunteers’ permission to quote their
also show you where the gaps are. You may want Volunteers were asked what they would say comments in your promotional material.
to address these by targeting recruitment toward to encourage others to give their time; their
specific kinds of people (see chapter 2). responses have inspired a new range of
promotional posters and postcards.
Key points:
The survey found that working was no barrier
to volunteering as many volunteers were • The secrets of successful recruitment are
in full time jobs. Distance was no major specific to your organisation. You need to
barrier either, with one in seven volunteers discover what works for you.
travelling more than 20 miles to their place of
• Ensure that the organisation as a whole
volunteering.
knows why you involve volunteers and
Almost one in four volunteers was recruited by how they contribute to the organisation’s
word of mouth and a further one in four had main purposes.
responded to reports in the local media.
• Your existing volunteers are a source of
valuable information, which will help you
in planning recruitment.
2 A question of preparation
2 A question of preparation
Get your house in order Clarify volunteer roles
If a friend calls round to my house I am Preparing for volunteers - checklist: A volunteer role description helps to clarify exactly what you need a volunteer to do and what
usually happy for them to come on a ‘take 4 clarify budget and staff resources the boundaries are, for example in terms of time, geography or limit of responsibility. Write or
me as you find me’ basis. But the more for volunteer management revise volunteer role descriptions for each main area of volunteer work.
visitors I am expecting the more I need to 4 define broad aims of volunteer
think about practicalities such as parking, programme Identifying the role and the qualities required:
catering and how I will ensure that no-one 4 outline specific role descriptions Title: Give the role a clear and descriptive title
feels left out. What’s more, if the friend who 4 develop a volunteer policy Purpose: What is the main purpose and context?
Get your house in order
called round then came to stay on a long term
4 set up a system for payment of expenses The volunteer role The volunteer
basis, I would want to come to some mutual
4 check that adequate insurance cover
agreement about bathrooms, mealtimes, Main tasks: What do you want done? What skills, experience, attitudes or
is in place
household expenses and the like. qualities are required?
4 carry out risk assessment of key
There are practicalities to consider when involving volunteer roles Time and place: Set hours or flexible? Estimate min/max time commitment
volunteers and it is helpful for everyone to know Location of work? Are there access implications?
4 check that volunteers’ personal data is
where they stand.
kept in accordance with data protection
Working with: As a team or alone? Do you need a reliable team
Use the checklist to identify whether your legislation
Accountable to? member? …or someone who can
Clarify volunteer roles
organisation is ready to welcome volunteers. 4 prepare staff, clients, existing volunteers work independently?
A volunteer policy should set out procedures for to welcome new volunteers
Support: Induction, training, support and Do you need someone who will ask
recruiting, supporting and protecting volunteers. A 4 prepare appropriate information for supervision. for help when they need it?
model policy is given in Appendix 1. volunteer enquirers Is training or supervision
Is there a trial period?
Information for volunteer enquirers would include 4 clarify arrangements for interview, Is equipment provided? compulsory?
the type and range of voluntary work available, the selection, induction and any initial Are expenses paid? Does a volunteer need to supply
application and selection process and any essential training materials or equipment?
requirements such as preliminary training, criminal 4 review systems of supervision Benefits: What will a volunteer get out of this? What might motivate
record checks or vehicle ownership. This may be and support someone to do this?
covered in an initial interview or provided in an
information pack.
The next step is to determine what qualities and Keep an eye open for opportunities to respond
attributes someone would need to have in order flexibly. If a volunteer does not fulfil all essential
to fulfil each role. Be realistic. You may dream of criteria, for example, could the role be shared or
someone with ‘top notch’ administrative skills adapted?
who is brilliant on the computer, but the job may
We began by concentrating on the needs of the
be adequately done by someone who has an
organisation in order to define the task. Now we
organised approach and basic computing literacy.
are beginning to formulate a picture of the kind of
Keep a ‘bottom line’ approach: specify minimal
person who might have the abilities and the interest
More about the recruitment and selection process criteria in order to be as open and accommodating
in undertaking that role. This is the springboard for
is included in chapter 6. as possible to the different needs and abilities
developing a recruitment strategy.
of volunteers, while at the same time not
compromising your core standards.
