Nature Centers It is very important to shape the correct marketing strategy that will allow our organization recruiting volunteers and new members. The Woodland Foundation (WF) is a non-profit organization that was created to protect and promote the Woodland Nature Center. It was established 50 years ago and since that time the authorities of the Woodland Foundation constantly re-examine its strategy concerning recruitment of new members and volunteers. As far as there is, actually, no valid program for volunteers, and all work is completed by the Woodland Foundation board or park district employees, the aim of this paper is to create a proper marketing strategy that will allow the Foundation reaching its objectives. There are several stages of the present strategy. Stage 1: Planning This stage includes several tasks: To define the most prospective region for recruitment; To define target groups of population; To carry out investigation concerning the activities and points of interests of potential candidates to organization and potential volunteers; To define the concrete goals (for example, to define approximate quantity of newly recruited members (i.e.
year 2007 50 new members and 200 volunteers, etc); Stage 2. Preparation To create the map and to write down the places with biggest quantity of potential candidates (i.e. schools, colleges, offices, etc); To find out the post important problems potential candidates to our organization can be interested in. it means to determine the needs of select or target audience and then adjusting marketing methods that respond to these needs. It will include web-based surveys, qualitative interviews, questionnaires, etc. According to this list of the most vital problems the person responsible for this task will prepare information data for people; Stage 3. Organizing and carrying out the marketing strategy of recruitment People responsible for implementation of new strategy will develop and shape proper solutions including direct marketing, media mix, etc. The WF should define what fund-raisers and projects can qualify as feature articles in press. The management should take into account possibility of strategic distribution of quality print materials that are placed in the community to call attention to the Foundations efforts.
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To use the existing volunteer opportunity directories and referral services. It is also important to cooperate with community leaders and groups. Probably, the WF can create a program for one of their meetings in order to promote the activity of the WF. The experience of friendly organizations and nature centers will be taken into account. For example, Pajarito Environmental Education Center (PEEC Is Powered by . . .
Volunteers!) proposes various programs for volunteers as well as range of volunteer leadership positions. The center proposes two main kinds of activity as a volunteer: either to apply for volunteer positions, or to join the Committee which meets 8-10 times a year. This task is quite extensive and can contain plenty of proposals, like advertising on TV, various kinds of propaganda leaflets, to mention a few. The area will be divided into five zones, according to the detailed map (see Stage 2, p.1).
This map will include quantity of potential candidates, with schedule of their work/study, contact names, etc. Other effective practices that can help to achieve good results include organizing various conferences and workshops, use of marketing materials like re-prints of publications, website activities, videos, presentations, etc.
Although the following table is not final, it contains the list of situations where the implementation of recruitment strategies for attracting volunteers and new members will be very effective: Geographic situation/place/location/etc Establishment/company/ foundation/institution Roles/ methods of marketing strategy Personal/ individual/ home/ neighborhood/ village/ city/ region/ area/ state/ regional/ global/ etc Schools/ place(s) of work/ street/ physical environment/ places of leisure/ social/public health services/ cultural organizations/ religious organizations/ youth and adult organizations/ networks of organizations/ teams/ youth and adult official organizations/ other organizations/ mass media/ non-government organizations/ international organizations/ political parties/ thematic conferences/ etc Advertizing/ speech/ propaganda/ instruction/ teaching/ discussions/ consulting/ help/ entertainments/ games/ workmanship/ productions/ researches/ coordination/ analysis/ planning/ taking solutions (also public)/ administration/ management/ statements at meeting/ voting/ participation in projects/ etc It is also important to discover new possibilities for self-realization for both new members and volunteers. Properly created volunteer plan should explain such opportunities like learning about nature, earning experience, building the resume, etc. Specially created calendars can explain volunteer opportunities (i.e. as the Georgia Wildlife Federation does with its GWF Calendar where it describes specific event dates and times (Volunteer Opportunities).
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All information materials that will be created in order to inform potential candidates about our organization, should introduce clear understanding of The Woodland Foundations history, culture and objectives. Advertizing should give clear understanding of the WFs mission and programs.
The Woodland Foundation will shape a number of initiatives that will comprise of training materials, management of research, training of volunteers, to mention a few. Finally, it is very important to prepare the organization for volunteers. The Woodland Foundation should: Prepare volunteers activities, programs and placements; Ensure that the WFs members are ready to assist in screening, interviewing, training and supervising new members and volunteers; Ensure that various materials for new members and volunteers are ready (i.e. leaflets, brochures, flyers, handbooks, job descriptions, etc); Prepare various procedures and policies concerning volunteers issues; Ensure that the WF members are ready to reply to the inquiries of potential candidates; Clearly state the benefits of volunteering and being a member of the WF. Stage 4. Measurement of results Sizing up and planning new actions.
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The WF management will find out how effective the activities in generating leads for new members and volunteers were. The process of recruitment of volunteers and new members also will be continued after the marketing campaign is over. The results will be measured according to the planned quantity of new members. Marketing campaign will be successful and stable only in case all marketing strategies will be implemented successfully. The Foundation should be based on its own vision and experience of other nature centers. Bibliography PEEC Is Powered by .
. . Volunteers! (n.d.).
Retrieved January 11, 2007, from Pajarito Environmental Education Center : http://www.pajaritoeec.org/4a_membership/volunteer .htm Volunteer Opportunities. (n.d.).
Retrieved January 11, 2007, from Georgia Wildlife Federation: http://www.gwf.org/volopp.htm Volunteer Recruitment: Tips from the Field . (n.d.).
Retrieved January 11, 2007, from ServiceLeader.org: For Volunteer Managers: http://www.serviceleader.org/new/managers/2004/03/ 000213.php WCC Minutes .
(n.d.).
Retrieved January 11, 2007, from http://udel.edu/stu-org/wcc/minutes.html.
