Chapter 14: Developing the Volunteer Marketing and Communications Plan
Chapter 14 transitions from psychological theory into a tactical, administrative blueprint. It introduces the Volunteer Recruitment Marketing Triangle (V-RMT) and the Four A’s of Advertising, emphasizing that marketing is not “selling” but the act of “creating and accentuating need.” The core message is clear: You must “clean the house” (fix internal issues) before inviting the community in.
1. The Volunteer Recruitment Marketing Triangle (V-RMT)
Traditional marketing models fail in the fire service because the “customer” is the volunteer. The V-RMT identifies three critical relationships that must be managed to produce a Ready-to-Work New Volunteer:
- The Base: Administrative Support: The foundation of policy, budget, and equipment. If this fails, the entire triangle collapses.
- External Marketing (Admin ↔ Community): Making the promise. Branding and outreach that tells the community why you are needed.
- Internal Marketing (Admin ↔ Volunteers): Enabling the promise. Ensuring current members have the gear, training, and leadership they need so they can be advocates for the department.
- Interactive Marketing (Volunteer ↔ Recruit): Delivering the promise. The “moment of truth” where a recruit experiences the actual culture through mentorship and training.
2. The Marketing Portfolio: Your Professional Sales Kit
The author argues for a tangible, professional portfolio that every recruiter should carry. This kit is essential for credibility and includes:
- Executive Fact Sheet: Data on call volume and the department’s financial value.
- Targeted Fliers: Specific messaging for students, parents, and retirees.
- CTA (Call-to-Action) Cards: Heavy cards with a large QR code leading directly to the application.
- Volunteer Testimonials: Real stories of personal and professional benefit.
3. The “Four A’s” of Volunteer Advertising
To convert a “passive observer” into an “active applicant,” every ad must pass these four tests:
- Awareness: Does it break through the noise? (High-quality visuals, challenging headlines).
- Attraction (Appeal): Does it connect to a motivator? (Focus on personal growth, respect, or ego rather than just “duty”).
- Action (Ask): Is there a single, clear demand? (e.g., “Scan this code,” not “Call or email or visit us”).
- Accessibility: Is the path effortless? (A fast, mobile-friendly website with an easy signup form).
4. Strategic Ad Placement: Focused Targeting
Stop using broad, generic ads. Instead, place messages where your specific targets live:
- Students: University union boards, high school career days.
- Parents: Daycare centers, grocery store windows, church bulletins.
- Professionals/Retirees: Trade association newsletters, golf courses, senior centers.
5. The Prerequisite: Non-Proprietary Website
The chapter mandates that every department must own their own website.
- Avoid Social Media Reliance: Using only Facebook or Instagram alienates those not on those platforms and looks unprofessional.
- The Hub: Your website is the “Single Source of Truth.” All fliers, radio spots, and QR codes must point here. It must be high-contrast, mobile-friendly, and accessible to everyone.
Summary Checklist for Marketing Success
- [ ] Clean the House: Use the DRM (Chapter 12) to ensure the internal culture is ready for newcomers.
- [ ] Build the Portfolio: Print fact sheets, CTA cards with QR codes, and testimonials.
- [ ] Identify the “Why”: Align your ad copy with Maslow’s needs (Chapter 13).
- [ ] Fix the CTA: Ensure your ads have only one clear next step.
- [ ] Audit the Website: Make sure the application is no more than two clicks away from the homepage.