2 A question of preparation
Develop a strategic plan Step 2: Decide who to reach and how
You know how many volunteers you want and Ask yourselves:
The problem with volunteer recruitment in A strategy helps to identify a reasonable, focussed by when. You have prepared volunteer roles and • What kind of person could do this?
and balanced amount of recruitment activity. It is thought about the attributes and qualities of a
practice is that either: • And where would we find such a person?
activity which can be recognised and supported potential volunteer. For this step it is best to get
• good intentions get overtaken by the by the organisation, and not left to the whim of an others to help you: volunteers, staff colleagues,
individual. It can be monitored and, whatever the supporters or committee members.
pressing events of the day - and we do
outcome, the organisation can learn from it.
nothing or Some techniques are suggested to get you thinking
creatively.
Develop a strategic plan
• we get overwhelmed with activity but
never feel we are doing enough
Two exercises to get you thinking
A Post-it pool
Step 1: Set realistic targets
Start with one clear question on which you need fresh ideas, eg, what kind of person might be
Your annual workplan or grant application may Example recruitment targets:
interested in X? Or how might we reach young people with an interest in Y?
commit you to recruiting a given number of
volunteers in a year. These sometimes daunting • to recruit three new volunteers to help Write as many ideas as you can on separate post-it notes.
figures are best broken down into smaller targets serve refreshments and two to join the Arrange similar suggestions together and think about the merits and implications of each group of
that you can begin to work with. The targets you maintenance team, by the end of the year ideas. Decide which are worth pursuing.
set may be influenced by the timing of training • to recruit in the next three months, one
courses, by questions of diversity or by the changing female and one male volunteer to work
requirements of volunteer projects. with identified volunteers with learning B Mind mapping
disabilities
Targets should include a target date. By working
The purpose is to highlight the strengths and opportunities in your organisation and in your local
with perhaps two or three short-term targets at a • to recruit during Volunteers’ Week,
context that could assist recruitment.
time you can gradually address a range of priorities three volunteers aged 25 - 45 years who
can give at least one hour a week as a Start with a large blank piece of paper and a felt pen.
over a longer period of, say, two to three years.
befriender Write up the name of your organisation and of your community and build up a ‘mind map’ of
strengths and opportunities. It might look something like this:
• to recruit eight volunteer sports coaches
(18 - 25 years) to start training in
ikffehj[hi ikhl[o lebkdj[[h_d] m[Xi_j[
September
Zk[ d[nj Ifh_d] mmm$lebkdj[[h_d]#mWb[i$d[j
• to recruit one or more volunteer d[m lebkdj[[h
administrators to provide a minimum fhe]hWcc[
seven hours administrative support per cW_b_d] b_ij
week e\ *&& ikcc[h i^em
lebkdj[[h Y[djh[
• to recruit at least two female volunteer
leaders to start in the autumn
ekh eh]Wd_iWj_ed ekh Yecckd_jo
• to increase the number of BME volunteers
by 20 per cent by next March h[Y[dj WY^_[l[c[dji beYWb fWf[h YWc[hW YbkX
• to increase the number of volunteers with e\ lebkdj[[hi
disabilities by 10 per cent in two years
jhkij[[_i`ekhdWb_ij f^eje]hWf^o
mehai^efi
10 112 A question of preparation
Are there any opportunities that you had not Marketing specialists talk of the ‘marketing mix’ to Your plan may look something like this and could be produced as a table in Word or as an Excel spreadsheet:
thought of? describe the total ‘package’ of product, price, place
and promotion. In the case of volunteer recruitment Example recruitment plan:
In the example above, for example, you might we also need to consider four elements: Date Action Who responsible? Outcome Cost
consider:
• the volunteer role
• getting your trustee to improve your profile in the
local media • benefits and requirements of the post
• the location - where are you trying to recruit?
• approaching the camera club with a view to
developing visual publicity material • promotional methods and messages
Write into the action column the most obvious
• including questions on volunteering in the survey Ultimately you need a plan which makes sense for
Develop a strategic plan
milestones, such as when key events are to take Developing a strategic plan:
of supporters your organisation and makes sense to the people
place, when publicity material needs to be
you want to attract.
• publicising new opportunities for volunteers on
the volunteering website
produced and when to target media publicity.
_Z[dj_\oh[Yhk_jc[dj
To take an extreme example, it would seem odd
for a low budget, community based organisation
Around this, add in other activities that may help jWh][ji
• thinking about how to make an impact at the achieve your target, such as general publicity,
summer show to send out glossy literature about local volunteer
making contacts with community leaders and
opportunities to contact names on a national
groups, revising information packs or preparing
database. On the other hand, a carefully
worded invitation to representatives of selected
other material. You may want to assign these Z[Y_Z[m^eje
Step 3: Produce a plan
organisations to attend an introductory evening,
activities to a month rather than a specific date.
h[WY^WdZ^em
Having gathered ideas and prioritised some or a house-to-house distribution of flyers in a local Use the column ‘cost’ for budgeting and monitoring
strategic approaches, you are ready to pin down a residential area might be worth considering. expenditure. In the column ‘outcome’ record
few actions and dates. Do not be over ambitious, information such as the number of enquiries or the
but try to include more than one approach - number of participants at an event. By using the fheZkY[WfbWd
perhaps some general and some more specific table as a working tool in this way, it becomes the
approaches. (Recruitment methods are discussed in basis of an evaluation report at a later date.
chapter 3).
