Recruit, Retain, Recognize: Using Social Media to Manage Volunteers


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This presentation was given at the 2011 Volunteer Administrators Network Conference by NPower NW Community Engagement Coordinator Mandi Moshay.

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  • NPower Northwest is where savvy nonprofits turn for technology. At NPower, we’re guided by the belief that technology can transform the nonprofit sector and play a pivotal role in creating greater good.  Mention service streams
  • Highlight aspects of NPower’s Social Media usageOutline main points of Volunteer ProgramApproaching presentation as a power user and trend-spotter - Might not have all the answers - Struggle with the same things you all do…finding time, figuring out how to measure results, etc
  • What are the reasons that you should be using it?
  • Busy doesn’t = effective
  • The framework for all communications should be laid out in your org’s communications strategic plan - Broken out by platform - Below that, specific strategies can be broken out by channelWebsite it placed where it is for a reason - Web remains the cornerstone of online communication - Get your website in order before embarking on other aspects of online commWeb is where all the action happens - Donations, volunteer sign-up
  • If you are here with someone else from your org, feel free to discussHave a few people share – any hang-ups, any ah-ha moments?Didn’t know the goals? Problem could be: - Organizational - org not established them - Leadership - established but not shared broadly - Individual - you don’t pay enough attention in staff meetings
  • Make sure your goals are down to a granular levelSpecific - Too broad and the definition of success might be different for you versus your EDMeasurable - Saying something like “develop credibility” or “show benefit” is too vague and abstractAchievable - Start small – don’t attempt to grow to 500 Twitter followers in a monthRelevant - Is a goal to increase “likes” on Facebook really going to get you what you want? Should the goal focus on volunteer recruitment or retention instead? Remember it is just a tool!Timely - Set a timeline for everything so you know when to evaluate your success and course-correct if necessary
  • Pay attention to the posts that get the most reactions and analyze what it is that is so engagingKeep track of upticks in recruitment to determine if a specific post or call to action encouraged volunteerismReview progress against goals set, evaluate ways to improve, set new goals
  • As of early 2011, 92% of NPs using commercial social networksFacebook and LinkedIn experienced growth of over 160% in the last yearUse is driven by mobile phones – 56% of frequent social network users have smartphones
  • According to a recent report by NTEN, 9 out of 10 nonprofits use Facebook42% of Americans using it
  • According to NTEN 57% of NPs using itOnly 8% of Americans use itTweets follow the pattern of the distribution of wealth in America (there’s a few people who have a whole lot of the shares) - 22% of users account for 90% of activityIt’s the cocktail party of the social networking sites - Profiles typically public - Often followed by people you don’t know - Many use it for news
  • How does this room stack up – people on Facebook? Twitter?Did any of those statistics surprise you? Questions? Comments?
  • Going to talk about what orgs are doing, what’s workingIntended to display what’s possible and best practicesTakes time to build up so don’t get overwhelmed
  • Based on your goals and strategies, determine which tools make the most sense for your orgPromote your Facebook page in your eNews, promote your blog on FacebookRemain within the boundaries of your strategic communications plan and re-visit your goals oftenPost things that are interactive and engaging – don’t just yammer about yourself - Listen to others to determine what people want to talk about - Engage in conversations - Celebrate your peers - Be consistent - Don’t be “that friend” that only calls when they need something
  • It’s about building relationships - Approach followers like new friends
  • Does anyone in the room not have a personal profile?Does anyone’s org not have a profile?Pages act like profiles, so when updates are made (status updates, new photos, comments) it pushes into your followers newsfeedsGet engaged in the FB community by friending your partner organizationsEncourage supporters to follow via eNews, on your website, on a blog, in your direct mailPotential to use Facebook ads – relatively inexpensive
  • Self-reported ease of volunteer recruitmentFans engaged in the page - Almost all posts get a like or a comment The diversity of volunteer and engagement opportunities posted means there’s something for everyonePhotos from events show how much fun they have
  • One big day of service projects throughout the cityRecruiting over 1,200 volunteersPromoted ahead of time via FB/TwitterExemplified cross-channel approach - Promoted in eNews, told FB followers to follow the action live on TwitterVolunteers felt ownership over the story of the day - Posted photos/video and tagged the organization - Shows potential volunteers how exactly what it is like to get involved
  • Many people use it just to listen and get newsMost profiles are public, so it is much more open - Acceptable in Twitter culture to follow/be followed/converse with people you don’t knowSearch function recently upgraded RT (re-tweet) relevant tweets to build relationships Use # (hashtag) to search relevant topics/aggregate tags surrounding an event or topic
  • Take the time to utilize Twitter’s search function to find people that are posting about foot-related things
  • Had someone posted at HQ to follow and RT and thank in real timeAllowed the community to take ownership of the day by sharing their stories
  • Groups make it easy to start and facilitate discussions Great for high-level volunteers - Can create a private group for board to have offline discussions and share resources - Can be used to screen skilled volunteers by reviewing resumes, experience, recommendationsRecognize volunteers with something priceless like a recommendation - Will become increasingly valuable as more people apply with LinkedIn
  • Mission to increase awareness of autism spectrum disorders; and advocating for the needs of individuals with autism and their familiesLinkedIn page has lively discussion groups that is part resource sharing, part support groupActing as “virtual volunteers” to get involved in discussion and awareness-buildingEngaging and supportive community for members, likely to feel closely connected to the org for facilitating this dialog
  • Lots of people nervous about going into new experience - Video can show them exactly what to expect and help manage expectationsCan be made inexpensively with a flipcam and free editing tools from MicrosoftPotential to create orientation videos and/or trainings for volunteers that require it(Webinar tools and Skype would be good for the same purpose)
  • Nonprofit movie theaterVolunteers run concessions - Video gives step by step instructions on what they would need to know before starting - Alleviates anxiety about not knowing how to be effective in a new situation
  • Typealyzer allows you to put in a URL and it analyzes the copy based on the 16 Meyers-Briggs personality types - Allows you to determine what tone you’re putting out there - Should be engaging, energetic, inviting
  • Their mission is to promote volunteerismProfiled Amy as volunteer coordinator for Noise for the NeedyRecognized her in the community as an outstanding volunteer
  • Handled in a human wayImmediate response, no denial
  • Dogfish head made donation, followers, grew, national attentionHow to handle it: - Human - Immediate - Determine who will be contacted when something goes wrong
  • ReelGrrls empowers young women from diverse communities to realize their power, talent and influence through media productionPosted tweet critical of Comcast Funders from Comcast saw tweet and threated to pull $18K in funding for summer programAfter negative media attn Comcast backed down, but Reel Grrls turned down funding and raised the $ from the community of supporters that rallied around themRaised over $22K from 600 donors
  • Also saw significant jump in followersHow to handle it: - Talk early on about subjects that are off-limits - Determine what would upset leadership/donors/volunteers if they saw it on your page - Map out a media response plan for people that praise/criticize you
  • In March, asked people to try and eat on just $7/day – the average amount of food stamp benefits for Washington adultsLots of great buzz, blogs, tweeting, media coverageSome were upset to read complaints about going without a latte, chocolate, and inability to buy organic
  • UWKC invited Larissa to write a blog post about her experiencesThey paid attention to criticisms and responded, opening up a dialog around the issueHow to handle it: - Allow people to express their opinions…social media is about the community, not about you - Listen and tell people what you will do with the info - UWKC let followers know they’d discuss issues in a staff meeting - Respond with the organization’s position - Adjust the program if necessaryNo one wants criticism, but the conversations might be happening out there without you knowing it - Having a presence allows the conversation to be moderated
  • HootSuite/TweetDeck - SM dashboards - Allows you to load several networks into one interface for monitoring and posting - Built-in URL shortener - Analytics on shares and RTs - Free version, but paid subsciption allows you to have multiple team members and get advance analyticsSocial Mention - SM search engine that searches user-generated content across several SM platforms and aggregates them into a single stream - Learn what people are saying about your org, events, sector, etcRadian 6/ScoutLab - $$ - Social media monitoring with advanced statistics - Features like “automated sentiment” that measures tone of tweets relating to you - Identifies influential voices in your network and what topics are buzzingTwitalyzer - Free Twitter analytics provide metrics for impact and engagement - Can help you see top users and topics
  • Aggregate streamsSchedule postsBuilt-in URL shortenerDashboard to watch your stream, mentions, RTs
  • Recruit, Retain, Recognize: Using Social Media to Manage Volunteers

