CASE STUDY

Manifesto for Transformation: Marketing Playbook for Volunteer Recruitment

Drawing on Dirigo’s distinctive expertise as impact-driven marketing strategists, our team crafted a marketing playbook that aims to steer Big Brothers Big Sisters of Southern Maine’s volunteer recruitment strategy. Meticulously tailored through extensive market research, stakeholder interviews, and exhaustive marketing due diligence, this playbook is intricately designed to propel the organization towards its objectives, including expanding reach, engaging diverse communities, and fostering profound and lasting connections.

Big Brothers Big Sisters BBBSSM Case Study Cover

Background & Goals

Big Brothers Big Sisters of Southern Maine partnered with Campfire with a pivotal aim: creating an inclusive and expansive marketing strategy to connect with a broader and more diverse pool of potential “Bigs” or mentors. As their roster of Littles continues to expand, they recognize the imperative for a proportionate growth in Bigs, fostering a representation that mirrors diverse cultures, experiences, and identities. The Volunteer Recruitment Playbook was conceived to elevate the overall impact of Big Brothers Big Sisters of Southern Maine by enriching and broadening the volunteer base. Its central objective: to diversify and amplify the mentorship network, with a focused initiative on recruiting a larger cohort of male, BIPOC, and LGBTQ+ mentors.

Our Approach

  • Discovery - Our collaboration with BBBSSM commenced with an immersive discovery program, enabling our team to delve extensively into their past marketing initiatives and strategies. We gleaned invaluable insights from board members and stakeholders, engaged in interviews with both current and past volunteers, conducted meticulous market research, and executed an exhaustive digital due diligence. These multifaceted findings from our initial exploration provided us with the indispensable insights needed to pinpoint content pillars and key focus areas essential for shaping the Volunteer Recruitment Playbook
  • Playbook - Our efforts culminated in the creation and delivery of the Volunteer Recruitment Playbook. This comprehensive guide centers on strategic campaign strategies, media utilization, and lead generation, serving as a navigational beacon in the complex realm of content creation and marketing for BBBSSM. By harnessing innovative lead generation techniques, optimizing conversion rates, and adopting a robust tech stack, BBBSSM is now equipped to streamline its volunteer recruitment process. This ensures that every prospective Big encounters a positive and supportive journey, fostering a more seamless and fulfilling experience for all involved parties.
  • Execution - In the current phase of our partnership with BBBSSM, our strategic marketing team collaborates closely with them to curate compelling content for owned, earned, and paid media channels, aimed at attracting a wider and more diverse pool of prospective Bigs into their volunteer recruitment funnel. Utilizing the playbook as our guide, we’re actively implementing recommended strategies and providing support to their internal marketing team, ensuring the seamless realization of the playbook's strategies and objectives

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