Marketing Your Faculty: Volunteering

So far in this blog series, we've focused on getting your program's experts into the media, whether in print, radio, or online. Another avenue for generating publicity for your program, which has the added benefit of simply being the right thing to do! The solution is volunteering, of course. Today, we'll talk about volunteering in general, why it's a great way to draw attention to your program, boost your program's reputation, unite faculty, staff, and students in a cause, and, yes, even make the world a better place.

The Power of Volunteerism

The benefits of volunteering are well-publicized in the corporate environment; these can apply as well to your PA program. Studies show that volunteering provides an excellent opportunity to foster team building and strengthen employee relationships. By engaging in activities outside the office, team members can collaborate toward a common goal and develop a sense of camaraderie. Here are some of the numerous benefits:

1. Volunteering promotes togetherness and a sense of community. In the post-pandemic world, where remote learning and work have become more widespread, volunteering offers a chance for colleagues to reconnect and build trust. It also allows different departments and the program’s students to interact, fostering cross-functional collaboration and a more cohesive work environment.

2. Volunteering improves health. Studies show a clear connection between volunteering and improved mental and physical health. Engaging in acts of kindness and giving back can reduce stress, increase positive emotions, and alleviate feelings of loneliness and depression, problems often encountered by medical students and professionals. 

3. Volunteering meets the expectations of students and younger Employees. Younger generations, particularly Millennials and Gen Z, strongly emphasize meaningful work and social responsibility when choosing where they wish to spend their time and money. They seek programs that align with their values and actively contribute to the community. By incorporating volunteering into your program's strategy, you can attract those passionate about making a difference. Providing structured opportunities for your program's faculty, staff, and students to volunteer together demonstrates your commitment to social causes.

4. Volunteering with organizations that address social and racial inequities can be an effective way for programs to demonstrate commitment to diversity and inclusion. Volunteering also exposes employees to the experiences and struggles faced by marginalized populations, fostering empathy and understanding.

Implementing a volunteering program 

Should your program venture into organized volunteering, here are some tips to smooth the way.

• Align the volunteer work with your program’s mission and values. By aligning your volunteering efforts with your program's values, you create a sense of purpose and ensure your initiatives resonate.

• Involve your faculty (and students, if they are to be included) from the outset. Seek their input and preferences regarding charitable causes and activities. Conduct surveys, hold focus groups, or utilize suggestion boxes to gather feedback. Involvement creates a sense of ownership, increasing commitment and motivation. Establish a volunteer committee or champion network to represent different departments and interests, fostering cross-functional collaboration.

• Recognize and appreciate those who actively participate in volunteering. Implement a system for acknowledging volunteer contributions and celebrating their efforts through recognition programs, awards, or public acknowledgments.

• Integrate your volunteering initiatives into your marketing strategy to showcase your program’s mission and values. Highlight your community involvement and partnerships on your website, social media platforms, and other marketing channels. Share stories and testimonials of the impact your volunteering efforts have made. Communicating your dedication to social causes enhances your brand image and attracts students who value programs that give back.

• Finally, leverage public relations opportunities to generate media coverage for your volunteering initiatives when a volunteering event occurs. Issue press releases, pitch stories to local media outlets, and engage with journalists and influencers who cover community-related topics. 

In PA education’s competitive landscape, PA programs constantly seek ways to stand out. Volunteering opportunities are a powerful strategy that often gets overlooked. Beyond being the right thing to do, incorporating volunteerism into your program can bring many benefits, from enhancing engagement to improving perceptions to transforming the program’s culture. 

In next week's blog, I'll take this further and discuss skill-based volunteering, an area where your faculty can shine!