Building a Movement in Volunteer Firefighter Recruitment
- Tony Felice
- Jul 1, 2025
- 2 min read
Updated: Aug 5, 2025
At the Felice Agency, we do more than create marketing campaigns; we build movements. Nowhere is this more vital than in the fire service, where the need for volunteer firefighters has reached a critical tipping point.
The Challenge of Volunteer Firefighter Recruitment
Across the country, fire departments are struggling to recruit and retain volunteers. Budgets are tight. Expectations are high. Communities are growing, but the number of personnel on the ground isn’t keeping pace. The stakes are high because when a department is short on volunteers, the whole community feels the impact.
That’s where we come in.
Since 2017, we’ve helped over 300 volunteer and combination fire departments rethink what’s possible in recruitment. We’ve worked closely with national and state associations, such as IAFC, VFCA, and NCAFC. Together, we create programs that not only fill boots but also reignite purpose.
What Makes Our Approach Different?
We don’t just market; we listen. We collaborate with you on the heart of your mission and translate it into language your community can feel. Our campaigns are welcoming, compelling, and rooted in the unique identity of your department. Most importantly, we know how to reach the people you’re trying to connect with because we’ve done it time and again.
Whether it’s a brand refresh, a recruitment-centric website, custom videos, targeted digital advertising, or hands-on guidance for each department’s onboarding process, our work has one goal: to turn your mission into a movement.
Proven Results
The results speak for themselves. Departments we’ve partnered with have exceeded recruitment goals year after year. They have strengthened their brands and rekindled connections with the communities they serve.
We know what’s at stake and care deeply about the people behind the badge. This work isn’t just professional for us; it’s personal.
Ready to Recruit with Purpose?
If your department is ready to recruit with purpose and power, we’re ready to stand with you. Learn more about our approach and view our case studies at: Felice Academy: Fire Service Marketing, Recruitment, Retention and Leadership Training.
The Importance of Community Engagement
Engaging with the community is crucial for volunteer recruitment. When departments actively participate in local events, they build trust and visibility. This connection can lead to increased interest in volunteering.
Building a Strong Brand
A strong brand can significantly impact recruitment efforts. It communicates the values and mission of the department.
Key Elements of a Strong Brand
Consistent Messaging: Ensure all communications reflect the department's values.
Visual Identity: Use logos, colors, and designs that resonate with the community.
Community Testimonials: Share stories from current volunteers about their experiences.
Conclusion
In conclusion, the need for volunteer firefighters is more pressing than ever. By leveraging effective marketing strategies and community engagement, departments can attract and retain the volunteers they need.
At the Felice Agency, we are committed to helping fire departments turn their missions into movements. Together, we can ensure that communities are safe and well-served.
