Canadians have a rich history of volunteering and community involvement. Volunteers are on the front lines of all of our community services – community health care, heritage and arts, maintenance of green space, disaster relief, volunteer firefighting, minor sports – the list is endless. The work of the volunteer is essential work. National Volunteer Week (NVW) pays tribute to the millions of Canadian volunteers who donate their time and energy. NVW is the biggest celebration of volunteers and volunteerism this country has and Volunteer Canada is taking the lead on the celebrations again this year. The 2009 campaign was developed to help organizations and individuals from coast to coast to coast deliver their own NVW celebrations the week of April 19 to April 25. To help you say ‘thank you’ to volunteers, we have developed a wealth of resources and products. If it is posters, postcards, volunteer recognition materials or free downloads you are looking for, or if you simply need some tips in event planning or promoting NVW locally through media – we have it all here through this one-stop-shop website. We are also inviting Canadians – from individuals to organizations that work with volunteers – to submit their photos and videos that recognize volunteerism as being an essential part of who we are. Go to the home page to upload them online! Join us celebrating National Volunteer Week this year. Explore the website to find the products and resources you need to deliver your very own volunteer recognition celebration. Volunteer Canada wishes to thank Investors Group for their generous sponsorship of National Volunteer Week.

Going public

Publicity and promotion are important. To help ensure that volunteerism continues to thrive, it needs to be kept “top-of-mind” through increased recognition and public awareness. Whenever possible, try and involve the media in your national volunteer week plans. Whether it’s pitching a story about one of your outstanding volunteers or soliciting media coverage for an event that you’re holding, getting NVW in the news locally advances the cause of volunteerism in your region and across Canada!  

The commonplace is not news!  Remember that coming up with a new or unusual story angle increases the chances for media interest.  The same goes for event coverage.  While a traditional pancake breakfast may not be of much interest to journalists, a pancake breakfast served by the mayor or local celebrities to community volunteers might be and the accompanying photo opportunities are an added draw.

Not all promotion is about pitching

You can also gain recognition and support for NVW in other ways that are just as valid and sometimes more appropriate than soliciting media attention. Promotion can involve hanging a poster, hosting an event, handing out flyers, setting up a mall exhibit or giving a speech. Do whatever you can—it’s for a great cause!

Mayoral proclamation

Ask your local Mayor’s office to have the Mayor publicly proclaim April 19 to 25 National Volunteer Week. Not only could this grab the attention of some local media, it also reminds city hall of the important week-long celebrations. Be sure to send in your   request at least six weeks ahead of time to allow the Mayor’s office to process the proclamation. By forwarding your own proclamation language, the Mayor’s office will thank you and could significantly speed up the process. Use our Mayor proclamation template as a guide.

Advertising

Budget allowing, we provide some print advertisement blocks that can be submitted to your local community or daily newspaper. By purchasing advertising, you are guaranteeing placement of your message at a set date. Be sure to investigate submission deadlines with your local newspapers.

Media advisory

Pitch your local radio station, television studio or newspaper to cover your event. To grab their attention, send a media advisory that explains the event and advises on possible interview opportunities. Not sure how to write a media advisory? Check out our template.

PSA

Public service announcements are messages that promote programs, activities and services of groups that serve the community. They are broadcast at no charge. Radio stations are inundated every day with PSAs and select those to be aired by how well they match the station’s criteria. Your PSA is more likely to be aired if it appeals to the station’s audience, revolves around an important issue, has little or no controversy and is creative. PSAs should be sent to the PSA director two to three weeks before you want it to be aired. Make sure you’ve done your homework to find out the preferred method of submission for the station you’re targeting—some stations prefer email, others have a PSA hotline. Not sure how to write a PSA? Check out our template.

Chatter sheets

Chatter sheets are simple sheets of paper containing easy, interesting bites of information on your event and your organization. Radio DJs can make use of these as they keep up the lively “chatter” on their shows. Supply 10 or 15 seconds worth of information on your event, facts and figures, historic milestones or tie-ins with local or national observances.

Letter to the editor

A letter to the editor of your local newspaper can garner great exposure for your organization and for National Volunteer Week.

Community calendar announcements

Most radio stations and local television studios can provide Specific mention of events that are open to the public. Keep your announcement brief—only 8 to 12 seconds in length—and be sure to provide the name, date, time, location and cost of your event.