WASHINGTON, DC -- Research done by Independent Sector shows that most older adults will volunteer when asked, but that less than half are ever asked.
To help nonprofit organizations to do more asking, Experience Corps has collected what's known about crafting successful recruitment messages aimed at older adults and published Appealing to Experience: Zeroing In On the Right Message.
The 40-page booklet -- available free while supplies last -- includes information gathered from advertising executives, academic researchers, focus groups, nonprofit organizations, federal agencies, volunteer recruiters, photographers, and storytellers. Much of the research was funded by a grant from the U.S. Administration on Aging.
Appealing to Experience includes insights on the psychology of retirement, the potential pitfalls of certain word choices, the factors that may motivate older adults to serve, plus advice on how to target messages and how to incorporate humor, stories, and photos. In addition, the booklet explains why Experience Corps and three other organizations chose certain recruitment messages -- and what they learned from their campaigns.
"The first of 77 million Baby Boomers will turn 60 next year," notes Experience Corps CEO John S. Gomperts, "and it won't be long before we have unprecedented numbers of older adults with time and experience to share. We're working to help the nonprofit sector find ways to reap an experience dividend to strengthen America."
Appealing to Experience follows Experience After School, a previously published Experience Corps booklet designed to help providers of after-school care engage more older adults as volunteers and paid staff. Future booklets will cover on-the-ground recruitment tactics, leadership, and training issues.
To get a free copy of Appealing to Experience: Zeroing In On the Right Message, click here.
To view or download the entire publication in PDF form (Adobe Acrobat required), click here.
|
ABOUT
EXPERIENCE CORPS
Experience Corps® offers new adventures in service for Americans
over 55. Now in 13 cities, Experience Corps works to solve serious
social problems, beginning with literacy. Today more than 1,800 Corps
members serve as tutors and mentors to children in urban public schools
and after-school programs, where they help teach children to read
and develop the confidence and skills to succeed in school and in
life. Research shows that Experience Corps boosts student academic
performance, helps schools and youth-serving organizations become
more successful, strengthens ties between these institutions and surrounding
neighborhoods, and enhances the well-being of the volunteers in the
process. Experience Corps is a signature program of Civic Ventures.
|
