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volunteering australia Archives - Syneka Marketing

The 2013 National Conference on Volunteering

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

The National Conference on Volunteering is a peak annual event for volunteer involving organisations across Australia. The event was organised by Volunteering Australia and hosted by Volunteering SA&NT.

Our Managing Director Alex prepares for his presentation at the 2013 National Conference on Volunteering

Our Managing Director Alex prepares for his presentation at the 2013 National Conference on Volunteering

The Conference had four key themes:

  • Lead – to encourage inspirational leadership
  • Partner – collaboration to achieve results
  • Build – creating innovation
  • Sustain – strengthening foundations

During the conference I co-presented a presentation with Julie Pettett, the CEO Of Volunteering Western Victoria. Putting Research into Practice – the Marketing and Rebranding of Wimmera Volunteers. The presentation discussed the importance of marketing and the experiences of Volunteering Western Victoria in re-engaging with its communities.

Volunteering Western Victoria, was formerly known as Wimmera Volunteers and had remained a static organisation, despite the changing nature of volunteering. There was a need to re-engage the community and to broaden its presence outside of Horsham in Western Victoria.

Alex co-presented with Julie Pettett the CEO of Volunteering Western Victoria

Alex co-presented with Julie Pettett the CEO of Volunteering Western Victoria

Syneka Marketing assisted Volunteering Western Victoria by developing a marketing plan that identified a future direction for the organisation. The marketing plan identified four goals supported in the businesses plan:

  • Be an effective peak organisation
  • Grow access to resources
  • Build capacity in the volunteer and community sector
  • Organisation development

These goals were supported by two further priorities identified in the marketing plan:

  • Diversify and Sustain Funding Support
  • Rebrand Wimmera Volunteers

A business plan identifies what an organisation wants to achieve and a marketing plan looks how to achieve this vision.  A marketing plan then considers the key messages and marketing tools that can reach the required stakeholders.

Diversifying income became a priority, due to the need to decrease dependence on government revenue.  The marketing plan identified business partnerships, the introduction of membership, fundraising and philanthropic programs that could add new income sources. These strategies supported the business plan, with membership complementing the desire to be a peak organisation and partnerships, enabling the development of new programs.

The rebranding of Wimmera Volunteers arose due to the need to position the organisation as a peak body and to re-engage with its community.  A new name, visual identity, logo and marketing materials were developed in six weeks, to launch the new brand at the 2012 Annual General Meeting.

Volunteering Western Victoria

Volunteering Western Victoria

The name Volunteering Western Victoria was selected, since it clearly defined the purpose of the organisation and the role it has in supporting volunteering across Western Victoria.  The tagline  Empowering Communities, Supporting Volunteers, reinforced the impact that the organisation has a local and individual level.

Not-for-profit organisations have limited marketing budgets and a result names should be clearly identifiable to avoid the need to explain the purpose of the organisation.

The new visual identity and brand for Volunteering Western Victoria

The new visual identity and brand for Volunteering Western Victoria

Marketing within not-for-profit organisations requires the ability to reach numerous stakeholders. There is a need for marketing messages that provide a consistent narrative, while being tailored to the needs of individual stakeholders. A not-for-profit organisation needs to not only reach its clients, but also government, business partners, volunteers, other organisations, board members and internal staff.

The aim of the rebrand was to utilise the new name and tagline, as well as modernising the image of the organisation. The rebranding was accompanied by the design of new marketing materials, including brochures, factsheets, posters and website.

The presentation was extremely well received and I would like to thank the many attendees for their interest in the journey undertaken by Volunteering Western Victoria.

Alex and Julie answering questions during the presentation

Alex and Julie answering questions during the presentation

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Alex will be presenting at the 2011 National Conference on Volunteering

Volunteering Australia – the 2011 National Conference on Volunteering

By | Advice for Not-for-profit Organisations and Charities, News, Presentations | 4 Comments

Volunteering Australia is the peak body representing Volunteer Resource Centres and volunteer dependent organisations across Australia. The National Conference on Volunteering was a three day conference located at the Gold Coast Exhibition and Convention Centre.

The Conference themes were; establish, develop and analyse, covering the establishment of volunteer programs, ongoing innovation and the use of analysis to influence policy and strategic dialogue.

Sessions covered topics relevant to the volunteer sector, including insurance, social media, volunteer recruitment and corporate volunteering. Interspersed between the presentations and workshops were plenary sessions, which included the Foundation for Young Australians and overseas volunteer experiences.

Networking was encouraged throughout the conference, with lunch sessions themed around meeting other individuals and organisations. On Tuesday I assisted in the meet your sector theme by introducing other organisations involved in education and training. The session included community organisations and Universities which were able to share in their experiences and knowledge in training staff and volunteers.

I delivered my presentation on Tuesday afternoon discussing how community organisation can develop marketing strategies and partnerships around their strengths. On Wednesday the Minister for Social Inclusion, Tanya Plibersek MP, launched the National Volunteering Strategy highlighting the Commonwealth Government’s priorities for the volunteer sector.

The Volunteering Australia National Conference on Volunteering succeeded in delivering knowledge and skills to delegates while fostering stronger networks and connections.

