Eastern Volunteer Recruitment Project

How and What to advertise

Advertising is not just about an ‘ad’ in a newspaper. Advertising is happening every time someone talks about a CSO, puts a CSO flyer on a noticeboard or lodges a volunteer vacancy on a website.

The results of the advertisement will generally be better if:

• The image of a CSO is appealing.
• The message contained in the advertisement is interesting and attractive.
• The advertisement contains images and language that would appeal to the group it is targeting eg young people, early retirees, technicians or ethno-specific volunteers. Highlight the benefits associated with the vacancy such as the career opportunities, the experience to be gained or the training that will be provided.

CSOs with appealing images often find it easier to attract volunteers. While not changing a CSO’s focus, it may still be possible to change the way it communicates so as to achieve a better overall result.

“W.I.I.F.M?” – the old ‘what’s in it for me?’ question. A message which spells out the benefit that the volunteer will gain from the experience might be more successful: For example, marketing graduates may be looking for the opportunity to create a portfolio of work that they can show to potential employers at the same time as gaining experience and the satisfaction of helping someone in need.

CSOs need to be as flexible as possible in their requirements and to tell people about their flexibility.

Simplify the process wherever possible. The more simple the process, the greater the chance of it working.

In an advertisement or volunteer vacancy notice, the five basic questions to answer are: