Case Study: Research Playbook Reshapes Nonprofit’s Volunteer Recruitment Strategy

THE CHALLENGE

Greater Cleveland Volunteers (GCV), a nonprofit dedicated to promoting volunteerism across Northeast Ohio, faced a significant challenge following the pandemic. Like many organizations, GCV experienced a sharp decline in volunteer engagement, particularly among adults aged 50 and older—a demographic that had historically formed a substantial portion of its volunteer base.

Despite expectations that volunteers would return once pandemic restrictions eased, participation remained low. Recognizing the need for a strategic overhaul, GCV engaged Roopco to conduct thorough research and develop targeted strategies to reinvigorate volunteer recruitment among older adults.

THE SOLUTION

Roopco recommended a multifaceted research and planning process to understand GCV’s existing communications and identify opportunities for improvement. Our team began by reviewing GCV’s internal newsletters, website, printed materials, social media accounts, advertising efforts and previous media placements. This initial audit helped pinpoint gaps in messaging and outreach.

Weekly meetings with GCV provided deeper insights into the nonprofit’s goals, challenges and past recruitment efforts. Roopco also conducted internal and external surveys targeting both current volunteers and non-volunteers. Additionally, phone interviews with existing volunteers provided qualitative data on their experiences, motivations and suggestions for improvement.

Leveraging 2020 U.S. Census data, Roopco analyzed where GCV’s current volunteers resided compared to where volunteer opportunities were located. This geographic analysis revealed critical gaps, particularly in the western suburbs of Cleveland, which had a higher concentration of older adults and higher median incomes—indicating potential for increased volunteer engagement. Through this comprehensive research, our team was able to demonstrate that GCV lacked brand awareness in these geographic areas—a key insight that shaped recommendations in the playbook.

Roopco compiled these findings into a 52-page research playbook with dedicated sections that addressed different aspects of recruitment such as messaging and tone, content creation, external communications and strategic partnerships. Our team then provided specific recommendations to enhance GCV’s outreach, focusing on warm, inclusive messaging that emphasized the personal fulfillment and community impact of volunteering. Visual content strategies were also included, showcasing relatable imagery of older adults engaged in volunteer activities.

THE RESULTS

This comprehensive research playbook became more than just a guide for content ideas—it served as a strategic blueprint for GCV to rethink its role and visibility within the Greater Cleveland community. Roopco presented the playbook to GCV’s board of directors, followed by several follow-up sessions with the executive team and staff to discuss its implementation.

GCV adopted a phased approach to implementing the playbook’s recommendations. Immediate actions included launching a new advertising strategy and developing a refreshed social media content calendar. Longer-term initiatives, such as forming strategic partnerships with other nonprofits and community organizations, were slated for the following year. Based on our recommendations, GCV also hired a communications professional to manage external relations and enhance outreach efforts.

The success of this research playbook led GCV to extend its partnership with Roopco, retaining the agency for additional strategic planning consulting and media relations support. Since implementing the playbook’s tactics, GCV has reported a marked rise in volunteer registrations among adults aged 50 and older—signaling a positive shift in engagement and community involvement.