Tree helps victim support

tree has announced its appointment by the charity Victim Support to undertake a programme of research into its volunteer workforce. This is the first stage of planning a new recruitment campaign for Victim Support to significantly increase the numbers of volunteers in an increasingly competitive sector.

treeís main objectives for the research are to understand who volunteers for Victim Support, and what motivates people to volunteer for Victim Support. The research findings will feed into developing a targeted recruitment campaign with volunteer understanding at its centre. tree will draw on its unique approach of combining quantitative and qualitative data collected from key stakeholders and target audiences across the organisation to provide direction for the recruitment campaign.

The traditional approach would require Victim Support to brief multiple agencies; quantitative research, qualitative and data consultancy. In choosing tree Victim Support has one point of contact who understands the overall objectives of the campaign and who can deliver an integrated response to the brief. tree will provide Victim Support with the following information sources:

Market review ñ the current volunteering context for Victim Support, trends, forecasts and the socio-economic and political factors that may impact on volunteer recruitment

Online stakeholder discussion group ñ to gain consensus on issues from key stakeholders across Victim Support

Quantitative research - to segment and profile existing volunteers

Qualitative research groups ñ to understand the different triggers that motivate people to volunteer for Victim Support

Stephen Hanvey, Head of Membersí Services at Victim Support says, ìWe couldnít function as a charity without the hard work and dedication of our 12,000 volunteers. We need to continue to recruit people, not only to enable us to grow and develop our work, but to ensure that all communities are represented in our workforce ñ as they should be. We see our work with tree as a vital step in responding to the challenge of continuing to recruit the best volunteers.î

Matthew Bayfield, Partner and Co-Founder of tree, says ìConsumer knowledge is a powerful tool. For any brand to succeed it is vital that Victim Support understands what makes their volunteers tick by endeavouring to understand, predict and influence their behaviour. Effective customer relationship management is dependent on successful consumer understanding. This is precisely what Victim Support will achieve with significant improvements in their return on investment.î

www.victimsupport.org.uk