Different promotional methods reinforce one
Practical tasks: Key points:
another. It may be the combination, rather than any
single method, which is successful. 1
Try out one of the techniques described • Get basic policies and systems in place
under Step 2 . before getting volunteers on board. A
A volunteer centre had an information What are the advantages of involving happy and well-run organisation is itself
stand in the town centre during Volunteers’ others in this kind of thinking? attractive to volunteers.
Week. It also had a regular ‘slot’ on the
2 Make a list of all the people, or kinds • Aim for a mix of recruitment methods and
local radio each morning, highlighting the
of people, who have a role to play approaches over the year. Be prepared to
benefits and opportunities of volunteering
in recruiting volunteers for your try something new, as well as what you
and referring to the location of the
organisation. know has worked for you in the past.
information stand.
Do you think there are some who might • Have some agreed targets and plans. You
During the course of the week, a number be able to play a bigger part than they may want to change them along the way,
of enquirers approached those at the stand currently do? but they will at least provide a common
saying something like ‘I heard you on the
focus and a momentum for action.
radio this morning and thought I’d come to
find out more…’ • Involve others in recruiting new
volunteers, as far as you can.
12 133 A question of approach
3 A question of approach
General approaches Targeted approaches
A baseline level of promotional activity builds General approaches to recruitment: Recruitment material - in written, spoken or visual form - is best put together with specific
up awareness of your organisation in the • Include information about volunteering in all target groups in mind. Information will be more relevant, recruitment messages more specific
community. Often it is aimed at a wide and your organisation’s leaflets, displays, website (see chapter 4) and the style and tone of communication will be more credible.
and other publicity materials.
unspecific audience. It may involve broad
• Brief all colleagues who attend public events It is more important to have a range of simple, ‘when you send a message to everyone in
messages about your organisation, its work
or speaking engagements and supply them well-prepared material aimed at specific sectors general you often end up speaking to no-one
and how people can support it or benefit with volunteer recruitment literature. of the population, than to have attractive in particular’
General approaches
from it. • Ensure that your organisation’s annual report and sophisticated material which attempts to RICK LYNCH, US AUTHOR AND TRAINER ON
Public relations (PR) work supports your recruitment does justice to the contribution made by communicate with everyone. VOLUNTEER MANAGEMENT
activity: people will know of your organisation, and volunteers and illustrates volunteer activity
will probably have views about it, when you more over the past year.
directly raise the possibility of volunteering. • Prepare your staff, management committee
members and volunteers so that they can Information distribution Direct mailing
Do not be tempted to think that these broad speak with knowledge and conviction.
approaches are all that are needed: people do have It should be possible to identify appropriate At its simplest, direct mail might involve writing
• Hold public events / open days, when people
an uncanny way of interpreting what they see and channels for disseminating information to the target to people who already have some contact with
Targeted approaches
can find out what you do.
hear as being relevant to other people and not to group you aim to reach. your organisation: those on the general supporter
themselves! • Build relationships with local media. Invite mailing list, for example, or those who attended
them to events and keep them informed of For example: a particular event. Research has shown that those
what you are doing. who have an existing link with your organisation are
• a student volunteering organisation includes
• Aim for regular coverage in the local press: information in the university handbook which is three times as likely to respond to your mailings as
A volunteer centre used to pay for a double
send press releases (eg, announcing new given to all new students; those who are ‘cold contacts’.
page feature article in the local paper during
Volunteers’ Week, giving information about developments) or letters to the editor (eg,
• a charity which specifically welcomes asylum It might involve reaching further afield: writing
volunteering opportunities with different expressing thanks for public support).
seekers as volunteers includes information in the to local businesses in the search for a volunteer
organisations in the area. At a cost of around • Attend selected events, eg, fairs, shows, treasurer, for example. Or it might involve acquiring
so that you are seen to be interested and welcome pack given to asylum seekers arriving in
£2,000, this consumed virtually the entire new lists of people to contact, such as households in
involved in your community. Wales;
Volunteers’ Week budget. a given post code area where there are one or more
• Send regular information to your volunteer • an organisation which encourages older residents over 50 years.
