Volunteer Value Proposition and Volunteer Recruitment Marketing for Not-for-Profit Client
Temcare's Marketing Challenge
Temcare approached Businessary with a challenge unique to not-for-profit/for purpose organisations – the need to attract and retain volunteers and improve the process and administration involved.
The goal was to leverage digital marketing and a revamped user experience to attract potential volunteers and communicate the intrinsic mutual value of Temcare volunteer contributions.
Temcare wanted to broaden their brand and purpose awareness and tap into a pipeline of values-aligned potential volunteers. They wanted help to dispel common misconceptions about volunteering and present an engaging, authentic and transparent volunteer recruitment process from end-to-end.
Businessary helps create Temcare's Volunteer Value Proposition
Businessary took a very bespoke approach with Temcare. We first followed the same discovery process we use for our Employee Value Proposition and Employer Brand programme. Our Head of Talent, Jason Burns, held tailored focus groups with select volunteers to truly understand why they volunteered, why they chose Temcare and what compelled them to continue to volunteer. We called the outcome of this work the Volunteer Value Proposition (VVP).
By forging this deep understanding and emotional connection with existing volunteers, we were able to craft an online experience for prospective volunteers that aligned seamlessly with their values and aspirations.
Articulating the VVP through a Recruitment Marketing Campaign
Our strategy was to articulate the VVP through digital marketing, and transform the volunteer online user journey.
By understanding the needs and motivations of volunteers, we created a targeted message and an online volunteer journey that resonated with their values.
The campaign was integral but only the first part of the user journey. The volunteering registration process also underwent a comprehensive redesign. The existing static enquiry form was transformed into an interactive experience that spoke the volunteer’s language and stepped the online visitor through an application process designed to both qualify candidates and also reduce abandonment rates. We optimised the website for all devices, ensuring critical information and calls-to-action were accessible and effective at guiding potential volunteers through the process.
Marketing Automation and Volunteer Nurturing
The targeted campaigns and automated form process prequalified potential volunteers while we developed an automated nurturing email strategy to keep interested candidates engaged with emotionally compelling volunteer stories. Each month, those curious but not yet ready to commit time would receive a new volunteer story about their work and how it affected them and the families they were helping.
Outcomes
The marketing included targeted Facebook, Instagram, and Google ad campaigns. The campaigns achieved an outstanding click-through rate of almost 10%, surpassing non-profit campaign averages. The campaign’s creative content featured compelling calls to action, such as “Be the Positive Change” and “Make a Difference,” successfully driving new audiences.
The ad campaigns resulted in over 25,000 impressions, 2,000 clicks and a flurry of user engagement, including 362 clicks through social media platforms. The redesigned application process led to 20+ completed volunteer applications (and counting!), a significant achievement given the campaign’s specific geographic targeting and qualifying volunteer criteria.
To recap, our work and collaboration with Temcare resulted in improved brand visibility, reach of the organisation’s messaging and frequency of engagement/applications. A more advanced and intelligent form process simplified the user experience, significantly streamlined the volunteer journey, and delivered a more efficient screening process, enabling the Temcare team resources to focus on prequalified volunteer applications.
Contact us today to learn more about how the Businessary Marketing team can help improve your customer’s online experience and lead acquisition.