VolunteerMatters | Program Identity
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Program Identity

Program Identity


An investment in volunteerism yields significant dividends.  Aside from better serving our communities, it enables us to attract and retain new members/customers/supporters, increase individual donations, build corporate partnerships, and improve our brand value by highlighting our commitment to social awareness.  With this in mind, it is imperative to define the mission, vision, values and messaging for all audiences you wish to attract to the organization through volunteerism.  Our program identity consulting helps to define the following for your organization:

Volunteerism Mission statement
The volunteerism mission statement explains the volunteer program’s reason for existence. It should directly support the organization’s mission statement.


Vision Statement
A vision statement describes the organization’s relationship with volunteerism as it would appear in a future successful state. For example, if the organization were to achieve all of its strategic goals, what would it look like 3-5 years from now?


Values Statement
A values statement describes the core beliefs surrounding volunteerism and how those beliefs impact how it will behave. In a values-led organization, the values create a moral compass for the organization, its employees, and volunteers.


Engagement paths
We will define the different ways in which volunteers impact your organization today and how you would like to invite them to participate in the future.  Examples might include  special event, program support, fundraising, administrative, corporate, leadership, and membership.  These services will help to define and describe each in a way that speaks to a prospective volunteer or strategic partner.


Audience Messaging
VolunteerMatters will help develop standard messaging specific to your target audiences.  This messaging will encourage thoughtful consistency when developing any written materials to interact with varying target audiences (e.g., awareness campaigns, invitations, solicitations, thank yous, or press releases).  Example target audiences may include:

  1. In-House staff
  2. Individual volunteers
  3. Corporate partners
  4. Community agencies/partners
  5. Beneficiaries

Brand Guidelines
We will gather and document your organization’s requirements for logo usage, fonts, color palette, and key brand images to be used throughout the systems.  


Program Identity Guideline