Ash Shepherd: Using Social Media to Recruit, Retain, and Recognize Volunteers


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Ash Shepherd, Project Strategist, NPower Northwest

Working with volunteers has always been about engagement and relationships. So what’s new? The potential to connect, build and maintain those relationships through real-time digital channels. Join us as we explore some of the creative and effective ways nonprofits are using social media to support their work and let volunteers support them.

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Ash Shepherd: Using Social Media to Recruit, Retain, and Recognize Volunteers

  1. 1. Recruit, Retain & Recognize Volunteers<br />Social Media for Nonprofits Conference | Seattle<br />October 14, 2011<br />
  2. 2. Road Map<br />The REAL Focus<br />Recruit<br />Retain<br />Recognize<br />
  3. 3. Maturity of Social Media Focus<br />Potential for Impact<br />Technology<br />Communication<br />Relationships<br />Organization<br />
  4. 4. Flickr | craigemorsels <br />Maturity of Social Media Focus<br />Real<br />Potential for Impact<br />
  5. 5. Recruit<br />Making Those Connections<br />
  6. 6. Put The Call Out<br />Hit The W’s<br />Skip The Broadcast<br />What<br />Why<br />Where<br />
  7. 7. Put The Call Out<br />The Broadcast<br />Volunteers needed for our conference later this month. <br />What’s Wrong?<br /><ul><li>Statement of fact
  8. 8. Why should I care
  9. 9. What should I do about it if I do</li></li></ul><li>Put The Call Out<br />The Opportunity<br />Have you mastered the art of the Live Tweet? Do you love connecting with other nonprofit folks around social media? Would love to have you join our volunteer team by clicking below<br />What’s Works?<br />What I can offer and what you need<br />Why I would be interested<br />Where the next step is<br />
  10. 10. Real People, Real Stories<br />Tech question from community<br />Use local hashtag (#chs) asking for answers<br />Picked up multiple new volunteers<br />
  11. 11. They Asked Others Received<br />What Worked<br />Interacted with active community<br />Sought out engagement from the start<br />Shared impact publicly<br />
  12. 12. Who You Gonna Call<br />Shotgun vs. Target Approach<br />Know your champions<br />Know your influencers<br />Know your existing volunteers<br />
  13. 13. Put The Call Out<br />Wall Post<br />User Submitted “Calls”<br />Ask Others to Share<br />Mention Partners<br />Create Event<br />Tweet<br />Use #Hashtags<br />Update<br />Group Post<br />Event<br />
  14. 14. The Secret Mission<br />Some Groups Using This Very Well<br />
  15. 15. Building Your Team<br />Key Elements<br /><ul><li>Personal Connections
  16. 16. Keep “A Secret”
  17. 17. Initial Ideas
  18. 18. Open engagement in group</li></li></ul><li>Establish Community Ownership<br />Group Activities<br /><ul><li>Refine Ideas
  19. 19. Develop “Fodder”
  20. 20. Coordinate Efforts
  21. 21. Build Suspense</li></li></ul><li>Unleash The Power<br />Coordinate the Timing<br />All At Once OR Same time across time zones<br />Results<br />Creates The Buzz<br />Trending Topics<br />Immediately See Impact<br />
  22. 22. The Real “Secret”<br />“Communications tools don’t get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen”<br />~Clay Shirky~<br />
  23. 23. Power In The Relationships<br />Sophistication in connecting with people<br />Not always in the technology<br />If I “Like” this what will that mean? <br />
  24. 24. Joining Up<br />People volunteer because…<br />They share common values & interests<br />They trust you<br />They feel valued/appreciated<br />
  25. 25. Taking The Pass<br />Not because…<br />You are “Wicked Awesome” with new features<br />You are on every platform<br />You have a lot of “friends”<br />
  26. 26. Notice the trends<br />= It was about them<br />= It was about you<br />
  27. 27. Retain<br />Keeping It Fresh<br />
  28. 28. Share The Impact<br />
  29. 29. Give Credit<br />
  30. 30. Continue The Engagement<br />Keep Providing Engagement Opportunities<br /><ul><li>Maintain momentum
  31. 31. Need for engagement
  32. 32. Sustain community</li></ul>Performing<br />Norming<br />Storming<br />Forming<br />
  33. 33. Formally Adjourn When Appropriate<br />May be appropriate to adjourn<br /><ul><li>Recognize accomplishments
  34. 34. Intentional lull
  35. 35. When to reconnect</li></ul>Performing<br />Norming<br />Storming<br />Adjourning<br />Forming<br />
  36. 36. Recognize<br />Sharing The Love<br />
  37. 37. Pay That Social Currency<br />No, not how to get rich with social media…<br />
  38. 38. Pay That Social Currency<br />How to recognize in ways that matter<br />You<br />
  39. 39. Pay That Social Currency<br />Post Photos<br />Post Videos<br />Call To Tag Photos<br />Sponsored Story<br />Link To Blog Post<br />Share Photos During<br />Direct Message<br />Mention<br />Add To List<br />Link To Blog Post<br />
  40. 40. Pay That Social Currency<br />+K Rating in Klout<br />Ask Them to List their volunteer experience with you<br />
  41. 41. Pay That Social Currency<br />Listen & Respond<br />Do your volunteers blog?<br />Do they post about your org?<br />Do you respond?<br />
  42. 42. Remember To Go Offline<br />SocialMedia<br />Flickr | Learning Leaders NYC<br />
  43. 43. Take Aways<br />Relationships are the focus <br />Sophistication in people over tools<br />It’s not about you, it’s about the needs<br />Only part of the relationship process<br />
  44. 44. Thank You<br />Ash Shepherd<br />Project Strategist<br /><br />Twitter: @NPTech_Ash<br />NPower Northwest<br />Website:<br />Facebook:<br />Twitter: @npowernw<br />