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How HandjeHelpen recruits more volunteers with a smart marketing strategy
HandjeHelpen is an organization that believes in a society in which everyone can participate and in which people are there for each other. They contribute to this by supporting people who cannot fully participate without help. They do this by linking these people to volunteers.
HandjeHelpen focuses on making the right match between help seekers and volunteers, but overburdened informal caregivers can also turn to HandjeHelpen. The organization works with customized solutions, in which the wishes of the help seeker are always central. And that in 17 municipalities throughout Utrecht and Amsterdam.
In this case
- Challenge
- Solution
- Facts & figures
Limited budget hampers competitive position
Challenge
Finding these volunteers is of course the main challenge for an organization like HandjeHelpen. As a non-profit organization with a limited budget, it is difficult to compete effectively with commercial parties. For a long time, the focus was on recruiting donors to generate resources. But with an increase in requests for help, it became clear that the priority had to shift to attracting more volunteers.
Solution
To support HandjeHelpen in their recruitment goals, we used various techniques and tools. We opted for a hyperlocal targeting strategy, in which we specifically targeted advertising at municipalities such as De Ronde Venen. Here, online targeting on Google for effective recruitment and Facebook for brand awareness was combined with offline actions, such as banners and flyers at local gyms and collaboration with DPG Media for advertisements on local news websites. This mix of online and offline marketing ensured a strong presence in the region.
An important part of the strategy was the use of Google Grants. This is a program that offers non-profit organizations free advertising budget via Google Ads. By applying a comprehensive strategy, we were able to use all available clicks, with a focus on recruiting volunteers. For each municipality where HandjeHelpen is active, we ran specific campaigns. This would make paid campaigns far too expensive, but with Google Grants we were able to circumvent this challenge.
What is Google Grants?
Google Grants is a program from Google that helps nonprofits by giving them a free monthly advertising budget of $10.000 via Google Ads. This allows organizations to increase their visibility and attract more visitors to their website, without it being at the expense of their limited budget. The program is ideal for organizations like HandjeHelpen, who want to advertise effectively with limited resources.
Google Grants allows HandjeHelpen to set up targeted campaigns to recruit volunteers. This helps them spread their message more widely and reach their target groups effectively, without straining their own resources.
Facts & figures
The executed strategy has yielded significant results for HandjeHelpen. Through a smart mix of Google Grants, hyperlocal targeting and both online and offline marketing, HandjeHelpen has been able to attract more volunteers and increase their impact.
The main results:
- Increase in volunteer recruitment: 53% compared to last year
- Cost per conversion: Decreased by 30%
These figures show that the chosen approach is both effective and cost-efficient.
Do you want advice or help with your recruitment marketing? Social Brothers will help you! Contact us via the module at the bottom of this page or visit our Contact page.
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