FASP Recruitment and Retention Tip #17

Your Digital Marketing Site


Once you have established your organization’s presence on a website, facebook, Instagram or other social network, you have entered the world of digital marketing. Digital marketing is defines as the component of marketing that utilizes internet and online based digital technologies such as desktop computersmobile phones and other digital media and platforms to promote products and services.[1]


The website or “landing page” is probably the most important marketing tool your organization has. The page becomes the focal point for all the reader “sees” about their potential involvement. They can either see themselves benefitting by being in your organization or not. For example, landing on the page and immediately being told the candidate will have to work three fundraisers a month and attend only training every other week (only held on Tuesday nights and is mandatory), and then having to fill out a 40-question application, may be a turnoff……yet such sites exist and wonder why they get no recruits.


Remember the world of communication with potential candidates has changed. Use your facebook page to get people to your website and to the volunteer/recruitment page. Even if you use traditional marketing techniques like fliers, posters, yard signs, etc., drive the readers to your website for next steps.


Also, linking your landing page to newsletters by your municipality, school district, local colleges, business groups….and the list goes on…….


All of this takes us to a concluding point for driving people to a highly functional website. If you want to meet potential volunteers in their environment, it MUST be via an on-line presence. Using as many social media and traditional sources as possible to create an interest and driving these candidates to a highly-engaging webpage may be you best bet in today’s world to recruit new members.

[1] https://en.wikipedia.org/wiki/Digital_marketing