One year they instead sent a press release with
centre about volunteering opportunities. volunteers includes information in pre-retirement
information about local volunteer award winners Direct mail does have a poor reputation in some
Ask the centre to publicise them on the packs given out by a major employer;
and details of the services of the centre. The paper quarters. Don’t abuse it, and be sure to stay within
volunteering website www.volunteering-
followed up the lead and produced a double page • an organisation concerned with recycling the law. If you keep a database you may be required
wales.net.
feature, with photographs - at no cost. distributes flyers along with recycling bags used to register as a data user with the Data Protection
• You may want to respond to requests to talk to
by the local council in its doorstep recycling Register (DPR). Call the DPR on 01625 545740 to
The centre had money that year to organise a community groups.
collection service. obtain all the information you need.
volunteer ‘thank you’ event for the first time.
• If you produce a newsletter for volunteers,
Though primarily for volunteers, this was not also In order to monitor which channels of Members of the public can register with the Mailing
make it more widely available, eg, on the
without its PR value! communication are effective, you can add a code on Preference Service (MPS). If you use an acquired
website, or by leaving copies in public places.
the reply form to identify the information source, for mailing list, you should check it against the MPS
• Take photographs of volunteers in action.
example WP on forms included in a welcome pack, register and remove the names of those who
Use them (with volunteers’ permission) in
LC on forms distributed in leisure centres, and so on. have expressed that they do not want to receive
displays, publications and on the website.
unsolicited mail.
• Get yourself listed in directories and on
websites, especially where this is free!
14 153 A question of approach
Information about the Mailing Preference Service Word of mouth A direct invitation is one of the most successful Developing links
is on the website www.mpsonline.uk. There is a approaches to recruitment, and is also cost-free.
charge for organisations to access list information A high proportion of volunteers are recruited The main drawback is that the circle of people An approach to a local organisation such as a
(currently £50 + VAT for a one-off, regional list). because somebody asked them. What is more, invited tends to mirror those already ‘on board’. club, college or day centre can lead to a creative
research suggests that a significant proportion of In chapter 5, we discuss the value of widening the partnership with new volunteers getting involved
The website also includes details of similar registers people who do not volunteer, would consider doing diversity of volunteers. Alternative methods need to either on a group basis or as individuals.
for people who do not want unsolicited e-mails, so if somebody did ask them! be deployed, in addition to recruitment by word of
faxes or telephone calls. In this case, the initial approach is made to someone
The degree of success depends to some extent on mouth, in order to encourage interest from a wider who has authority within the organisation. They are
the personality and approach of the person who is range of people. the ‘gatekeeper’ to potential volunteers. They need
Newsletters and e groups asking. to understand what you are offering and to see clear
Targeted approaches
Recruiting by word of mouth: benefits for their own client group. If you win the
If you have something to offer that might appeal support of the ‘gatekeeper’, they will best advise you
to people who are members of other networks A volunteer centre held an information • be enthusiastic and sincere on how to communicate directly with the potential
or organisations, find out if you can contribute stand and display in various towns during
• be clear about what you want people to do volunteers, and who is best placed to do this.
something to their in-house newsletter or e- Volunteers’ Week. No volunteers at all were
recruited in Pwllheli (on a very wet day); • be honest about what the work entails
publication.
three or four were recruited in Caernarfon. • explain what training or supervision is An ecumenical church project based on a
Use your existing contacts: if, for example, you want But in Dolgellau and Bangor, 29 people provided decommissioned lightship in Cardiff Bay needs
to write a piece in the local church magazine and were recruited. On both these occasions a • say what you feel the benefits of the role regular maintenance work done on the ship.
one or more of your volunteers are members, then volunteer called Ben was present. The success might be This is usually carried out by a small, regular
work with them in composing something suitable, if is attributed to him. Angharad of the volunteer team of volunteers. The ship also needs
• say why you are asking this particular
possible sending it in their name(s). centre says ‘he is an ordinary guy, with an complete repainting once in a while.
person - what makes them a good person
easy- going manner. He got talking with
for the role Contact with the rehabilitation team at nearby
people easily. His enthusiasm for his own work
Website • remember that you are offering someone Cardiff prison resulted in a team of prisoners
as a volunteer just shines through.’ Unless
a positive opportunity, not grovelling for coming to paint the ship as a one off project.
