Transforming volunteer recruitment

Its founder, Simona Ilincariu, describes the early days as “literally me trying to find out the vision and everything,” juggling service delivery, marketing and administration alone. Like many early-stage social enterprises, growth was constrained not by ambition, but by capacity.

The turning point came when Simona discovered Reach through a peer in the School of Social Entrepreneurs. Initially hesitant, she recalls: “I don’t think anyone will come… but you know, it’s good to try.” At the time, she felt overwhelmed and lacked the time even to define a volunteer role. “I didn’t have a moment in my calendar… to actually sit down and look at how this works,” she said. However, once she made that space, the results were immediate.

“Probably less than a couple of weeks” after posting her first role, an experienced marketing professional applied. This volunteer, newly arrived in the UK, was looking to build local experience. What followed was transformative. “She just looked at everything… and said, ‘I’m going to do your website, I’m going to do a strategy, I’m going to do the brand book for you.’”

This initial success created a ripple effect. More volunteers joined, forming a small but effective communications team. With structured guidance - “an agenda, calendar of who to post, when to post” - Abuelita’s Wellbeing established a consistent and professional online presence. Simona notes that this support was critical: “All my marketing was done by them… things that I wouldn’t have been able to do myself.”

The impact extended beyond communications. With increased visibility and confidence, the organisation expanded to a second location – something Simona believes would not have been possible otherwise. “Probably I wouldn’t have had the second location without them… that was life-changing completely.”

Reach also enabled access to highly skilled volunteers. “The majority… are not based in London,” Simona explains, yet remote collaboration proved highly effective. “I’ve learned so much from them… they have access to my card details to do Google ads… I trust them so much.” This trust was built on shared values: “So kindred spirit, so aligned with mission.”

Importantly, the experience benefited volunteers as well. Two secured employment shortly after their placement. “I gave them a good reference because they were doing a fantastic job,” Simona says, noting that the experience helped volunteers refine their career direction and succeed in interviews.

Today, Abuelita’s Wellbeing continues to recruit through Reach, expanding into roles such as fundraising and partnerships. Reflecting on her journey, Simona offers clear advice: “Start yesterday… even though you don’t have the time!” She emphasises the importance of openness: “Be humble, leave the ego aside… they have more expertise than you in certain areas.”