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?