Each June, Volunteers' Week (2nd–8th) recognises and celebrates the contributions made by volunteers across the UK. It's a week packed full of stories, focusing on those who give their free time to help local communities and beyond. But for marketers, it's more than just a feel-good fixture in the calendar.

As audiences increasingly expect brands to stand for something more meaningful, Volunteers' Week presents marketers with a valuable opportunity to connect with purpose. As Kamila Miller, PhD researcher and lecturer at Henley Business School and volunteer board member and communications ambassador for CIM, says: "Volunteers' Week highlights the spirit of collaboration, generosity, and human connection, which are core elements deeply relevant to marketing."

In this article, we explore how marketers can engage with Volunteers' Week and use it to make an impact. Drawing on insight from CIM's own volunteer community, we'll look at how brands can use this week to celebrate contribution, increase audience trust, and share stories that resonate beyond a single campaign.

Why Volunteers' Week belongs on the marketing calendar

With so many awareness days, weeks and cause-led calendar moments to be aware of nowadays, it can be easy for Volunteers' Week to be overlooked. But for brands serious about purpose-led storytelling and connecting with audiences, it's worth embracing. Francesca Francois, brand and social lead at Ipswich Borough Council and volunteer marketing education ambassador for CIM East of England, sees the week as a chance to reflect on the many pathways into marketing and the role volunteering plays in shaping them.

"Volunteers' Week is a great reminder that marketing is a multifaceted industry, it's not one-size-fits-all," she says. "It offers an opportunity to highlight the lesser seen pathways into the profession and how volunteering can play a key role in shaping a person's journey, whether they're just starting out or looking to give back."

It's also a chance for marketers to move beyond product and profit and shine a light on purpose. As Gareth Morgan, group CEO of The Liberty Marketing Group and volunteer board member and digital ambassador for CIM Wales, explains: "If you are marketing a brand that has volunteers, then you can work with them to create content that is very authentic. Volunteers are driven to help organisations, often for very deep, personal reasons. Showcasing these stories can help raise awareness of why your brand exists and attract other volunteers who feel the same way."

Telling real stories, the right way

Whether it's mentoring someone starting their career, supporting a local cause, or providing skills for free, volunteering is all about connections. These stories can be particularly powerful for marketers, but they should also be handled with care.

Miller highlights the need for a sensitive, person-first approach: "Marketers can authentically engage with volunteering stories by prioritising sincerity and empathy, allowing volunteers' voices and personal experiences to take centre stage. It's essential to approach these narratives with genuine care, ensuring consent, maintaining integrity, and focusing on the real impact and emotions behind each story."

Kamila Miller

PhD researcher and lecturer, Henley Business School

These stories aren't just content; they're someone's personal experience. Morgan cautions that marketers must tread carefully: "Get volunteers to sign off any content, testimonials, case studies, etc. before using them. And then don't exploit it—if they are volunteering due to something like a personal loss, don't run with that as the advert headline."

Francois adds that authenticity also means being honest about personal experiences with volunteering: "It's all about anchoring stories in real experiences. To think about the people who took time to mentor you, and the impact that had. Share how volunteering has shaped your own journey—whether it's built our confidence, helped us discover new skills, or expanded our perspective."

It's not perfect writing and fancy presentation that makes these stories resonate; it's purpose. Focus on voices and emotions rather than visuals. A simple video interview or a sincere quote can be much more powerful than a big, fancy campaign. And by celebrating a range of experiences (from small acts of kindness to long-term commitments), brands can reflect the diversity and depth of what volunteering truly means.

A bridge between organisations and their audiences

Trust in brands is hard to win and easily lost. Volunteers' stories can be a bridge between organisations and their audiences. They aren't promotional messages. Instead, they reflect who that brand is, what it stands for, and how it acts when no one's watching.

Miller explains the power these stories can have for increasing emotional engagement: "Sharing volunteering stories demonstrates a brand's values in action and reflects an authentic commitment to the community and social good. Audiences connect deeply with personal, relatable stories, which help build emotional engagement, trust, and loyalty towards the brand."

