This story has been updated
Manulife Financial and not-for-profit organization Volunteer Canada today launched a new marketing and social media initiative that aims to boost the ranks of Canadian volunteers.
The core element of the campaign is the Manulife-sponsored website GetVolunteering.ca, which houses, among other things, video testimonials from volunteers. At the companion site GetInvolved.ca, an interactive “Get Matched” tool helps individuals find volunteer opportunities that match their interests and geographical location. Organizations can use the tool as well to advertise volunteer positions.
The tool is accessible via the website or by downloading an application to an individual’s Facebook page.
The matching tool was developed by Q Media Solutions. Toronto’s Manifest Communications developed the GetVolunteering.ca website, the Facebook app and a television spot that depicts a series of volunteers at work in the community.
Nicole Boivin, senior vice-president of human resources and communications for Manulife Canada, said the campaign emerged in response to research conducted by the company, along with Volunteer Canada and the Centre for Voluntary Research and Development.
“One of the gaps that came out in the research was that there are many organizations that are crying for volunteers and many potential volunteers that have no idea how to access the opportunities that are there,” said Boivin.
“This is a little bit like a dating service.”
Another element of the campaign is an initiative dubbed the “good-ometer” that rewards individuals who alert Facebook friends to volunteer opportunities and the campaign website. When an individual’s good-ometer reaches 100%, they can choose one of six charities to receive a $25 donation from Manulife.
Boivin said the good-ometer, and the campaign’s social media focus in general, represents a way for Canadians to take ownership of the initiative.
“What we’re trying to do is make this a part of [citizens’] everyday life and create some dialogue around it,” she said.
Manulife, which chose volunteering as its “signature” corporate social responsibility cause last year, has budgeted up to $10,000 worth of donations to participating charities MusicCounts, Habitat for Humanity, Frontier College, Boys and Girls Clubs of Canada, Evergreen and CUSO-VSO.
