Campaign message 1: The direct ask for help

A time specific volunteer opportunity (i.e. “this Saturday”)
A local opportunity helping the local community
Must establish the benefit the volunteer’s work will bring to local area/ particular group of people
Usually uses local media to reach local people
‘It says what it does’. Keep the tone and copy simple.
Often based around facts and figures highlighting the urgent need for volunteers.
Shows how volunteers are combating a particular problem.
Often includes eye catching and emotive stories, photos and case studies.

Simple and quick campaign message/ story to put together
Can be easy to get a short story/ charity mention/ your campaign into the local press
A fast way to get volunteers through the door
Brings in committed volunteers who are more willing to go through training and become long term supporters of the charity’s work.
Increases awareness of public in the problems your charity face and the work your charity does.
Stresses the important role volunteers play in your charity and shows that you both appreciate and need them.

Usually only works on a local level
Only works for short term or one-off volunteer opportunities
You need to be ready to deal with new volunteer enquiries quickly
It can’t be used too often. The urgency of a "call for help" loses its power if used all the time.
There must be a real need for volunteers. Be careful of "crying wolf".

Read the next article in this section... Campaign message 2: You can do it

Case studies