A well-designed website, with plenty of links people came with a specific idea of where they
favours Not only has this saved the project a great
and easy navigation, naturally provides targeted wanted to volunteer, they mostly signed up to
Ben’s organisation! • if someone says ‘no’, it is not a failure - they deal of money and time, but the chance to
communication by allowing website visitors to select
will probably be pleased to have been asked work with the prisoners was worthwhile in its
information which interests them, and in the order
own right.
in which they want to see it. You may be able to mobilise staff, trustees, members
and existing volunteers to approach people they From the prisoner’s perspective, volunteer
There are websites where the section ‘want to
know, and to invite them to volunteer. Encourage work on the ship gave them valuable
volunteer?’ consists solely of a link to download
them to be positive in their approach. An opening experience and a chance to play a positive
an application form! Most website visitors who
line of ‘I don’t suppose you’d be interested but…’ part in a local community.
are thinking of volunteering are likely to have
questions they would like answered first. They is likely to be a non-starter, whereas ‘I’ve been
The prison continues to provide prisoner
will be interested to hear about what volunteers thinking, you would be just the person…’ might be
volunteers to help with manual work on the
have done and what difference this has made to considered more seriously.
ship on a regular basis.
the organisation, to the wider community and to Recruiting by word of mouth is not a substitute
volunteers themselves. More website visitors might for normal selection procedures. In effect, you are
be open to consider volunteering for the first time, if inviting people to apply in the usual way.
approached in the right manner.
16 173 A question of approach
Talks and events Recruitment campaigns
Giving talks or presentations in the community An organisation which promotes sporting
may be in the interest of general PR. If it is to be an activities for young people, runs family fun A campaign may simply involve intensifying A campaign may promote and boost support in
effective component of a recruitment strategy then nights in order to give new people a taste of activities which are carried out at low level an area. It helps to have the support of the whole
the following questions need to be addressed: what being volunteer might entail - as well as organisation, and other key members of the
throughout the year.
to give everyone a good time. Recruitment rates community too.
• Who do you most want to speak to? Can you from these events are high. For example, two to three months before a scheduled
actively seek opportunities to meet particular training course for new volunteers, an organisation A community organisation in Wrexham
groups? distributes more leaflets, more posters and issues a serves the local estate of some 14,500 people.
Recruitment campaigns
press release. Speaking engagements are scheduled Andrea, newly appointed volunteer co-
• What do you want people to do -focus on one or
to fall within this period as far as possible. This may ordinator, was keen to introduce the new
two specific roles rather than persuade people to An advice organisation holds four or five
happen several times a year, so that recruitment team and to regain momentum which had
‘volunteer’ in a general way. information sessions a year. A video of a
activity peaks and falls in a cyclical fashion. been lost during the changeover of staff.
client interview is shown and explained, and
• What questions and concerns is this group likely
application packs are distributed. Anyone A one- off campaign may be undertaken in order,
to have? Be sure to address these. A walkabout week was held, knocking on over
interested is invited to a personal interview for example, to get a new volunteer programme 3,500 doors and handing out information
• If people are interested, what is the next step, eg, and given a date to begin training. Volunteers off the ground. It needs to be well researched, well packs to promote learning and volunteering
to speak to you, fill in a questionnaire, sign a list are always recruited at least two at a time, so planned and well supported. opportunities. If there was no reply a return
or attend a briefing session? that there is peer support.
An organisation which provides voluntary visit was arranged. All staff and volunteers
opportunities for the over 50s, recruited volunteers were involved, along with police and housing
• How will you communicate your recruitment
with success for a new Cars for Carers scheme. officers closely associated with the project.
message? Is it the substance of your talk, in
Articles in the press reinforced the campaign.
literature handed out afterwards, or will you invite
people to sign a list and contact them afterwards? Eleven volunteers were recruited. The training
The idea arose because carers were in need
of transport for essential journeys. It was team also recruited new course members
Similarly, if an event is planned with recruitment in
also known that older volunteers were being and the youth outreach project gained new
mind, the same questions apply. At public events
rejected as drivers for a community transport recruits. ‘It was a huge amount of work’ said
such as a show, fête or information fair, you need
project, on the grounds of age (for insurance Andrea. The support of the chief executive
to be able to get across your message in around 15
reasons); they were feeling frustrated. After was crucial. She reminded us all that this was
seconds. Aim to generate a desire to find out more,
successfully securing insurance for older everyone’s business, not just the volunteering
rather than overload people with information.
drivers, a pilot study was undertaken with a team’s. We’re planning to cover the rest of the
Handing out a ‘freebie’ - a postcard, bookmark, special grant from the local authority. estate bit by bit’.
sticker or whatever - can provide opportunity to
engage in conversation and gives people your Carer representatives helped develop the joint
contact details to take away. scheme, which was launched with a radio
jingle and advertised by presentations to
groups, mailings to organisations and by word
of mouth. Fifteen drivers and three non-driver
volunteers were recruited and funding was
obtained for a paid co-ordinator. There are
plans to extend the scheme to other areas.
