The sample recruitment message (see side bar) works because it conveys both benefits and features:

One of the most important keys in developing recruitment messages that work is knowing your audience. This will get easier the longer you work in the community. At first, you will need to ask for advice from locals who know the community from within as you develop a recruitment message. Ask them to read and react to any recruitment ads or notices you intend to place. Accept their feedback gratefully and follow their lead.

Then, determine what medium to use to impart your message. Begin by looking at your budget, which may greatly narrow the field of ideas you can pursue. Also, choose a medium that reaches your audience with the greatest frequency. A notice in a church bulletin may bring you more volunteers than a radio ad and will involve considerably less time and effort on your part. Even passing out flyers at an event or community fair may reach your audience well.

As you write the message, remember to include the benefits of the position as a motivation to volunteer. Appeal to your potential recruit's higher sensibilities. Consider how people really speak in your community. "Volunteer" may not be a word locals use for the support they give their neighbors. Use "give back" or other less formal language and keep the message brief.

Be Positive and Honest

The recruitment message should always be positive but honest. Do not misrepresent the task at hand and the commitment required. You will only lose a volunteer and create distrust if the position is exaggerated or falsely advertised.

Finally, when developing recruitment messages, don’t forget to acknowledge differences in individual interests and personalities. Appeal to the variety of motivations that move people to become involved in volunteer service.

Learn how to find the right audience for volunteers and reach them with your message.