Writing a recruitment message

The key to successful volunteer recruitment is figuring out what you have to offer the volunteer and then selling it to them.  Ask your current volunteers what they get out of volunteering.  Try to find something unique about your organisation and then make sure you mention it prominently in your recruitment publicity drive.

Many adverts for volunteers make the mistake of talking about the group or organisation and what it needs. "We need..."  At best those adverts simply blend in with all the other similarly worded adverts.  At worst they ignore the fact that volunteers also come to you because of something they want, not just something that you want.

Successful volunteer recruitment messages should be built around four basic marketing principles:

  • Awareness - What is the need your organisation is addressing?
  • Interest - How are you addressing the need?
  • Desire - What makes volunteering with you attractive?
  • Action - What should your audience do next?

Keep the message succinct with short sentences and paragraphs.

An example:

Brighten the day and share a meal! Trewton Day Centre in Bath provides activities and friendship for isolated, vulnerable older people.  Help prepare and serve lunches at the centre one to three days a week.  We're looking for people who like to chat and have fun.  You will receive full training and the chance to gain a food hygiene certificate.  Travel expenses are paid.  To receive more information about joining the team, call John Jones on...at...