Volunteer Redesign Go-To-Market
1. The Challenge
Eventeny was redesigning its volunteer management workflow, replacing a collection of tools with a guided process for organizing volunteers, teams, and departments. The challenge was introducing a fundamentally different workflow to existing users while encouraging organizers who weren't using volunteer management to adopt it.
What’s new
Guided walkthrough of volunteer organization
Question series on needs for volunteers, teams, and departments
2. The Audience Insight
Event organizers can perceive volunteer management as complicated, time-consuming, and difficult to approach. For organizers who aren't already using the feature, that perceived effort can become a barrier before they ever experience its value.
User pain points
Intimidating nature of the tool
Assumed to be time-consuming
Unclear value addition
3. The Strategic Opportunity
Launch needs
Approachability for a friendly, accessible introduction
Instant connection to invite an audience overwhelmed with the idea of taking on more
Effortlessness to make the audience not feel as though they’re taking on more
4. The Concept ⭐
The Setup Wizard
Internal language around “magic” provided a natural creative framing for the launch. The concept positioned the new workflow as something that handles the complexity for you, making volunteer organization feel effortless rather than like another task to learn.
Effortless: Magic delivers results while skipping the perceived work.
Simple: The framing makes a multi-step process feel approachable and easy to begin.
Improvement: Better organization means a better-run event and greater confidence for the organizer.
The result: Grow your volunteer team without added time or effort
5. The Messaging Framework
Core message: Volunteer management so fast it’s magic
Key benefits: The volunteer wizard will help you
Build effective team structure with confidence
Volunteer teams that work from the start
Team structure that is clear and effective
6. Creative Execution
Resulting deliverables include
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