Alex delivered the presentation the value of consistent marketing messages in creating innovative partnerships at the 2011 National Conference on Volunteering

Presentation: The value of consistent marketing messages in creating innovative partnerships

By | News, Presentations, Resources | One Comment
Alex delivered the presentation the value of consistent marketing messages in creating innovative partnerships at the 2011 National Conference on Volunteering

Alex delivered the presentation the value of consistent marketing messages in creating innovative partnerships at the 2011 National Conference on Volunteering

I was one of the presenters at the National Conference on Volunteering, speaking at a session during the afternoon on Tuesday. My presentation, the value of consistent marketing messages in creating innovative partnerships, utilised Eastern Volunteers as a case study in guiding the development of marketing messages and the formation of partnerships.

I began the presentation by discussing the services and structure of Eastern Volunteers. This helped provide context for the presentation and introduced the organisational areas of transport, volunteer recruitment and marketing, which form the core services delivered by Eastern Volunteers.

After providing this context I was able to discuss the steps required for utilising marketing in creating partnerships.

Firstly, there is a need to identify the strengths of the organisation. Strengths can be identified through a traditional SWOT analysis, which should highlight the areas of high performance within an organisation. These strengths can often be delivered as potential value when forming partnerships.

Once strengths have been identified, there is a need to determine the target market that the organisation wishes to reach. The identified target market should respond favourably to the identified strengths. For example, businesses identified as potential partners for Eastern Volunteers are those that have regional autonomy and an active customer base in the areas serviced by Eastern Volunteers.

It is imperative that value can be demonstrated to potential partners and where possible this should be quantified to demonstrate tangible benefits. While many organisations cite the readership of their newsletters, it is often useful to identify the demographics of your readers and their relationship to your organisation. Likewise, it is useful to include statistics from your organisation’s social media presence and website to further demonstrate reach. Website statistics can demonstrate how long someone spends on your website and how they engage with this content. This can be useful information to highlight how people connect with your organisation.

In the instance of Eastern Volunteers, the organisation reaches approximately 400 community organisations who are listed for volunteer vacancies and over 1000 volunteers who are interviewed on an annual basis.

One form of partnerships is a traditional sponsorship approach to supporting community organisations. Sponsorship is often used to support events and it is beneficial to clearly define sponsorship categories so that sponsors are clearly aware of the benefits and expectations.

Depending on the event there are often opportunities to create multiple categories of sponsorship, such as primary and secondary sponsors. It is imperative that there is tangible value to distinguish each sponsorship category and to make the additional cost difference beneficial to the sponsor. Try to make sure that there are opportunities for sponsors to participate in the event, as this increases the likelihood of future sponsorship and provides opportunities to upgrade the level of support.

Eastern Volunteers has been able to form ongoing partnerships utilising the approach of identifying strengths. In regard to Eastern Volunteers, the longevity, stability and networking ability of the organisation are definite strengths. This means that a partner can reach other community organisations and businesses through Eastern Volunteers knowing that the organisation is trusted and reputable.

This approach assisted Eastern Volunteers in forming an ongoing partnership with the Bendigo Community Bank Branches of Heathmont, Mooroolbark, Mt Evelyn and Ringwood East to provide an ongoing series of Business Breakfasts for the local community. The breakfasts assist Eastern Volunteers in networking with businesses and community organisations and assist the participating branches in meeting prospective clients.

Likewise, a similar partnership was formed with the Maroondah Leader providing a monthly feature on volunteering by profiling volunteers in the community. Eastern Volunteers utilises its networks in finding potential volunteers and articles for the Leader, while the newspaper demonstrates its interest in the community by including volunteer opportunities and editorial from Eastern Volunteers.

These partnerships were formed through an understanding of the organisational strengths of Eastern Volunteers and how they offered value to potential partners. While strengths differ between organisations, there is an opportunity to utilise these strengths to create mutually beneficial partnerships with businesses.
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Alex will be presenting at the 2011 National Conference on Volunteering

Presenting at the 2011 National Conference on Volunteering

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

I will be presenting a paper entitled the value of consistent marketing messages in creating innovative partnerships at the 2011 National Conference on Volunteering on Tuesday the 29th of November from 4pm.

Alex will be presenting at the 2011 National Conference on Volunteering

Alex will be presenting at the 2011 National Conference on Volunteering

The paper is supported by case studies involving Eastern Volunteers and will undertake the following:

This paper will explore the use of strategic marketing to extend the influence and reach of your organisation. The paper will guide organisations through an assessment of their marketing activities, the identification of unique strengths and the development of key marketing messages and activities.

Developing key marketing and communication messages enables organisations to leverage their strengths and deliver a consistent approach that enhances the value of their marketing activities. This provides a number of benefits including increased recognition within the community, influence within government and the ability to derive stronger value from sponsorship.

The development of a consistent marketing approach will strengthen your organisation’s profile and recognition within the community, including within government and the formation of key business partnerships.

The 2011 National Conference on Volunteering will be held on the 28th to 30th of November at the Gold Coast Convention and Exhibition Centre. For further details please visit the Volunteering Australia website.