The Cream of the Crop: Recruiting the Right Mentors

Transforming lives through
the power of mentoring

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Panelists

Sarah Kremer, ATR-BC Jonathan Cowgill
Program Director Recruitment Specialist
Friends for Youth’s Friends for Youth
Mentoring Institute

Link to slides and recording
of webinar will be posted to
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www.friendsforyouth.org/
Webinars.html

Resource links and brief
survey included in follow‐up
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AGENDA
•  Recruitment Basics:
Creating Structure
•  Recruitment Messaging:
Finding the Right Mentors

•  Not enough resources (staff time and
money) to support adequate recruitment
strategies
•  Attracting appropriate volunteers
•  Finding diverse and/or specific group of
mentors
•  Increased competition for volunteers
•  Volunteers may perceive clients as “too
tough,” “too difficult,” or “too scary”

•  Recruitment policy includes
–  How recruitment will be managed
–  Roles and responsibilities of staff and
board
–  Timeline describing year-round efforts
–  Written statement outlining eligibility
requirements
–  Recognition and retention activities, as
well
–  Sponsorship promotion

•  Recruitment policy includes
–  Measurable and reasonable goals
–  Appropriate staff to resources ratio
–  Current and potential partners and process
in developing relationships
–  Targeted outreach based on participants’
needs
–  Opportunities/materials for current
volunteers to easily recruit
–  Volunteer opportunities even beyond
mentoring

Barbara Webster, Going to Market

#3 Effective recruitment requires its own system.

Key Points:

! There is no hidden gold pot – recruitment requires work, an organized plan
and a system to support it.

! The plan involves:
o Step 1: Background Work
• Understanding who you are – Market advantage
• Understanding what you want – Goal setting
• Understanding who you want - Market research
o Step 2: The Tools
• The pitch
• The venues
• The materials
o Step 3: Implementation

! Without a well thought out and documented system you cannot grow
relationships - relationships end as soon as staff leaves or staff forgets
contacts.

! Make the system your legacy.
Example: Recruitment Manual

I. Recruitment Goals and Monthly Calendar of Activities
II. Information about Agency
III. Information about Clients
Recruitment: A IV. Program Messaging/Pitch
Strengths-Based V. Venues/Strategies
Approach, Center for VI. Sample Materials
Applied Research VII. Evaluation Results
Solutions,
Application:

• What is one simple activity or task you can begin to do when you get back to work

•  Program description •  Eligibility
•  Role of volunteer requirements

•  Responsibilities of •  Specific preferences
volunteer •  Benefits & rewards
•  How volunteers & •  Outcomes
clients spend time •  Support from
together staff

•  Qualities •  Special Skills
•  Gender •  Motivations

•  Age •  Concerns

•  Location •  Outcomes
•  Attitude toward
•  Interests
clients

Marketing Tools include
•  Slogans and phrases
•  Blurbs for online postings
•  Speeches
•  Print (brochures, flyers, posters,
newspaper ads)
•  Media (video, PSAs, interviews)
•  Media campaigns (radio and
TV interviews)
•  Website

Marketing Tools include
•  Large-scale media (billboards, bus
posters)
•  Social media (Facebook, Twitter,
LinkedIn, YouTube, blogs)
•  Promotional items (stickers, magnets,
pens, t-shirts)
•  OpEd letters
•  Press releases
•  Presentations
•  Radio and TV spots

Strategies
•  Easy sign-up/inquiry process
•  Regular and consistent visibility
•  Prompt follow-up
•  Personal attention
•  Committed volunteer recruiters
•  Community involvement

Strategies
•  Information meetings at sites convenient to
potential volunteers
•  Frequent assessment
•  Ability to measure efforts for future planning
•  Consistent tracking and timelines to assess/
try new strategies
•  Repeat appeal as often as possible to as
many people as possible

•  8% inquire match
•  25% info session match
•  50% interview match
•  85% training match

Friends for Youth Mentoring Services FY2010‐2011

INQUIRY ORIENTATION MATCHED
Internet: postings/blogs 38% 46% 36%

Internet: ads 4% 8% 10%

Internet: other 2% 3% 6%

Internet: website 1% 1% 2%

Unknown 15% 9%

Other 12%

Friends for Youth events 14%

Corporate events/postings 10% 6% 6%

Word of Mouth 9% 19% 22%

Newsletters/mailings 3% 4%

TV/radio/print 3% 2% 2%

Community events 2% 2% 2%

Colleges & Universities 1%

Friends for Youth Mentoring Services FY2010‐2011

Potential Partners
•  Current and past
mentors
•  Churches, synagogues,
other faith-based
centers
•  Corporations
•  Small businesses
•  Service Clubs
•  Community leaders

