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volunteer recruitment Archives - Syneka Marketing

Managing Volunteers - Take the Next Step

Managing Volunteers – Take the Next Step

By | Advice, Advice for Not-for-profit Organisations and Charities, Presentations, Resources | No Comments

Many not-for-profit organisations rely on volunteers for service delivery and to assist with administration and other functions.

Managing Volunteers – Take the Next Step, was a full day conference hosted by the Shire of Yarra Ranges and Eastern Volunteers. The conference discussed several topics relevant to volunteer management national standards, the steps required to prepare an organisation for volunteers, as well as marketing and promoting an organisation.

I presented a session for the afternoon workshop, discussing the Essentials of Social Media and Marketing.  The presentation discussed the need for a strategic marketing approach, to identify aims and to understand what would attract volunteers to assist with the organisation.

Organisations need consistent messages to demonstrate the volunteer experiences that are created through their involvement.  Messages need to be communicated using a range of marketing tools to reach prospective volunteers through multiple communication channels.

Social media is one of the tools that can be used to reach prospective volunteers and should be considered as a part of a cohesive marketing campaign.  Social media should be integrated with website content, providing the seamless ability to update websites, as well as Facebook, Twitter, LinkedIn and other social media sites

It is important to utilise the strengths of each tool and one advantage of social media is the ability to share content.  The intent should not necessarily be to develop viral content, but to ensure your target audience is able to distribute content and share their views on being involved with the organisation.  Stories can be very effective and assist in providing content that can be shared.  The sharing of content is the online equivalent of word of mouth recommendations and can help reach the connections of people already involved with the organisation.

Successful volunteer recruitment will use a mix of tools to reach prospective volunteers, supported by consistent messages and a cohesive marketing approach. Marketing encompasses more than promotional tools, such as brochures or flyers, but every form of interaction that someone has with an organisation.

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BizMaroondah EmployAssist Forum

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

The BizMaroondah EmployAssist Forum is a Council initiated event that invited businesses to learn about the forms of assistance that exist when recruiting new employees. The forum included several community organisations that are involved in assisting jobseekers, with the aim of supporting business growth.

Eastern Volunteers was invited to the forum as an organisation that provides volunteer recruitment. People are increasingly using volunteer roles as a way to develop skills that can assist in gaining potential employment. Research undertaken by BizMaroondah has indicated that employers look favourably upon potential employees that have volunteer experiences.

The forum successfully connected businesses with these community organisations and will hopefully lead to new employment opportunities within Maroondah.

Rebranding Workshop with Wimmera Volunteers

By | Advice, Advice for Not-for-profit Organisations and Charities | One Comment

Wimmera Volunteers is a volunteer resource centre, providing volunteer recruitment and community assisted transport across the Wimmera region in northwestern Victoria. Syneka Marketing is developing a marketing plan for Wimmera Volunteers, which includes the possibility of rebranding the organisation to better reflect its potential as a peak organisation.

Wimmera Volunteers, like other volunteer resource centres across Australia, is facing significant challenges with funding reforms from the Commonwealth Government. Volunteer Resource Centres need to position themselves to remain relevant by addressing key funding criteria. In addition, there is considerable scope to expand the services offered by volunteer resource centres to support the development of other community organisations.

The rebranding workshop explored the attributes that would be associated with the new identity and the key marketing recommendations. We’re looking forward to further discussion as we finalise the marketing plan for Wimmera Volunteers.

Connecting Up Guest Post – Foundations of a Marketing Campaign

By | Advice, Advice for Not-for-profit Organisations and Charities | 5 Comments

I will be speaking at the #CU12 Conference where I will be presenting the session Marketing Your Strengths from 1:30pm at North Wharf 1 on Wednesday.

Connecting Up is a not-for-profit organisation that encourages the use and adoption of IT within community organisations, with the conference covering marketing, social media and information technology.

ConnectingUp encouraged presenters to provide a guest blog post and the following article provides an introduction to our Power Session – Marketing Your Strengths:

Need a good example of a successful marketing campaign? Alex Makin from Syneka Marketing shares a case study from Eastern Volunteers

Marketing, like most other activities, works best when you identify your goals. Know what it is you want to achieve and why. This will influence who you will target with your marketing messages, as well as the best methods to reach them.

Know Your Goals

A marketing campaign will not deliver positive results if you have not clearly defined these goals. Once you have identified your goals, you can then determine your target audience. Some campaigns, such as fundraising targets, may have multiple audiences and while there may be differences in the message, there should be a consistent theme.

As a case study, let’s consider a marketing campaign we initiated for Eastern Volunteers, a regional not-for-profit organisation, based in Melbourne’s eastern suburbs. Eastern Volunteers has established a fundraising target to assist in relocating to the ground floor of a building they have purchased.

