Recruiting Volunteers and MARKETING your

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Recruiting Volunteers and MARKETING your Powered By Docstoc
					                                                         WHY PROMOTE
                                                        YOUR PROGRAM?
        RECRUITING VOLUNTEERS
       MARKETING YOUR PROGRAM                  Successful recruitment of
                                               mentors
                                               Raise the level of awareness
  Fall Forum for Local Education Foundations   about the need for mentoring in
      Oklahoma Foundation for Excellence
               October 24, 2006
                                               the community
            Dr. Susan G. Weinberger
            Mentor Consulting Group            Funding for program
               DrMentor@aol.com
         www.mentorconsultinggroup.com
                                               sustainability
                                               Marketing efforts to promote a mentoring program
                                                                   are critical




            MARKETING                                      MARKETING
Merriam-Webster’s Collegiate Dictionary:       Dynamic, business process, a
Process or technique of                        total, integrated consumer-
promoting, selling, and                        oriented system. Find out what
distributing a product or                      the consumer wants, plan and
service.                                       develop a product or service to
A deliberate, planned                          satisfy those needs and
opportunity to promote your                    determine the best way to price,
mentoring program!                             promote and distribute the
                                               product.




            MARKETING                                      MARKETING

Peter Drucker: Marketing is a                  Philip Cotler and Sidney Levy
distinguishing and unique
feature of business. Business is               Choice facing those who
set apart from all other human                 manage non-business
organizations by the fact that it              organizations is not whether to
markets a product or a service.                market or not to market – no
Neither church not army nor                    organization can avoid
schools nor the state does that.               marketing. The choice is
                                               whether to do it well or poorly.




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                  MARKETING                                                    MY MOTTO
     Choice facing managers of                                   REACH OUT AND TOUCH
     mentoring programs is not                                   SOMEONE
     whether to market or not, but
     rather, whether to do it well or
     poorly                                                      “If it is good enough for the
                                                                 telephone company, it is good
     Promoting your program will                                 enough for me!”
     help with strategic planning,
     implementation, and
     management of your mentoring
     program




        HOW ARE YOU DOING?
          Let’s take a quiz                                                         QUIZ
                                                                  Does the average citizen in your community
           Number down from 1-10                            1.
                                                                  know about your mentoring program and its
                                                                  goals?

                                                                  Does your program regularly provide a
     ACROSS THE TOP OF THE PAGE
                                                            2.
                                                                  comprehensive and informative newsletter to
                                                                  all citizens in the community as well as to staff,
              WRITE:                                              mentors and mentees?

                                                            3.    Do local businesses in your community support
                                                                  your program with mentors and/or financial
     YES         NO             I DON’T KNOW                      donations?

                                                            4.    Do the local news media routinely provide time
                                                                  and space for mentoring news?

                                                            5.    Are Letters to the Editor written often about
                                                                  your mentoring program?




                         QUIZ                                                       QUIZ
      Are the schools in your community familiar with the
                                                                 Scoring – how did you do?
6.
      mentoring program, even if it is not a school-based
      initiative?

7.    Are members of the media invited to become
      mentors in your program?
                                                                 Let’s review each question now
8.    Does your mentoring program appear regularly on
      the local cable access television station?
                                                                 – as tips for your marketing
                                                                 plan
9.    Do you use radio and Public Service Announcements
      (PSAs) regularly to advertise your mentoring
      program?

10.   Do your written goals include reaching out to the
      media with a clearly defined action plan?




                                                                                                                       2
    LAUNCHING A PLAN                   LAUNCHING A PLAN
Time to launch a marketing plan
is not as a solution to a crisis   Marketing is a long-term effort,
When funding is drying up or       designed to send a message
additional mentors cannot be       about your need and program
found, this is not the time to
plan a major promotion of your     value, 365 days each year
program
Must be a long-term effort,
designed to send a message
about the need and importance
of mentoring




      MARKETING PLAN                         PUBLICS

Identify all the internal and              OUR PUBLICS
external “publics” that a            Internal      External
mentoring program must view        ___________ _____________
as regular customers
                                   ___________ _____________
                                   ___________ _____________
Let’s examine who these publics
are                                ___________ _____________
                                   ___________ _____________




           PUBLICS                           PUBLICS
             Internal                       Internal
             Schools
                                       AGENCIES/CHURCHES
Students         Bus Drivers
Teachers         Crossing Guards   Staff           Board Members
Administrators   Volunteers        Lay leaders     Youth Workers
Principals       Food Services
                                   Teachers        Youth
Board of Ed      SUBSTITUTES
Custodians       Secretaries       Congregants




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             PUBLICS                       PROMOTING THE PROGRAM
              External                     List the best ways from your
Legislators        Council Members
                                           experience to promote a
Parents           PTO/PTA
Police/Fire       DINKS                    mentoring program?
Alumni        Churches/Synagogues
Real Estate       Media                    _________________________
All residents     Taxpayers
Business          Hairdressers
                                           _________________________
Nursery Schools Day Cares                  _________________________
Relocation Agency                          _____________________




PROMOTING THE PROGRAM                      PROMOTING THE PROGRAM
Media                                      Billboards
Corporate/ Chamber newsletters             Ads in Movie theaters
                                           Internet banners
School and agency newsletters, brochures   Flyers in super market bags at check out
and bulletins                              Sleeves on cups of coffee with message
Libraries                                  Slogans “100 mentors in 100 days”
National Mentoring Month                   Children’s voices for PSAs
Testimonies – Benefits to M/M              Val Packs
                                           E-mails to staff – message on bottom about
Fundraisers – Golf Tournament              program
Public recognition events                  Utility bills
Scholarships offerings                     Cable TV Station
Table Tents                                Pizza Hut trays
                                           SUNDAY SERMONS!!!!




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