Building a Strong Volunteer Value Proposition: Research Project Case Study
The Charity: An accreditation and volunteering organisation
Client Duration: 3 years
Industry: Facilities Maintenance and Services
Modules used: Pulse (separate platform to employee surveys)
The Challenge
(Client) needed a way to better define the value proposition for volunteers across three major strands of volunteering. As of the beginning of the project, these were ill defined, making recruitment and allocation of volunteers difficult.
In addition, the organisation didn’t have a clear picture of how well they were delivering on their promises to volunteers who were currently doing work with them.
What We Implemented:
We launched a two phase project to combine both qualitative and quantitative research to define and then validate the volunteer value propositions. This took the form of a series of interviews conducted over teams followed by an open pulse survey supported by PxVoice to identify key themes.
Key Insights:
- 12 interviews run, enabling the crafting of an interim results pack and a 15 question survey to validate the findings.
- 67 volunteer survey responses received, leading to three major changes between the interim and final results packs.
- Key insight generated: Clear definition between volunteering types, particularly in teasing apart the proposition for two forms of volunteering that used to be run under the same brand.
- Presented back to internal stakeholders for each volunteering brand – giving clear feedback on the current volunteer experience, recommended improvements, and the value propositions themselves
Early Wins / Outcomes:
Delivery of a value proposition for each volunteering type comprising of:
- An “elevator pitch” summary crafted from volunteer motivations, useful quotes for advertising for new volunteers
- Primary and secondary motivations for engaging in each volunteering type
- A key experience enhancement opportunity to better live up to that proposition.
Delivery of a volunteer experience assessment: covering the highlights, challenges and suggestions for volunteers across the interviews and the survey.
Quote from client:
“Thank you so much, these insights are incredible. Can we do this every year?”
- Volunteer senior brand manager
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