Currently, the organisation is located on the first floor, creating accessibility issues for its members and clients. As an organisation that provides community assisted transport and volunteer recruitment, there is a need for an accessible and inclusive environment.

The key marketing message was framed around creating an accessible and inclusive community service, reinforced by the permanency that will be created by moving into this building.

Know Your Audience

Now that we have identified a key message, we need to consider who we will be targeting. Know the best method to reach this target audience and the tools you can use to reinforce this message.

A fundraising campaign like Eastern Volunteers requires a multi-faceted approach. There are several target audiences, such as clients, members of other community organisations, business partners, government and the wider community.

Executing the Campaign

For Eastern Volunteers, clients and members can be reached through the quarterly Eastern Volunteers newsletter. While the newsletter has traditionally included a donation slip, the response rate has been low since there hadn’t been a key message framed around seeking donations. The building fund edition of the newsletter prominently featured the campaign and the call for donations. This resulted in an extremely positive response to the campaign and a significant number of donations.

Other organisations and business partners have been targeted through an official launch of the campaign. Official launches can also assist in reaching local Councillors and Members of Parliament, however sufficient lead-time must be provided for these invitations.

Launches can also assist in encouraging media coverage. It is imperative that media releases are considered as part of your campaign. Media coverage helps raise the profile of your campaign and extend its reach. When planning a marketing campaign, consider how it could be supported through a series media releases. Media outlets will not repeat the same content on an ongoing basis so different hooks are required to encourage ongoing interest.

<h2?Be Consistent

Consistency is the key to undertaking successful marketing campaigns. Your message needs to be consistent across all forms of marketing communication with a clear call to action. The call to action is the desired result you are seeking from someone that sees your marketing message.

In the example of Eastern Volunteers, the call to action is clearly the request for a donation and this is clearly stated across all communication tools.

Generally someone needs to see a marketing message several times before they are prompted to respond to the call to action. It is worthwhile considering a variety of appropriate communication tools that can reach this target audience.

Visit www.connectingup.org/blog/foundations-marketing-campaign to view this guest post at ConnectingUp.

Meet Syneka Marketing at #CU12 in Sydney

Natalia Perera, our Creative Director will be leading our team in Melbourne during my time in Sydney. I will be in Sydney until Thursday and have some remaining time available for meetings and in-depth discussions.

Donors who contributed at least $500 for recognised for their efforts in securing a piece of the future of Eastern Voluteers

Eastern Volunteers Building Unveiling

By | News | No Comments

Eastern Volunteers is a not-for-profit organisation, that provides volunteer recruitment and community assisted transport across the Cities of Whitehorse, Maroondah and the Yarra Ranges. Like many community organisations, Eastern Volunteers has had a transient history, being moved from various locations over its 35 year history.

In 2006, Eastern Volunteers established the goal of wanting to purchase its own premises, providing an opportunity to establish a permanent and accessible location for the delivery of its services. To assist in this objective Eastern Volunteers established a Building Fund, diverting half of its operational surplus to enable a property purchase.

In 2011, the building that was being leased by Eastern Volunteers became available for purchase. The organisation was able to secure the property purchase with the assistance of the Mt Evelyn Branch of the Bendigo Community Bank. While Eastern Volunteers was able to secure a loan to assist in the property purchase, additional funds were required to support fit-out, cabling and relocation expenses.

As a result, Eastern Volunteers launched its Building Fund Campaign during the middle of 2011 calling on community and business donations to assist in funding the relocation expenses.

This afternoon Eastern Volunteers officially unveiled its new location at 1/36 New Street, Ringwood where donors and supporters were officially acknowledged for their efforts.

Donors who contributed at least $500 for recognised for their efforts in securing a piece of the future of Eastern Voluteers

Donors who contributed at least $500 for recognised for their efforts in securing a piece of the future of Eastern Voluteers

I facilitated as Master of Ceremonies for the Building Unveiling, introducing both Simon McKeon, the 2011 Australian of the Year and Inaugural Patron of Eastern Volunteers, as well as Terry Macdonald, Chairperson of Eastern Volunteers. Eastern Volunteers raised almost $34,000 through the Building Fund Campaign, with donors who contributed at least $500 receiving permanent and ongoing acknowledgement in the foyer of Eastern Volunteers.

These donors were allocated a jigsaw piece of a photograph of the new building. The jigsaw piece represents their support in buying a piece in the future of Eastern Volunteers. In addition, in-kind contributions were also recognised, highlighting the contribution that businesses have provided through discounts and support.

The Building Fund marks the start of a new future for Eastern Volunteers as it provides a permanent and ongoing head office for the organisation.