Recruitment campaign: The Rainbow Group
The question
De Regenboog Groep, a large, informal care provider in Amsterdam, cannot do without volunteers. They are committed to do something about loneliness and poverty in the city, but also to offer support to the homeless. Because a growing number of people appeal to them, new buddies, buddies and coaches are also needed. That is why the help of De Wolven was called in. Our assignment? Help De Regenboog Groep recruit over three hundred new volunteers.
Our Actions
- Develop the campaign: ‘Every day a new volunteer gets to work’. With as components:
- a LinkedIn campaign, where people with a suitable volunteer profile were ‘Hired’;
- A playful image campaign in the form of three postcards and posters. The cards were distributed throughout Amsterdam at coffee bars. The posters were hung up in other (catering) establishments;
- A summer event, where people waiting for a buddy could speed date with interested volunteers;
- Developing and distributing press materials such as a press release and press photo;
- Warming up national and local media to pay attention to the campaign and to make a report of the speed dating event.
The results
Het Parool, Echo and Amsterdam FM all covered the start of the campaign. De Telegraaf reported extensively on the speed dating event, as did Magazine MUG. And, last but certainly not least, many new interested parties (over 300!) registered with De Regenboog Groep as a result of the campaign.
