Using viral marketing to recruit student volunteer leaders
Abstract
Viral marketing is a technique that leverages people to spread a marketing message to others, creating the potential for exponential growth in the exposure and influence of the message. This is a particularly powerful youth recruitment tool, as young people are savvy producers and consumers of this kind of information — much of it web based. Hands On Network shared this effective practice in August, 2007, developed from the experiences of the Citizen Action AmeriCorps members.Issue
Understanding marketing techniques to use when launching a recruitment campaign for student volunteer leaders.Action
As part of the Hands On Campus Initiative, Citizen Action AmeriCorps members in Atlanta, Seattle, and Boston identified these recommendations for using viral marketing to recruit student volunteer leaders on college campuses:- Tap into existing networks on campus, such as clubs, fraternities/sororities, academic departments, or the volunteer/service learning office.
- Use word-of-mouth. Once you have a core group of volunteers or student volunteer leaders, they will be your best advertisement to recruit more students. They can spread the word faster through their networks than you can from a single point of entry on campus.
- Utilize more online and fewer printed materials. Online social networking sites, such as facebook.com and myspace.com, are popular among college and university students and are now mainstream marketing techniques. These sites are a free means of spreading information. Online calendars, blogs, and article submission to online newsletters and electronic news sources are also effective means of paperless marketing and communication.
- Highlight the benefits of service in a way that reinforces student motivation, so they will be more inclined to spread the word.
Context
Viral marketing relies on effective yet approachable communication. Students are bombarded with messaging every day from all sides, and thus they are most likely to pay attention to information that reaches them through the sources they regularly access and trust.Off the Internet, viral marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," and "network marketing."
An effective viral marketing strategy:
- Gives away products or services
- Provides for effortless transfer to others
- Scales easily from small to very large
- Exploits common motivations and behaviors
- Utilizes existing communication networks
- Takes advantage of others' resources
Citation
Context information from the article, The Six Simple Principles of Viral Marketing, by Dr. Ralph F. Wilson, E-Commerce Consultant in Web Marketing Today, February 1, 2005. Originally published 2/1/2000.Outcome
When this type of marketing strategy is implemented effectively, one of the benefits is that the marketing message becomes self-sustaining: students will reply to blogs or posts with their own questions, answers, and opinions. In addition, they are more likely to continue to message through these means after they've already become involved, thus increasing your chances of new recruitment and retention as students are likely to trust each other on these extra-curricular subjects.Evidence
Hands On Network is a Corporation for National and Community Service training and technical assistance provider. Through training and technical assistance, Hands On brings extensive expertise in leveraging volunteers to national service programs.Posted On
September 14, 2007For More Information
Lori Jean Mantooth
Hands On Network
600 Means Street, Suite 210
Atlanta,
GE
30318
Fax: (404) 979-2901
Email: lmantooth@handsonnetwork.org
Resources
Hands On Network is a Corporation for National and Community Service training and technical assistance provider. Through training and technical assistance, Hands On brings extensive expertise in leveraging volunteers to national service programs.
Listen to the October 2006 podcast, Fostering Student Leadership using ABCD (Asset-Based Community Development), from the Leadership Practice.