In a guest post, Volunteer Recruitment: What Works For Me, on Volunteer Match’s Engaging Volunteers blog, Anni Murray suggests three ways organizations can improve their chances of recruiting volunteers like her.
I’m betting all of our organizations have been guilty of her point about buzzkill. Many of us begin writing posts and articles in the “corporate voice,” rather than a more friendlier one. We all could probably seek out more, better user-generated content as well. Yet we frequently find ourselves on deadline forced to pound out a newsletter article on why we need funds which turns out to be superficial at best. As staff, it allows us to check off a task linked to our performance objectives, but there’s no real attempt to see if it resonates with our target audiences.
Taking the extra step to seek out and find relevant user-generated content can add to your workload in the short term, but pay off big time in the long term as it keeps more readers engaged longer. Let’s say your organization provides client services in your community. Rather than have a staff person write an article for the newsletter, why not solicit a letter from one of your clients and ask her to explain how the program she used made a difference in her life?
Or, do as Anni suggests, and write articles containing specific examples with non-stock item photos. A very good example of this is the newsletter sent out by the Tutwiler Clinic which provides medical assistance to the (way) underserved in Tutwiler, MS. Click on the pdf of their most recent newsletter. You’ll find it written in a friendly informal style as opposed to a “corporate” style. The articles mention how people were helped, and in several cases, their reactions. The photos are obviously not stock, but “home-grown.”
I received this newsletter in the mail the old-fashioned way after my first donation. Because I had only a general idea of what the clinic provided, I opened the newsletter and read it cover to cover–three times in a row without stopping. It’s not that this is a world class newsletter. It’s not. It’s that it spoke to me as a new donor, educating me and captivating me with compelling content that offered specific examples of how they used their donations. A corporate voice could never have done that. I’m now a regular donor.
Don’t just whip out an article. Craft it as the good folks at Tutwiler Clinic do. Better yet, seek out user-generated content from your clients, volunteers, and donors that compels people to support you.