Social networking has emerged as an intriguing tool for nonprofits to raise awareness and money. With more than 500 million people on Facebook alone, social networking offers a cost effective way of reaching potential volunteers and donors. The question becomes how best to use this tool to achieve the mission and purpose of the nonprofit. Most discussion of best practices for nonprofit social networking focus on staff led awareness and fundraising efforts. By its very nature, social networking is about tapping into lots of different groups of people through trusted ambassadors. Volunteers and board members of nonprofits offer this trusted source and potentially serve as the conduit to diverse networks of people. Through this interactive workshop attendees will learn how to empower volunteers and boards with the tools needed to raise money and awareness for the nonprofit. They will learn the value of campaigns, engagements, and measurement. They will see examples of what other volunteers have done for their nonprofit.

1. How Nonprofit
Volunteers Can Use
Social Media
Greg Allbright
CEO
Change For A Dollar, LLC
ChangeDFW.org
@change4adollar
Greg@ChangeDFW.org

2. Objective
• Equip attendees with the
ability to create/
implement/measure a
volunteer focused social
media campaign
• Have fun
• Network
• Give away some cool
stuff

3. Why Am I Here?
• Opened my big mouth in
August 2010
• Created study
• 5 Nonprofits/Volunteers
• Strategy worksheet -
Editorial calendar -
Measures

4. Feedback
• What do you hope to learn -
Top 5
• Focus on strategy/content
• Any specific technique/
technical questions?

5. What Does Volunteer Focused Campaign Mean?
• Volunteer on their own - study
focus
• Group of volunteers
• Nonprofit created for
volunteers

6. Social Media Strategy Worksheet - Overview
• Courtesy of Jay Baer,
Convince and Convert
• What to say/How to say it
• Evaluate/Retool
• Designed for biz, nonprofit
applicable

7. Social Media Strategy Worksheet - What’s Your
Pitch
• Say it succinctly
Steven/APALC - My
• Justify your campaign to Facebook Fan Page will
everyone, quickly engage API in the LGBT
community through articles
and stories that solicit their
• Purpose/Goals reactions, comments, and
personal stories.
• Why 120 characters? Jim/KIPP - Highlighting
Remaining 20? Results. They are already
doing this. Show people this
is a model for how things
are working.

8. Social Media Strategy Worksheet - What’s the
Point?
• Awareness, Sales, Loyalty =
Awareness, Donations,
Volunteers
• Focus on one thing; do it really
well
• Study group; 2 awareness, 2
volunteers, 1 membership

9. Social Media Strategy Worksheet - What’s Your
Relationship with Your Audience
• Nothing to Advocates
• Know your audience
• Have real people as examples
• Pick two; must be adjacent
• Study group; stayed at the
bottom, conservative

10. Social Media Strategy Worksheet - How Does Your
Audience Use Social Media?
• Know each rung of the
ladder; Pick two that are
adjacent
• Where does your audience
fit?
• Study group: Spectators/
Joiners

11. Social Media Strategy Worksheet - What’s Your One
Thing
• Soul, Hook, Energy, Passion of your
campaign
• Volvo = Safety, Apple = Innovation,
Disney = Magic
• Simon = Saturday mornings
• Jim = Technology + Blog

12. Social Media Strategy Worksheet - How Will You Be
Human?
• Its about people, not logos
• Let your personality come
through
• Funny, Passionate,
Controversial, Silly, Casual
• Be who you are and stick to
it.

13. Social Media Strategy Worksheet - Measure
Success?
• Determine BEFORE you
start
• “I will know my efforts have
been successful when
________?”
• Jim - Blog Views
• Steven - Comments
• Simon - Volunteers

14. Social Media Strategy Worksheet - Final Thoughts
• Come back to this regularly
• Same time as measurement
review
• What needs to change/
why?
3 Thoughts and Questions?

15. Social Media Strategy Worksheet - Group Exercise
• Meet each other
• Pick a campaign, fill out the
form, help one of you
• Ten minutes
• Follow Up
• One Example

16. Inform and Engage- Content Creation and
Distribution
• Brainstorm everything you can
think of related to your
campaign
• What is there to talk about?
• Don’t judge, just brainstorm
• 5 ideas from one of the group
strategies

17. Inform, Engage, and Entice - Content Creation and
Distribution
• Do those ideas mesh with your
seven strategy questions?
• If not, can they be changed?
• Filter group example

18. Inform, Engage, and Entice - Group Exercise
• All new people
• Who is holding the strategy
worksheets? One per new
group
• Five to ten minutes
• Brainstorm till you get 20
ideas
• Then whittle them down to
the best five; meet all of
your strategy questions

19. Inform, Engage, and Entice - Editorial Calendar
• Keeps everyone on the same
page
• Weekly/Daily Themes
• Events = Must Do It!
• Engagements = Should Do It
• Issues = Toss Up
• How did study group use it?

20. Inform, Engage, and Entice - Hub and Spoke
Marketing

21. Inform, Engage, and Entice - Hub and Spoke
Marketing
• What brought you here today?
• Facebook Fan Page/Event =
Hub
• Twitter, Facebook, Email,
Linkedin, Youtube
• More inbound links = more
eyeballs seeing your content
• Ask people to share it

22. Campaign Measurement
• Are your three strategy
measurements still valid? KIPP Blog - Measurement
200
• Where is the data coming from?
(Group exercises) 150
• How often? 100
50
0
October November December January
Page Views Unique Views

23. 3 Things I Learned - Keys To Success
• Focus on content
• Keep plugging away;stay
motivated
• Ask for help (share, follow, etc)

24. Wrap It Up!
• Thoughts and questions
• Did we answer our five things
to learn?
• Technical/technique
questions?

25. Its Prize Giveaway Time!
• Facebook/Twitter books
(courtesy of Dallas Givecamp)
• Custom Twitter Page and
Consulting
• Flip Video Camera