Be aware of your target audiences and choose the right message.
Think about who you are communicating with. The value and benefits of volunteering with your scout group should be communicated in different ways to different people. Young adults that are studying or just starting work will use different words and respond to different images and symbols than urban parents. Both groups need to be approached using a language and style that appeals to and resonates with them.
By carefully crafting your messages and tailoring your communications to your target audience, you will have a better chance of successfully achieving your recruitment goals.
Use the communications planning tools later in this toolkit to craft your messaging and communications plan.
Write your message in simple words, even if you do not want to communicate it right away. Test your communication (the story, the imagery, the texts) to see if it conveys the message you have decided on; vary, optimise and repeat your communication to ensure that the message resonates and gets through.
Once you have identified your target audiences, use the following guidelines to help you develop the key messages for your communications. This will allow you to tell a different story to different people, and highlight different elements of your product to different groups.
Parents and families of younger youth members
In your messaging, present scouting in a way that resonates with what parents want to hear.
For example,
“Volunteering with scouting is easier than you think and doesn’t mean making a regular commitment.”
“Volunteering with scouting gives you the chance to spend quality time with your child whilst helping others.”
“Volunteering some of your spare time with scouting will help you develop leadership and teamwork skills and provide unparalleled opportunities to help your local community.”
Be aware of where your target audiences exist. For example, social media platforms such as Instagram and Facebook have more recently become great places to put a call out for volunteers. If your campaign is designed for a broader reach, sometimes it could be beneficial to pay for this online presence and every once in a while, it will be worth the investment.
Older youth members (Explorers & Network)
Tell a story that resonates with what interests and motivates teenagers or young adults.
For example,
“Adventurous activities, friendships, personal development, putting the V(olunteer) in your CV, leadership development, independence.”
Consider your brand. This includes everything you present to the public.
If someone is encountering scouting for the first time, what image are you portraying? Does it reflect how you want to be perceived by new potential Volunteers.
For all campaigns
Use imagery that demonstrates adults in action. Use stories from volunteers sharing what they get out of being a volunteer with scouting.
For example,
How they love spending time with an amazing team, how scouting provides them with an opportunity to give back, be involved with adventurous activities, and develop great friendships.
Remember, presenting a strong brand and image to your current membership is just as important as focusing on outward communications. It will remind your members just how great scouting is.
Keep in mind that the absolute best way to convince people to volunteer some of their spare time with your scout group is to excite them.
Share your leaders enthusiasm through personal stories of their activities, experiences, adventures and gains.
Brand Centre
Head to the Brand Centre for easy to adapt poster, flyer and image templates and get recruitment ready in record time