Americans are Turning Off the News
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Vermont Guardian ad Litem (VT GAL) was struggling to recruit enough volunteers into the GAL training program. There was a shortage of trained GALs to cover the state sustainably, and many GALs were required to carry too large of a case load in order to meet the demand.
Branding Strategy & Positioning
What were the current barriers preventing potential GALs from applying and participating in the program? We needed to know the answer before launching into a recruitment campaign.
Current volunteers were highly motivated and engaged in Vt GAL's work. We needed to minimize their frustrations with state communications and leverage what they shared that inspired them.
GALs are motivated by the children they serve. Building on available national images, we applied the Vermont GAL program brand and developed a series of posters and digital ads for regional use. These were supported by statewide radio underwriting, local advertising, letters to the editor, and other public relations efforts.
Regional recruitment coordinators now have a toolkit of materials.
Vermont GAL received an FY2018 CASA grant to expand the toolkit and assist in implementing the recruitment program.