18 194 A question of communication
4 A question of communication
Spontaneous approaches Practical tasks: Volunteer motivation Potential barriers
1
Opportunities sometimes present themselves in Think of an organisation to which you Volunteers may be motivated by altruism, It is worth thinking also about what might
are committed, as a volunteer or active
unforeseeable ways. A topic under discussion in boredom, a desire for skills and experience put volunteers off, for example:
supporter.
the media may be a matter on which you have or for other personal reasons. Some are • misconceptions about the cause or client group
Draw a line representing your life and
something helpful to contribute, for example, mark on it any significant steps in the suggested below. For many, there will be • feeling inadequate or ill-equipped for the task
or a local school or business may decide to development of your commitment to this a mixture of motivating factors. Which are • not knowing what would be expected
‘adopt’ your cause for a year. organisation. For example, occasions or likely to be the strongest, in the case of • practical barriers such as physical access or
periods when you have benefited or been personal needs
people you are trying to attract? The aim is to
Such opportunities call for quick and flexible influenced by it, or participated in its work.
communicate with people in ways which are • concerns about the commitment of time expected
thinking, and perhaps an adjustment of the priorities What has been the relative importance for
Volunteer motivation
in your recruitment strategy. relevant to what really motivates them. • not sure if this is the right thing
you of
• not clear how to take things further
a. personal contacts
b. literature Why people volunteer: • too many unanswered questions
A volunteer sent a letter to the readers’ page of
Women’s Weekly magazine. It was a response c. practical involvement?
• to show commitment to a cause or client
to a published letter from an older reader 2 group; to be an agent of change; to be an
who complained of having nothing to do. The Collect a selection of promotional Effective recruitment messages
literature produced by other advocate or watchdog
volunteer explained about the work she did
organisations. If you were thinking of • to help people; for the sake of someone they
through an organisation which specialises in An effective recruitment message includes
volunteering, which would make the know; as a family tradition; to set a good
volunteering opportunities for older people.
most impact on you, and why? four key elements:
Potential barriers
She challenged the reader to do the same and example
gave a contact number. The head office (which Show your samples to selected
• to give professional skills or experience; to 1 the vision
had no knowledge of this correspondence), individuals of different age, educational,
develop or maintain skills Why does your organisation exist? How is it making
was surprised to be inundated with telephone social or cultural background. Find out
• to explore a possible career; to gain the world a better place?
enquiries from nearly a thousand people. what they react to positively. What do
they find off-putting? Do their responses accreditation or experience 2 the ‘roadmap’
Many volunteers were recruited, allowing the
work to expand into new geographical areas. tell you anything about how to target • to feel good; to gain status; to gain inside What will the volunteer be doing? How does this
different audiences? knowledge or access to services make a positive difference to your cause?
Effective recruitment messages
• to make friends; to work as a team; to have 3 hopes and fears
fun; to be with a different group of people; Address the concerns or fears a volunteer is likely
Key points: to get to know their community; to do to have, say how a volunteer might benefit from
something with a friend or family member getting involved.
• The variety of methods and approaches
• out of duty; to repay a debt 4 invitation to act
described are tools. Some will suit your
circumstances and serve your purpose • to do something other than the usual daily Make it clear what you are asking the person to do
better than others. occupation; an excuse to do something which next (eg, ring a given number, come to a meeting,
Taking things further: is enjoyed; for a healthier lifestyle; as therapy sign up or log onto a website).
• A combination of approaches is likely to
Check out the Media Trust Cymru section of the • to get out of the house; to give structure
be the best.
website www.wcva.org.uk for tips on how to write a and routine; to give meaning or purpose; to
press release, design newsletters and leaflets and how • Effective recruitment does not have to escape; to keep busy
to work effectively with the media. The website also cost the earth, but it does require time
includes a database of media contacts in Wales. • because it was convenient; because they
and careful thought.
were asked; because of who asked; because
they were in the right place at the right time;
because there was no-one else to do it
20 214 A question of communication
Adapting the message The emphasis of an effective message to these two Make it easy to respond
groups would be considerably different, because
the motivation for volunteering is different. It would be unrealistic to expect people to make the
Good design Appropriate language
leap from having never heard of your organisation
If you are using posters or leaflets to convey the Speak the language of your target group. Simple Adapt to suit the occasion to signing up as a volunteer straight away.
