The statistics are grim. The number of men and women signing up to volunteer for Emergency Services is declining at an alarming rate. Not only are the new recruit numbers dwindling, those that already belong are not staying.

Is it a social issue? Are the younger members of society simply not stimulated to respond to civic responsibility? Is today's fire service not exciting enough or is there too much competition for their time....

Remember when you were a kid, and one of the most exciting things in your day was when the firetruck went by, lights flashing and siren screaming, filled with firefighters in full regalia? All my friends and I thought that was the coolest thing EVER, and we all thought that must be the best job in the whole world. I also remember being visited in grammar school by the Albany Fire Department. They were there to demonstrate the stop, drop and roll. Ok, we might have missed the message because the novelty of being allowed to roll around on the floor during school hours without getting whacked by a nun was simply too enticing....but we all remembered the visit. Did anyone in my grade ever actually sign up to be a firefighter? Yes, actually, two of them are now career firefighters in the Upstate NY area. Was that career path instigated by that visit so many years before ? Maybe, maybe not, but folks, we've got to start appealing to a younger crowd if we want to increase membership. Stop, drop and roll isn't going to do it anymore.

So many young adults have a variety of interests outside of school, and many of these same kids are what I refer to as "program kids" meaning that their free time outside of mandated class time is jam-packed with activities from early morning to late night, leaving little time for homework or strictly social activities, never mind volunteering for their local emergency service organization. Student government, music programs, athletic programs (including travel teams), academic clubs, employment and family activities occupy any remaining waking hours outside of school. Many of these same activities extend into the early summer and/or begin again in the middle of August.

So what is an effective message and how do we blast through all the noise already occupying the minds of these kids? A friend of mine from Erie County brought my attention to the efforts of the Pennsylvania EMS Community, and for more info on that topic, go to www.rollwithit.com . For further enlightenment, go to my friend's blog on his firefighternation.com profile --Tiger5. This guy is a clearing house for unique, fresh and exciting marketing ideas, and his dedication, passion and enthusiasm should serve as a benchmark for all line officers.

Maybe former attempts at recruitment marketing were clumsy or antiquated, but that’s not to say that a concerted, cohesive and CURRENT for the times marketing plan wouldn’t work .

I keep thinking that there HAS to be a better way…..it’s terrifying how many folks out there in the community are completely clueless that not only are the men and women responding to neighborhood emergencies volunteers, but that they are desperate for the community’s continued support.

Ok, one more time with feeling....go check out www.rollwithit.com .

This is everything the fire service should be using to attract new volunteers; it’s hip, it’s sexy, it’s fast-paced and it hits the hot button. It’s not just the recruitment video; you also have an outline of certification requirements, a job search area for paid and volunteer opportunities, and a personal stories section.

We all have to start working smarter AND harder...or we'll be walking the same path as the dinosaurs.