Marketing Strategy for The Holiday Project

The Holiday Project is a 53-year-old national nonprofit organization that organizes volunteer visits to people confined to hospitals and nursing homes. Our mission is to bring companionship and holiday spirit to individuals isolated in residential institutions, nursing homes, and hospitals. In several states in the US, we coordinate volunteers to visit residents during major holidays like Thanksgiving and Christmas. During COVID-19, our organization stopped doing visits and the prior leadership disbanded the organization. Some of the Holiday Project volunteers got together and put the organization back together. We would now like to scale out the operation so that we have a wider reach and impact across the country. We are looking for ideas on how we can advertise the organization to folks looking to volunteer as team leaders and lead Holiday Project visits at facilities in their local communities. We are looking to identify an approach to expanding our reach, whether by advertising on volunteering platforms that have a broad reach or by using other tools and technologies.

We need a volunteer to brainstorm a marketing tactics that prioritize outreach approaches to recruit volunteer team leaders nationwide. In the one-hour session, the volunteer should evaluate candidate channels (volunteer platforms, community and faith organizations, corporate volunteer programs, social media, and local media), suggest messaging themes and target audiences, recommend low-cost tools or partnerships to scale outreach, and propose a simple pilot approach and success indicators.