Volunteers are the driving force behind any movement or organization. However, it might not be easy to ensure that the right people learn about your organization and then actually want to join it. That is why it’s essential to invest in a comprehensive recruitment campaign!
In Qela, we pride ourselves on helping organizations deepen their relationships with supporters and increase volunteer retention. To achieve this, organizations need to approach their recruitment campaigns strategically. Here are the steps any movement should take to ensure its recruitment efforts bring desired results.
Creating a Grassroot Recruitment Strategy
Scouting people in your local community one by one can be time-consuming and, frankly, exhausting. That’s why you should create a recruitment campaign to help you reach out to as many people as possible and convince them to volunteer for your organization.
Analyze the Previous Campaigns’ Wins and Missteps
If you’ve been running your organization for some time, you may already have experience recruiting supporters for various programs and campaigns. Analyze the tactics and channels used in the previous recruitment campaigns. Which channels was your movement using for the outreach, and what was your key messaging? Assess metrics like response rates, conversion rates, and volunteer retention to identify what’s working and where there’s room for improvement.
Qela allows you to see the data-driven results of all your campaigns in real-time with easy-to-read infographics and feedback from your community. Having regular data updates helps our clients adjust their strategy and change it in real time if there is a need for that. Sign up for a free 30-day trial here: https://www.qela.app/register
Define Your Objectives for the Campaign
It’s always easier to recruit people as volunteers for a specific cause. Therefore, the best way is to launch your recruitment campaign simultaneously or right after your grassroots campaign.
We have covered all the steps of running a successful campaign here:
The issue you are focusing your campaign on — be it a social justice cause or a local problem — should be one of the main reasons why people should join your movement. Make sure to crystalize it into a SMART goal — specific, measurable, achievable, relevant, and time-bound objective. Communicate it consistently throughout your campaign to ensure your supporters know what they are signing up for.
Define your objective for a recruitment campaign in the same manner. Establish the desired number and demographic indicators of volunteers you want to attract and the skill sets needed for your campaign. This involves understanding the specific needs your organization has at the moment. Is there an event in a specific area you’re trying to get volunteers for?
Identify Who You’re Looking For
When you're looking for new community members, we suggest you start the recruitment campaign from increasing awareness about your movement or organization among the general public. Use social media, display advertising, cooperation with influencers, businesses, local communities to tell as many people as possible about you and your mission.
After that step is done, divide the types of people you would like to attract to your organization into segments to target them separately. By speaking to each demographic in their own language, you will ensure higher engagement and retention rates.
Additionally, ask yourself what skills, interests, and talents you might need among your supporters to succeed with your campaign. Including this metric in a recruitment campaign strategy helps ensure a more personalized approach and consistent volunteer retention.
In Qela, we allow our clients to track their volunteers' talents and skills—e.g., eloquence, determination, fundraising, etc. Studying the skills and talents of your existing volunteers through Qela’s software can help you identify which people to attract to your community in the future. Learn more about FREEDOMS talents here.
Invest in Your Campaign Messaging
The main objective of your campaign should be at the core of your campaign messaging. Communicate the issue you are trying to solve and the goals you hope to achieve. Incorporate key elements such as the challenges faced, the actions taken, and the positive outcomes achieved through volunteer support.
In the communication campaign, include stories or pictures of your current volunteers. This will help make your movement more relatable and attractive to potential volunteers.
Ensure Your Application Process is Easy
Have you ever given up in the middle of the application process just because it was too complicated or long? This is a problem for many organizations. The attention span of an average person nowadays is incredibly short, so it’s essential to ensure your application process is effortless and engaging. Utilize digital tools such as online forms or volunteer management software to make this journey a pleasant one for your supporters.
Crafting a smart recruitment campaign is essential if you’re hoping to attract the right people to your organization and make sure they stay with you for the long run. Learn more about how Qela can help you with your recruitment efforts here: https://www.qela.app/