North Dakota Firefighter’s Association
Comprehensive Recruitment and Retention Campaign
North Dakota Firefighter’s Association
The North Dakota Firefighters Association (NDFA) faced a critical challenge: with 98% of the state’s firefighters serving as volunteers, many nearing retirement or experiencing burnout, local departments were struggling to maintain staffing levels necessary to meet OSHA safety standards. The primary goal of this campaign was to increase the number of volunteer firefighters across the state by creating a compelling, modern recruitment initiative that would appeal to younger generations—especially millennials—and help departments retain the volunteers they already had.
In partnership with the NDFA, our team at KAT developed a statewide Recruitment and Retention Campaign to address North Dakota’s growing firefighter shortage. Launched in response to declining volunteer numbers and increasing demands on local fire departments, the campaign aimed to raise awareness, inspire action, and provide local departments with tangible tools to support recruitment efforts. With a strategic focus on modern messaging and local engagement, this multi-year effort was both timely and essential.
We created a comprehensive suite of recruitment materials designed for flexible use by local fire chiefs and community leaders. These included print and digital assets tailored for placement in community centers, local businesses, and social spaces frequented by young adults. Messaging focused on the value of service, community pride, and the real-life impact of becoming a volunteer firefighter. To measure campaign success and maintain momentum, regular phone outreach was conducted to fire stations across the state to track new volunteer numbers throughout the four-year campaign.
The campaign generated significant, measurable impact. Over the course of four years, more than 3,000 individuals stepped up to become volunteer firefighters in North Dakota—helping departments meet safety standards, save lives, and rebuild their ranks. By modernizing the message and equipping departments with ready-to-use materials, the campaign strengthened communities statewide and revitalized interest in volunteer service.
