We have tremendous respect for the firefighters, emergency responders, and volunteers who dedicate their time and talents to keeping our communities safe. Their willingness to answer the call, often in the most challenging moments, makes a lasting difference in the lives of countless families and neighbors.

That is why it was an honor to partner with Lower Swatara Fire Department on a volunteer recruitment initiative designed to strengthen their department and help connect a new generation of volunteers with opportunities to serve.

The Challenge

Like many volunteer fire departments across the country, Lower Swatara Fire Department faces the ongoing challenge of recruiting and retaining volunteers. Nationally, volunteer participation has declined over the past several decades, creating a growing need for departments to raise awareness and engage prospective members.

The department wanted to reach younger audiences, particularly individuals in their late teens and twenties, and communicate that there are many ways to serve, both on and off the fireground.

Developing the Recruitment Brand

Our first step was to create a recruitment campaign identity that would resonate with younger audiences while reflecting the commitment and courage of the volunteer fire service.

Working closely with department leadership, we developed the campaign tagline:

“Others Run Out. We Run In. Join Us.”

This message became the foundation for all recruitment efforts, highlighting both the purpose and pride of volunteer service.

Recruitment Video: “Answer the Call”

To bring the campaign message to life, we produced a 2.5-minute recruitment video titled “Answer the Call.” Rather than focusing solely on emergency response, the video highlighted the people behind the department and the deeper motivations that inspire volunteers to serve.

Through authentic interviews and personal stories, firefighters and volunteers shared why they joined the department, the sense of purpose they found through service, and the impact volunteering has had on their lives. The video explored themes of character development, personal growth, community connection, and the unique camaraderie that exists within the firehouse.

One of the video’s central messages was that there is a place for everyone to contribute. Viewers learned that supporting the fire department isn’t limited to firefighting; a wide range of volunteer roles help keep the organization operating and serving the community effectively.

The result was a compelling and emotionally engaging piece that reinforced the campaign’s recruitment message while giving prospective volunteers a genuine look at the culture, values, and opportunities available at Lower Swatara Fire Department. By focusing on purpose, belonging, and service, the video invited viewers to see themselves as part of something larger than themselves—and ultimately encouraged them to answer the call.

Building a Recruitment Landing Page

To support the campaign, we designed and developed a dedicated recruitment landing page that clearly outlined volunteer opportunities, eligibility requirements, training information, and the steps needed to get involved.

The page was structured to answer common questions, reduce barriers to entry, and help prospective volunteers identify a role that matched their interests and availability.

Volunteer opportunities highlighted on the page included:

• Volunteer Firefighters
• Junior Firefighters
• Fire Police
• Administrative Staff
• General Members
• Live-In Firefighter Program

The goal was simple: make it easy for interested individuals to learn more and take the next step.

Community Outreach Materials

To extend the campaign beyond digital channels, we developed a collection of recruitment and event materials, including mailed postcards and informational handouts.

These pieces were used to promote a community open house and recruitment event hosted at the fire station, helping introduce residents to volunteer opportunities and connect them directly with department members.

Social Media Recruitment Campaign

Following the launch of the recruitment brand and landing page, we created a social media campaign focused on educating, inspiring, and recruiting prospective volunteers. Utilizing video and still imagery, we launched and maintained a campaign for TikTok, Instagram, and Facebook with content including:

• Volunteer role spotlights
• Myth-busting posts
• “Choose Your Role” graphics
• Junior Firefighter recruitment content
• Fire Police recruitment content
• Volunteer testimonials and interviews
• Holiday-themed community engagement posts
• Informational videos explaining the volunteer experience and application process

The campaign was intentionally designed to meet younger audiences where they spend their time online while highlighting the flexibility, purpose, and community found within the volunteer fire service.

Results

By focusing every dollar and every piece of content on the local community, within a 15-mile radius of the station, the campaign generated results for a hyper-targeted area. Engagement didn’t just grow; it more than doubled, driven by people who actually live and work near the department.

Most importantly, the campaign helped tell the story of the people behind the department and communicate that there is a place for everyone to serve.

A Meaningful Partnership

Working alongside Lower Swatara Fire Department was a privilege. Their commitment to protecting and serving their community is evident in everything they do, and we were grateful for the opportunity to support their recruitment efforts.

Volunteer fire departments play an essential role in communities across Pennsylvania and throughout the United States. If our work with Lower Swatara Fire Department accomplished anything, we hope it helped more people see that volunteering isn’t simply about fighting fires. It’s about purpose, belonging, service, and making a difference.

And for those willing to answer the call, there is always room for one more.