Multichannel Campaign
Recruiting the next generation of crisis counselors.
Developed a multichannel recruitment campaign for Crisis Text Line to recruit volunteer crisis counselors across social media, email, and web.
2,022 volunteers in 2022
A year-end volunteer recruitment push tied the campaign goal directly to the year, creating a simple, memorable call to action around recruiting 2,022 new volunteers.
Campaign creative highlighting connection and care through an intimate moment between a child and adult caregiver.
Campaign creative featuring a grandmother and granddaughter, reinforcing the human impact of crisis counseling.
Campaign concept
A campaign built across web, social, and email channels.
Identify the need: Met with the Volunteer Experience and UX teams to understand counselor capacity, incoming crisis volume, and gaps in the existing volunteer pool.
Define the audience: Developed campaign messaging for diverse volunteer audiences, including Latine and LGBTQ+ communities, and identified the motivations and information needs most relevant to prospective counselors.
Bring the experience to life: Developed prompts and questions for volunteer team members to answer through 30-second selfie videos, giving prospective counselors an authentic look at the role and volunteer experience.
Drive recruitment: Distributed campaign content across paid and organic social channels, using targeted messaging and creative to drive prospective volunteers to the application landing page. Deployed an email drip campaign to re-engage inactive volunteers and encourage them to return.