digital strategy analyis of volunteer physician recruitment

Report
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
Volunteers – one click away from home page
Non-profits – one click away from home page
S.W.O.T ANALYSIS: VolunteerMatch
STRENGTHS
WEAKNESSES
•
•
•
•
Colorful & “happy”
Easy navigation
Extensive Validation
Convinces you to take the
leap
• Sustainability!
• Pop-ups were distracting
• Non-profit vs. For-profit
distinction could be clearer
OPPORTUNITIES
THREATS
• Amazing way to “do good” and • Individual non-profit sites that
create a viable business model
are cause-specific
• Expandable to other locations • Corporations may want to
internally manage their
volunteer opportunities
• Numerous volunteer sites
On-line Presence/VolunteerMatch
Suite of
Social Media
Links
• Facebook 35,900 likes
• Twitter 8,859 tweets/ 25.2K followers
• Utube, LinkedIn, Pinterest
Mobile App
• Scaled for mobile devices
• Easy to navigate
Google
Prominence
• Official site came up 1st
• “Impact online” also directs to site
• iTunes, Wikipedia
Recommendations/VolunteerMatch
“Support” vs. Donation
Add new tab & pages for
“For-Profit Corps”
Consider more prominent
donation/sponsorship
buttons
Volunteers in Medicine
One click to: Champions, Patients,
Volunteers
The rest of the site….
STRENGTHS
WEAKNESSES
• Photos are representative of
the volunteers and the
patients they serve
• History and need are
articulated
• Easy to navigate
• News is up-to-date
•
•
•
•
•
•
OPPORTUNITIES
THREATS
S.W.O.T ANALYSIS:
Old “codger” look
Drab web pages
Poor quality of photos
Haphazard use of visuals
Where is the social media?
Logo --'#@!%’ ear, udder or
kidney?
• Harnessing growing population • Website is unimpressive and
of retired medical professionals
does not inspire confidence
to fill unmet need
• Branding confusion of parent
• Opportunity to leverage a
organization vs. individual
“business model” to propagate
clinics
other clinics
• Many “Competitors”
On-line Presence/Volunteers in Medicine
Suite of
Social Media
Links
Mobile App
Other
• Facebook 765 likes
• No other links
• Scaled for mobile devices
• Easy to navigate
• Google search: official “org” site
came up 2nd
• Used 1 video
Recommendations/Volunteers in Medicine
Refresh website graphics &
rethink the placement of
photos/videos
Update “retiree” image
Social media!
Medecins Sans Frontiers/ Doctors Without Borders
Doctors Without Borders – Field Volunteers
Doctors Without Borders – Office Volunteers
Full Disclosure
S.W.O.T ANALYSIS: Doctors w/o Borders
STRENGTHS
•
•
•
•
•
WEAKNESSES
• Aggressive donation
Well organized “serious”
solicitation (may not be
Effectively use photography
weakness…)
volunteer requirements
Validated (Nobel Peace prize)
Financial Transparency
OPPORTUNITIES
THREATS
Huge opportunity to make a
difference on a global scale
• Will volunteers be “scared
away”?
• Are they so large that they’ve
lost the “personal” connection?
Household word in medical/health
policy circles
On-line Presence/Doctors Without Borders
Suite of Social
Media Links
Mobile App
Other
•
•
•
•
Facebook 694K likes
Twitter 11.8K tweets 401K Followers
Google+ 662,068 followers
LinkedIn, Tumblr, Instagram, Utube, Vimeo,
Flipboard
• Scaled for mobile devices
• Easy to navigate
• Google prominence –website 1st to
appear
• Blogs, Videos, Press releases, Audio
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
COMPARISON?
VOLUNTEERMATCH
VOLUNTEERS IN
MEDICINE
DOCTORS WITHOUT
BORDERS
CLEARLY
ARTICULATES
MISSION
Yes, in a “happy golucky 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++
THANK YOU
• QUESTIONS?

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