19 September 2014
Presentation by Alicia Patterson
IAVE Conference - Gold Coast - 2014
Why do this?
• Volunteering is evolving
• Volunteers are different
• We wanted to support & profile
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Volunteer Managers
Member organisations (VIOs)
Diversity of ways to volunteer
Real volunteers
• Model what was possible
• We had no money – so we needed to adopt skilled
volunteer-involving model
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Campaign objectives
• Change the language & dialogue:
– Position volunteers as active citizens
– Recognise the economic and social impact of volunteering
• Lead & encourage behaviour change:
– Grow volunteering across the community
– By volunteers & volunteer managers
– By government, corporates, VIOs
• Expand perceptions of volunteering by showcasing:
– Diversity of people who volunteer
– Variety of types, ways, places, reasons for volunteering
• Recognise importance of volunteer management
• Support & integrate with advocacy strategy
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Creative response
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Campaign overview
• Utopia/dystopia theme:
– Imagine a world without volunteers (dystopia)
– Imagine the world with more volunteering (utopia)
• Multi-layered campaign:
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Implemented & evolving over time
National, state, regional & local components
Adapted to specific communities, sectors, scenarios, VIOs
Different communication channels & formats
• Target audiences:
– Volunteer managers & VIOs
– Government, policy makers, funders, corporate supporters
– Volunteers of all ages, across all sectors
• Walking the talk:
– Campaign developed with volunteers
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Making it real
• Creative
– Key messages & design
– Photography: Volunteer photographers with diverse backgrounds
• Concept presented at AGM 24 October 2013
• Widely promoted, feedback sought
• Sponsorship found - 14 campaign packs sponsored by
ExxonMobil
• Victorian launch (from September 2014)
• Next phase (new year)
– To support advocacy efforts re government funding
– Support & align with membership renewals & projects
– Funding sought from other sources
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Campaign components
• Campaign Toolkit for organisations
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– Posters, postcards, web tiles/banners, advertising, pro forma
letters & media releases
– Usage guidelines for campaign materials by grassroots*
– Advocacy tip sheets and frameworks (one pagers)*
Print, online, social, electronic media
Themed events
Award & recognition program
Speaking engagements & interviews
Ambassadors (ultimately)
Photography
– For all campaign components
– Virtual & real exhibitions
– Profiling of volunteer photographers
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• Moira Healthcare Alliance, Yarrawonga: Provides
services such as meals on wheels, respite care,
planned activity groups and home and property
maintenance, to over 1200 clients across the Moira
Shire.
• Outlook, Pakenham: A social enterprise with 3 service
areas – Community services, Outlook Employment and
Outlook Environmental, providing adult disability
support, waste management and employment
services.
• Road Trauma Support Services, Blackburn: Aiming to
reduce the incidence and impact of road trauma
through free counselling and education
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Level 2/491 King Street
West Melbourne VIC 3003
Ph 03 8327 8500
Fax 03 8327 8599
ABN 79 378 017 212
Volunteering Victoria is endorsed as a Deductible Gift Recipient (DGR)
www.volunteeringvictoria.org.au
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