Partnering with Your Marketing Department to Promote and Recruit Volunteers

Introduction

• Jill M. Corrales, Volunteer Services Manager, Scripps Memorial Hospital La Jolla

• Lisa Ohmstede, APR, Public Relations Manager, Scripps Health, San Diego, California

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Four (4) hospitals on five (5) campuses

Hospital Locations

Four Hospitals Five Hospital Campuses

26 Outpatient Centers

Scripps Today …

Two of San Diego’s five adult trauma centers. 26 outpatient centers. 1,411 total licensed acute care beds. 157 medical residents and fellows. 2.3 million patient visits annually. 14,000+ employees and 2,600 physicians. 1,500 volunteers!

By the Numbers

Scripps Awards of Excellence

Scripps Volunteer Program

Your Volunteer Program Today

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Impact of Health Care Reform

• Recruit more volunteers

• Increase in volunteer roles

• Less resources

• Competitive environment

• Patient-centered healthcare

Benefits of Marketing

Why do you want to market your program?

• Recruit more volunteers

• Promote your program to the community

• Promote your program to your hospital

• Spotlight special programs and volunteers.

• Recognition and appreciation

Benefits of Marketing

Why does the MarCom Department want to market your program?

• Community interest stories

• Hospital exposure

• Maintain consistency & branding

Benefits of Marketing

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Partnering with MarCom

Who are they?

• Marketing

• Public Relations / Media Relations

• Community Relations

• Corporate Communications / Internal Communications

• Web

• Social Media

The reality of the MarCom staff

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Partnering with MarCom

Schedule a Meeting & Come Prepared

• Perform a communications audit

• Year calendar highlighting specific programs

• Discuss selling points about your volunteer program (pet therapy, junior volunteers, etc.)

• Explain how volunteers can support voter advocacy

• Demonstrate the financial value of volunteers

• Highlight specific volunteers who have a special story

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Partnering with MarCom

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Overview

•Marketing

•Public Relations

•Internal Communications

•Web / Social Media

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Marketing Materials Brochures

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Marketing Materials

Advertisements

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Marketing Materials • Information Tables

• Banners

• Promotional items

• Mailings

Public Relations

•Press releases

•Calendar items

•Media advisories

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Public Relations

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Marketing Communications

Internal Communications • Newsletters

‾ Staff ‾ Volunteers ‾ Physicians

• Emails

• Intranet

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Web / Social Media Hospital Website

Community Relations

Community Outreach • Invite the community to your hospital events:

- Sculpture Park tours - Garden Tours - Knitting & Rosary Making classes - Open Houses & Information tables

• Attend community fairs to promote your volunteer program. Community Partnerships • American Red Cross • Meals on Wheels • Boy Scout of America Exploring Post • Employment and community options • La Jolla Historical Society

Community Relations

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Internal Promotion

• Newsletter

• Festivities

• Contests

• Photo Frame

• Seasonal Themes

Internal Promotion

• Special Recognition

Internal Communications

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Invitations & Flyers

In Closing

“Volunteers may not work for money, but they don’t work for free.”

– Susan Vandendriesse

Additional Resources

•Ragan Communications – ragan.com

•Society for Healthcare Strategy & Market Development -- shsmd.org

•Public Relations Society of America – prsa.org

•International Association of Business Communication – iabc.com

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A Day in the Life of a Scripps Volunteer

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Questions?

Jill Corrales Corrales.jill@scrippshealth.org 858-626-6870 Lisa Ohmstede Ohmstede.lisa@scrippshealth.org 858-626-7142 THANK YOU!