Project 1.1 - A diverse base for recruitment

Pillar outcome: A new Member journey (including into leadership)

Issues

We have conducted extensive research into the causes of our membership decline. We know that if we are to grow, we need to reach new groups of people.

As we do this, we want to maintain our Vincentian principles as the core of who we are.

Identified task(s)

Develop a funded plan for a national recruitment campaign across all State and Territories with benchmarks.

As part of the plan, develop an omni-channel national campaign to attract and retain the most diverse group of people who identify with Vincentian principles.

‘My Kind of Good’.

Success indicator(s)

• If you’re in Australia and care about social justice, you naturally wish to volunteer with the Society.
• Our membership is growing (preferably doubling) with shared targets.
• Diversity is increasing exponentially alongside that growth (with targets).

Related sub-projects

1.2 Our compelling, shared story in 2023

1.3 The new Vincentian experience

3.2 The human interactions that support change

3.3 Promoting and sustaining experimentation

3.4 Accountability and following through

Progress

A discussion paper on membership was prepared in late 2023 and continues to inform this project team. The discussion paper outlines 'the problem' and explores 'the opportunity' using data and the changing nature of volunteering in Australia, whilst keeping the discussion firmly focussed on the Society.

There are two key activities being progressed by the Project Team:

• Conference readiness
• Development of a national recruitment campaign 

Conference readiness

If the national recruitment campaign is successful, this will mean an influx of new Members. Understanding which Conferences are ready for new Members will help make the process better for everyone, and hopefully mean new Members enjoy their first experience with the St Vincent de Paul Society.

A self-assessment tool for Conferences to gauge their recruitment readiness is being developed and will be made available to Conferences in 2025.

National recruitment campaign

A recruitment campaign brief is being developed by the Project Team, which includes the following elements:

• Profiles of new Members to be targeted in the national recruitment campaign
• Key messages and themes
• Media channel identification (options include tv, radio, social media, podcast ads, printed ads, etc.)
• Draft campaign budget
• Campaign timeline
• Creative assets (e.g. ads to attract new Members, etc.)
• Evaluation program

Please note that whilst the national recruitment campaign was supported by Congress Delegates and several State and Territory Councils, it has not been approved and will need to go through an approval progress in early 2025 in order to proceed.

Resources

Champion John O'G

Project team: Peter C; Peter D; Louis H; Grace P; Jo G; Shancy S; Michelle C; Mike D. Members wishing to join this team should contact congress@svdp.org.au

State / Territory support:

• NSW – investigating and resourcing the diverse membership recruitment campaign.
• SA, Tas – diversifying recruitment
• WA, Vic – support national recruitment campaign

National Support:

• Establish and maintain Teams site for Project team
• Communicate on website
• Communicate with key internal governance bodies for advice on implementation, such as:
  • National Membership Network
  • National Mission, Membership & Spirituality Standing Committee
  • Spirit of Youth 
• Support each Congress Project Team

• NCS can be contacted on Congress related matters via congress@svdp.org.au

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