message, you will need to be short and ‘pithy’. and direct language is the best, using attention-
Remember that you communicate by visual images grabbing words such as ‘help’, ‘you’, ‘easy’, In the context of a presentation or event there are If your message makes sense, people may want to
and design, as well as in words. (Practical Task 2 at ‘discover’, ‘make a difference’. additional possibilities for communicating the basic explore the idea further. Make it easy for people to
the end of chapter 3 may have got you thinking about elements of your recruitment message. A quiz, express and explore their interest without forcing
this already). The cause that you are promoting, and even stories, pictures, visual objects, interviews, dramatic them to make a commitment. It may be easier to
the concept of volunteering itself, may mean presentation, letters from beneficiaries or a group sign up for an introductory evening, for example,
Someone with expertise in design will be able to different things to people of different cultures learning exercise, such as a case study discussion or than to sign up as a volunteer.
help you create publicity material in which the text, and backgrounds. Try to explain your message in
Adapting the message
problem solving exercises, - all can be used to bring
visual imagery and even the feel and shape of the language that will make sense, and avoid jargon. Making it easy to respond also means having the
your message to life.
publication combine to create a strong and unified right material to hand. It is not enough to vaguely
message. You may decide to involve a professional Remember that people take in information in invite someone to ‘get in touch if you want to
The right emphasis know more’. Better to ask if they would like to leave
designer, if you can afford to. Alternatively, the different ways: in pictures or in words, for example.
organisation REACH (www.reach-online.org.uk) People will respond best to recruitment messages They also respond to different kinds of information: you their name and address and be contacted by
may be able to put you in touch with a volunteer which reflect their own attitudes and motivations; to emotional content or logical reasoning, for you next week. Or at the very least to leave your
who has the expertise to help. some of the commonest fears and motivators have example. Reinforce basic messages in different ways name and telephone number and give them an
already been noted, at the start of the chapter. so as to ‘touch’ as wide a spectrum of the audience application form to take away.
REACH recruits and supports people with as possible.
managerial, technical and professional expertise The emphasis and order of the four elements of the
Make it easy to respond
and places them in part-time, unpaid roles with message outlined above can be varied according to Be sure to make it clear what you want a volunteer
voluntary organisations that need their help. There the target audience. For example: to do, and how this relates to the overall purpose of
is no charge for the service. the organisation
Either way, a designer can only work with the brief
they are given. Make sure that they fully understand Those motivated are likely to Recruitment messages to avoid:
the ethos of your organisation and what it is you mainly by… respond to appeals
that focus on… ‘There’s nothing to it - anyone could do it’
want to get across.
belief in a the organisation ‘We’re desperate, we’ll take anyone’
Rather than try to design a single leaflet for all
purposes, you may want to produce one general specific cause
‘We’ll cast our nets as usual and see
purpose high quality leaflet describing, for example, empathy the beneficiaries who turns up’
‘the vision’ and ‘the roadmap’ as described above.
the chance to the volunteer role ‘You’re a treasurer/Welsh speaker/black
Supplementary leaflets could be produced in-
learn or use skills person…we need you’
house and used in conjunction with this, giving
information which is more specific to different ‘I’m tired of doing this - anyone else prepared
volunteer roles and target groups. to do it?’
Take a further example: for those who lead busy
and pressured lives, time is a precious resource. The
‘I don’t suppose you’d be interested…’
decision to offer their time is a generous gift. It may
be that by volunteering they can secure a regular ‘I’ve been doing this a long time and am good
time to do something which they really enjoy. at it - but if anyone else thinks they can do it
For others on the other hand, finding something better, I shan’t stand in their way.’
to fill their time can be a problem. It may be that
volunteering can provide meaningful purpose, new
friends and a structure to the day.
22 235 A question of diversity
5 A question of diversity
The messenger Practical tasks: What do we mean by diversity?
and the message 1
Think of someone you know, who Diversity is about creating an environment in which all can thrive. It means celebrating
represents the kind of person you
It has been said ‘the messenger is the message’. difference, treating people fairly and recruiting on merit.
would like to recruit.
Certainly you will make an impression on people.
When you speak, your attitudes and enthusiasm Write a recruitment message of no more Equal opportunities legislation aims to prevent discrimination on the grounds of certain
come across as part and parcel of your message. than 100 words, including the four
attributes: gender, marital status, disability, race, and from 2006, religion, sexual orientation
elements outlined in this chapter.
