In every community, there are brilliant causes looking for helping hands – and people who gladly give their time to support others. However, this isn’t always visible, and the challenge is reaching people who perhaps haven’t considered the selfless act of volunteering previously by showing the impact, both on self and others. In a crowded landscape of campaigns and calls to action, it can be hard to stand out.
At Keystone, we see this challenge often. Whether it’s commercial businesses, local Government or non-profit organisations, they often have the passion, the purpose and the people, but not always the tools and techniques to cut through the noise. And if the all-important message doesn’t land, there’s no engagement and the opportunity to make an impact is lost.
However with the right approach, campaigns calling for volunteers can be highly impactful, compelling, and mightily effective.
So what better way to mark International Volunteers Day than to detail our work with Volunteer Cambs and how, together, we turned a great idea into a campaign with longevity.
In spring last year, we were approached by Cambridgeshire’s leading voluntary and community sector support organisations – Hunts Forum and CCVS, now known as Support Cambridgeshire – who were preparing to launch a new digital platform promoting local volunteer opportunities from charities and not-for-profits across the county. The concept was strong, but we were starting with the blankest of blank canvasses – there was no name, no brand, no visual identity, instead just a long-term vision waiting to be turned into a reality. To begin with we required a unique brand identity, clear messaging, and stakeholder support. This would guide towards an impactful launch coupled with expected immediate take-up, as well as the tools to ensure we could keep local communities engaged over the long-term.
Our approach: Strategy meets storytelling
For us, strategy always starts with a workshop; with the insight gathered becoming the foundation of any plan. Stakeholder buy-in was part of that strategic aim, and volunteers and representatives from voluntary organisations were brought on board with the aim to understand the mindset of a volunteer and identify both the challenges and opportunities when asking people to give up their time for others.
Another consideration that played a central theme in our workshop discussions was around the connotations behind the words ‘volunteer’ and ‘volunteering’ being both positive and negative. How could we quickly and deeply appeal to people’s kind-hearted values without them nervous of being consumed by volunteer demands.
From deep conversations and clear understanding, the name came first – Volunteer Cambs – which laid the groundwork for Chantal, our creative guru, to develop a collection of visual identity concepts for client review. From there, we cultivated the creation of a full brand, followed by a ready-to-use toolkit and a suite of promotional elements that the programme team and their partners could put into use straight from launch.
With all the key elements in place – from brand, to messaging, to assets, our attention turned to launch – which saw us deliver a coordinated online and offline campaign centered around the message ‘Make Your Mark’. This call to action worked county wide as a key headline statement but also worked hyper-locally too, with the name of target towns added to personalise the offer and resonate with an entire community.
The launch campaign gained the backing of the then Mayor of Cambridgeshire and Peterborough and generated significant media coverage through a targeted press release and strategic press engagement. Stakeholders across the county amplified the message, creating a ripple effect far beyond what could have been achieved alone – illustrating the value of strong relationships and strategic partnerships.
Most importantly, thousands of visitors to the new site showed a deep local interest, from which hundreds more volunteers connected with causes that mattered most to them – meaning more local organisations gained the support they needed to thrive. 18 months on, the same distinct messaging and toolkit of assets created for launch are still rolling now, proving that a well-considered campaign has longevity and is easily managed by in-house charity workers after our outsourced launch team stepped away.
Our work in partnership with Volunteer Cambs is proof that with the right strategy and community engagement approach, your message can go from unheard to unmissable.
Read our five key takeaways for volunteer recruitment and retention
If your non-profit is launching a new volunteer initiative or refreshing an existing one, these principles can help your message get noticed – and acted on.
1. Lead with impact
Show the tangible difference volunteers make. Use real stories and clear examples to make the value of their time obvious and compelling.
2. Know your audience
Create detailed volunteer personas so you can tailor your messaging to their different motivations, skills, and life stages.
3. Simplify the call to action
Remove any barriers to getting involved. Make it crystal clear what you want people to do, why it matters, and make it easy for them to connect.
4. Build advocates
Engage partners, existing volunteers, and local influencers to spread the word. Their credibility and reach can amplify your message significantly more than ever that you can do on your own.
5. Keep the conversation going
Thank volunteers, share updates, and listen to their feedback. A positive, ongoing relationship is the key to a long-term commitment.