Potential Partners
•  Chambers of Commerce
•  Reporters
•  Parents/guardians
•  Referral agents/youth
professionals
•  Board of Directors/Advisory
Board
•  Universities or colleges
•  Local personalities

•  People don’t join agencies - they join other people
•  Volunteers, board members, staff, and donors all want
to join winning team
•  Sad stories don’t sell
•  Share your enthusiasm and your passion
•  Consistency pays off
•  Increase your circle of influence
•  Leave legacy by strengthening your infrastructure

Recruiting volunteers is similar to raising funds:
•  Relationship, Relationship, Relationship
•  Understand who you are talking to
•  Sell your story in an eloquent and organized
fashion
•  Diversify efforts
•  Speak to heart and mind of clients
Susan Ellis, Volunteer Recruitment

•  Organized
•  Thoughtful
•  Succinct
•  Warm and personable
•  Catchy and attractive

•  Imagery reflects ideal volunteers (signed
releases)
•  Accurate to role and population served
•  Outlines benefits and costs for volunteer
mentors
•  Attracts appropriate and careful volunteers
•  Indicates commitment, frequency of
meetings, and screening process
•  Expresses realistic aims and expected
outcomes
•  Expresses strong Call to Action

•  Spencer (2007) found that many volunteers enter
mentoring relationships with high expectations of
“making a difference” in life of child, but these
relationships prove to be more challenging than
anticipated
•  When imagined outcomes are not immediately realized
or take a different form than what was originally
expected, mentors may decide that relationship is not
what they had bargained for and may end match
prematurely

•  Women more likely to volunteer than men
•  Older generation more likely to volunteer with
school-based programs
•  Biggest challenges: lack of time, lack of confidence
•  Volunteers from higher incomes sustain longer
relationships
•  College students have less stable mentoring
relationships
•  Corporate volunteers prefer site-based opportunities
Center for Applied Research Solutions, 2006

Question: What do we do to
recruit people of color/certain
age/specific gender as
volunteers?
Answer: The same thing you
do to recruit people from
other communities!
BUT tap into cultural and ethnic
organizations that already
exist in these communities
Sales, 2011

•  Culture: behaviors and practices, attitudes and
core values and institutions of influence that
create and define people or organization’s
values.
Ensure your organization is culturally competent
–  Organizational awareness
–  Value diversity
–  Manage dynamics of differences
–  Adapt to diversity
–  Institutionalize cultural knowledge
Sales, 2011

•  Evidence of voices from
underserved and unserved
(community not just providers)
included in program planning/
selection
•  Outreach strategies are creative
and innovative
•  Program design addresses
demographic disparities
Sales, 2011

•  Program targets specific
strategies for under/unserved
populations
•  Evidence of cultural specific and
language strategies, across age
groups
•  Include clear analysis of
population disparities
•  Program/strategy is tied to new
solutions and program design
Sales, 2011

•  Start within your organization and use current resources
–  Current staff, mentors, Board members of same cultural group
seeking
•  Conduct asset mapping exercise to identify people and
organizations (TCAM)
•  Host focus groups
•  Create visual profiles of wanted mentors from collage
images (Sales, 2011)

! !
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•  Ask directly
•  Be clear and upfront about commitment, costs,
expectations
•  Empower ambassadors already familiar with agency
•  Be prepared to ask different questions depending
upon readiness of potential volunteer
•  Be proactive – plan answers to obstacles and
challenges
–  Time commitment
–  Unsure of activities
–  Potential mismatch

Center for Applied Research Solutions http://www.carsmentoring.org/publications
•  Recruitment: A Strengths-Based Approach
The Center for the Advancement of Mentoring http://www.advancementoring.org/
•  Asset Mapping Action Plan
National Mentoring Center http://educationnorthwest.org/nmc
•  Volunteer Motivation and Mentor Recruitment
•  Effective Mentor Recruitment: Getting Organized, Getting Results
•  Marketing for the Recruitment of Mentors
•  Putting the "Men" Back in Mentoring
MENTOR http://www.mentoring.org
•  The Wisdom of Age: A Handbook for Staff (2009)
•  RIA, Issue 8: Mentoring Across Generations: Engaging 50+ Adults as Mentors
•  RIA, Issue 2: Effectiveness of Mentoring Program Practices
Mentor Michigan http://www.michigan.gov/mentormichigan/
•  Men in Mentoring Toolkit

Thank you!
Link to slides and recording
of webinar will be posted to
h5p://
www.friendsforyouth.org/
Webinars.html

Resource links and brief
survey included in follow‐up
email

Next Webinar
Tuesday, September 20

Out Here in the Field:
Special Issues for Rural
Mentoring Programs

with Kathryn Eustis and
Dena Valin, presenters at
the 2011 Friends for Youth
Mentoring Conference

www.mentoringinsMtute.org
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The Cream of the Crop: Recruiting the Right Mentors

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