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IF YOU BUILD IT, WILL THEY COME? An analysis of volunteer recruitment digital strategies

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IF YOU BUILD IT, WILL THEY COME? An analysis of volunteer recruitment digital strategies. HCOM 512 July 2014 Lisa Carron Shmerling, J.D. 2014 MPH Candidate. THREE ORGANIZATIONS FOCUSED ON VOLUNTEER RECRUITMENT. Founded 1994. Founded 1994. Founded 1971. VolunteerMatch.Org. - PowerPoint PPT Presentation
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IF YOU BUILD IT, WILL THEY COME? An analysis of volunteer recruitment digital strategies HCOM 512 July 2014 Lisa Carron Shmerling, J.D. 2014 MPH Candidate
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Page 1: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

IF YOU BUILD IT, WILL THEY COME? An analysis of volunteer recruitment digital strategiesHCOM 512 July 2014

Lisa Carron Shmerling, J.D. 2014 MPH Candidate

Page 2: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

THREE ORGANIZATIONS FOCUSED ON VOLUNTEER RECRUITMENT

Founded 1994

Founded 1994

Founded 1971

Page 3: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

VolunteerMatch.Org

Page 4: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Volunteers – one click away from home page

Page 5: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Non-profits – one click away from home page

Page 6: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

S.W.O.T ANALYSIS: VolunteerMatchSTRENGTHS

• Colorful & “happy” • Easy navigation• Extensive Validation • Convinces you to take the

leap• Sustainability!

WEAKNESSES

• Pop-ups were distracting• Non-profit vs. For-profit

distinction could be clearer

OPPORTUNITIES• Amazing way to “do good” and

create a viable business model• Expandable to other locations

THREATS• Individual non-profit sites that

are cause-specific• Corporations may want to

internally manage their volunteer opportunities

• Numerous volunteer sites

Page 7: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

On-line Presence/VolunteerMatch

• Facebook 35,900 likes• Twitter 8,859 tweets/ 25.2K followers• Utube, LinkedIn, Pinterest

Suite of Social Media

Links

• Scaled for mobile devices• Easy to navigateMobile App

• Official site came up 1st

• “Impact online” also directs to site• iTunes, Wikipedia

Google Prominence

Page 8: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Recommendations/VolunteerMatch

“Support” vs. Donation

Add new tab & pages for “For-Profit Corps”

Consider more prominent donation/sponsorship

buttons

Page 9: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Volunteers in Medicine

Page 10: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

One click to: Champions, Patients, Volunteers

Page 11: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

The rest of the site….

Page 12: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

S.W.O.T ANALYSIS: STRENGTHS

• Photos are representative of the volunteers and the patients they serve

• History and need are articulated

• Easy to navigate• News is up-to-date

WEAKNESSES

• Old “codger” look• Drab web pages• Poor quality of photos• Haphazard use of visuals• Where is the social media?• Logo --'#@!%’ ear, udder or

kidney?

OPPORTUNITIES

• Harnessing growing population of retired medical professionals to fill unmet need

• Opportunity to leverage a “business model” to propagate other clinics

THREATS

• Website is unimpressive and does not inspire confidence

• Branding confusion of parent organization vs. individual clinics

• Many “Competitors”

Page 13: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

On-line Presence/Volunteers in Medicine

•Facebook 765 likes•No other links

Suite of Social Media Links

•Scaled for mobile devices•Easy to navigate

Mobile App

•Google search: official “org” site came up 2nd

•Used 1 videoOther

Page 14: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Recommendations/Volunteers in Medicine

Refresh website graphics & rethink the placement of photos/videos

Update “retiree” image

Social media!

Page 15: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Medecins Sans Frontiers/ Doctors Without Borders

Page 16: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Doctors Without Borders – Field Volunteers

Page 17: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Doctors Without Borders – Office Volunteers

Page 18: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Full Disclosure

Page 19: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

S.W.O.T ANALYSIS: Doctors w/o Borders

STRENGTHS

• Well organized “serious” • Effectively use photography• volunteer requirements• Validated (Nobel Peace prize)• Financial Transparency

WEAKNESSES

• Aggressive donation solicitation (may not be weakness…)

OPPORTUNITIES

Huge opportunity to make a difference on a global scale

Household word in medical/health policy circles

THREATS

• Will volunteers be “scared away”?

• Are they so large that they’ve lost the “personal” connection?

Page 20: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

On-line Presence/Doctors Without Borders

• Facebook 694K likes• Twitter 11.8K tweets 401K Followers• Google+ 662,068 followers • LinkedIn, Tumblr, Instagram, Utube, Vimeo,

Flipboard

Suite of Social Media Links

•Scaled for mobile devices•Easy to navigate

Mobile App

•Google prominence –website 1st to appear•Blogs, Videos, Press releases, AudioOther

Page 21: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

Recommendations/Doctors w/o Borders

Consider “Fact Sheet” or “Executive Summary”

Add a tiny bit of levity/humor/warmth to the site

Revisit donation page as first Google result

Page 22: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

COMPARISON?VOLUNTEERMATCH VOLUNTEERS IN

MEDICINEDOCTORS WITHOUT BORDERS

CLEARLY ARTICULATES MISSION

Yes, in a “happy go-lucky manner”

Yes, in a mediocre way

Yes, in a “serious, crisis manner”

GENERATES INTEREST

Yes, engaging site with innovative graphics - something for everyone

Not so much – must be interested in what they have to say to continue

Yes, for those interested in global issues. Stunning photo journalism

RECRUITS VOLUNTEERS

Yes ? Yes

STRONG ONLINE PRESENCE

Yes No Yes++

Page 23: IF YOU BUILD IT, WILL THEY COME?   An analysis of volunteer recruitment digital strategies

THANK YOU

• QUESTIONS?


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