Campaign message 3: The challenge
Campaign ingredients:
- Creates a physical or emotional challenge.
- Usually poses a question (e.g. Could you?).
- The message focuses on a direct “ask” or call to action.
- Clearly explains the role of the volunteer in the organisation.
- Often doesn’t use the word “volunteer” in the campaign at all.
Benefits:
- Creates a sense of dynamism and dare about volunteering.
- Appeals to younger men and those not normally attracted to traditional volunteering roles.
- Focuses on strength and the importance of voluntary work.
Downside:
- Risks excluding some groups from volunteering.
- The volunteering opportunities may appear too daunting or too challenging.
- Can seem to be a bit gimmicky.
Examples:
- Special Constables: “Could you?”
- Solent Youth Action: “Are you game?”
- VSO: “Will you remember today?”
- British Heart Foundation: "What's your excuse?"
- GreenPrints: "Make your mark"
- National Blood Service: "Do something amazing"
- Metropolitan Police Special Constables: "Extraordinary People"
- RNID: "Win the chance to change the world"
Read the next article in this section..... Campaign message 4: Volunteering is good for you