By amplifying the voices of volunteers (whether that’s employees, customers, or community members), brands can show their human side. These stories provide what Francois calls a chance to show "values in action": "When audiences see a brand supporting real people and real contributions, it helps to build genuine connection and trust. It says, 'We care. We're part of something bigger than just the bottom line.' Especially when it's continued and doesn't just end when the campaign ends."

There's also a ripple effect. Volunteering stories will hopefully inspire others to join in, as Morgan explains: "If people are sharing their stories online then it builds social proof in a strong way and can inspire others to sign up. Having a brand with strong stories about why people want to join the cause will also help with employee attraction and engagement."

Gareth Morgan

Group CEO, The Liberty Marketing Group

Learning from real examples

While many brands opt for marking occasions like Volunteers' Week with a well-meaning message or branded post, the most effective campaigns go beyond surface-level awareness. What’s really important is providing a platform for real voices, encouraging others to take part and showing a genuine commitment to community.

Francois cites a local government campaign that struck the right tone through inclusivity and community pride: "One campaign that comes to mind would be Essex County Council's 'Summer of Volunteering' in 2023. This campaign was to encourage residents to engage in community service during the summer months. This covered anything from clean ups to helping those that are isolated. By showcasing the diverse ways people could contribute the campaign highlighted the personal fulfilment and community impact of volunteering. I feel this campaign showed a sense of community pride and collective responsibility."

Francesca Francois

Brand and social lead, Ipswich Borough Council

On a national level, Miller highlights how LinkedIn used powerful storytelling to make a real impact: "LinkedIn's In It Together campaign is a wonderful example. Launched in the UK, it showcased real stories of professionals who found purpose and connection by supporting others through mentorship and volunteering. What made it so effective was its emotional authenticity: it wasn't about polished branding, but about amplifying voices and experiences that inspired others to act. The campaign highlighted how small acts of support within a professional community can have a big ripple effect. It perfectly illustrated how storytelling can elevate the human side of a platform known for career development."

What can marketers do this Volunteers' Week?

While recognition is important, Volunteers' Week isn't just about that. Marketers can use it to connect with audiences, creating a much stronger sense of purpose with brand storytelling. Here are five ways to engage with it:

1. Put the spotlight on internal volunteers

Shine a light on your own people. Whether they volunteer formally or informally, sharing their stories helps humanise your brand.

2. Invite your audience to get involved

Consider co-creating content with your community. Invite your audience to share their own volunteering stories on social media or highlight causes they support.

3. Partner with purpose-led organisations

Use the week as a springboard for collaboration, whether that's through content partnerships, staff volunteering days, or sponsoring local initiatives. It's a good opportunity to extend your reach while strengthening your brand's commitment to community.

4. Create simple, honest content

It's not always the big-budget, fancy videos that make an impact. An honest quote or a 'day-in-the-life' blog can go a long way when it's real and human. As Miller says: "Using storytelling techniques such as interviews, testimonials, and firsthand accounts can enhance authenticity and create deeper connections."

5. Keep it going

Finally, Volunteers' Week shouldn't be seen as a standalone event. Instead, look at it as a starting point for a longer-term commitment. Keeping the momentum going by sharing stories, recognising volunteers, and supporting causes all year round is what builds trust in the long run.

Final thoughts

Volunteers' Week is more than just another date in the marketing diary; it's a chance to stop and recognise the generosity, empathy and teamwork that’s needed for both volunteering and great marketing.

Marketing is all about connection, which puts us in a unique position to shine a light on the people and stories that matter. Whether it's celebrating your own volunteers, supporting local causes or sharing community stories, the most meaningful messages will always be the ones that feel real.

CIM have exciting opportunities to join our communities on a voluntary basis, if you are a professional marketer, others could learn from you! Give back to the marketing community by sharing your knowledge and skills now. If are eager to contribute, explore the roles available below.

Start your volunteering story now