You may want to think about how you can make and age. Diversity is a broader issue which takes into consideration the need for balance and
With the same person in mind, what do
What do we mean by diversity?
best use of other staff, management committee
you think might strengthen the message? variety with regard to a much wider range of attributes.
members, supporters, volunteers or clients in
eg, visual material, personal examples,
communicating recruitment messages. Or how local
factual information. The Diversity Wheel
personalities who are known to support your cause
might help. The same words from their lips rather 2
Make a list of all the positive things that
than yours will have a different impact. Different come to mind when you think of your
perspectives can be presented by quotations or existing volunteers and what they do.
Employment
stories if they cannot be represented in person. Special people or events, anecdotes,
status
personalities and qualities, examples of
Good recruiters will generally be those who are:
positive impact…anything at all. Language Religion
• s atisfied with the organisation and with their role
Keep these in your mind and use them as
within it
examples as you seek new volunteers. If
• enthusiastic about what the organisation does you are inspired and enthusiastic, it will
• articulate - able to express themselves well come across! Education Income
Age Gender
Key points:
Work Sexual Ethnic Work
• Recruitment messages include four basic
style experience
components: a vision, a ‘roadmap’, fears orientation heritage
and benefits and a call to action.
• Understanding what is likely to motivate
or to put off the people you hope to Family Geographic
attract will help you communicate in a status Mental/physical Race location
way they can respond to. abilities
• People take in and respond to information
in different ways. Use a variety of ways
of getting across your message, so as
to appeal to as wide a sector of your Communication Social status
audience as possible. style
Adapted from Marilyn Loden in Implementing Diversity. McGraw-Hill 1996
24 255 A question of diversity
Why diversity matters Assessing and
monitoring diversity
In its outline of the Voluntary Sector Scheme (2000), the National Assembly for Wales affirms:
The first step to increasing the diversity of Sample population statistics:
• that everyone has a right to participate in the The main argument for promoting diversity amongst
life of their community and to society in general volunteers, as outlined above, is one of social justice. volunteers is to identify where the ‘gaps’ are, Total population in Wales 2003 2.938 million
through volunteering; Other reasons include: in two possible ways: Men 48.5%
• that volunteers should reflect in respect of age, • to be more responsive to beneficiaries/ the local Women 51.5%
Firstly, you can compare the diversity of the local
gender, sexual orientation, disability, ethnicity, community population with that of volunteers. The National One or more skills in Welsh - males 27.1%
Why diversity matters
language and religion the communities and the Assembly for Wales’ Statistical Directorate pages
• to gain new ideas and fresh approaches One or more skills in Welsh - females 29.7%
people they serve; (www.wales.gov.uk/keypubstatisticsforwales) and
• to demonstrate openness and welcome in a Ethnicity other than white: British 4%
• that volunteering should be available to all people the website www.neighbourhood.statistics.gov.uk
visible way
in society and special measures should be taken to allow you to search and view statistics from a variety Adults of working age with disability 23%
include those who are vulnerable to social exclusion • to be more adaptable to changes required in the of official sources.
future Adults of working age unemployed 29.5%
such as those from ethnic communities, those who
Compare the profile of your volunteers with that of or inactive
are disabled and those with learning difficulties; • to be attractive to a wider spectrum of potential the population you aim to represent. This may be
• that funding and grants schemes should require volunteers the whole population in a geographical area or, for From: A Statistical Focus on Diversity in Wales.
organisations to demonstrate an effective policy for • to increase the fundraising and support base example, those of a particular age range. This will National Assembly for Wales 2005
Assessing and monitoring diversity
involving volunteers from a cross section of society, help to identify where there is under-representation
as appropriate to the nature of their organisation; and may inform decisions about where to target
• that unnecessary barriers should not deter people recruitment activity.
from volunteering.
Secondly, you can conduct a survey of your Age distribution of men and women
volunteers - or examine volunteer records if the in Wales
information is already available - to assess the Men
16
balance in terms of specific characteristics which Women
14
are important to your work or the credibility of 12
your image. You may, for example, need volunteers 10
per cent
with a range of skills and experience, or it may be 8
important that you have volunteers from different 6
sectors of the community. You can identify where 4
the ‘gaps’ are, and bear this in mind in your 2
0
recruitment strategy.
9
9
9
9
9
9
9
9
+
-1
0-
-2
-3
-4
-5
-6
-7
80
10
20
30
40
50
60
70
Collect relevant information about your volunteers
Age range
in a consistent manner, for example as part of the
recruitment process, so that you can monitor the
changes in the diversity over time.
26 27You can also read