    1. 1. Recruit, Retain, Recognize:Using social media to manage volunteersJune 22, 2011<br />
    2. 2. NPower Northwest<br />Vision <br />A thriving community with high performing nonprofits.<br />Mission<br />To strengthen the nonprofit sector by catalyzing innovation and driving adoption of technology solutions.<br />
    3. 3. Who am I?<br />Community Engagement Coordinator @ NPower NW<br />Late adopter of social media<br />Sponge for “social”<br />
    4. 4. What we’ll cover today<br />Social media: what and why<br />Goals and strategies<br />Statistics <br />Effective use<br />Case studies<br />What to watch out for<br />Tools to make it easier<br />Q&A<br />
    5. 5. This PowerPoint deck…<br />Will be made available on our Facebook page later today<br />
    6. 6. What is social media?<br />Working definition:<br />Online communications channels that facilitate interaction and media distribution between people. Allows participation, engagement, and feedback in real time.<br />
    7. 7. Who are you?<br />Personal user of social media?<br />Organization using social media?<br />Responsible for social media?<br />Do you even like social media?<br />
    8. 8. What’s the big deal?<br />Where people spend their time<br />Growing<br />Free (sorta)<br />Add human voice<br />Engagement<br />Drive web traffic<br />Leverage networks<br />Listen<br />Volunteer management<br />
    9. 9. Goals and Strategy<br />
    10. 10. Setting your goals<br />“Look before you tweet”<br />Goal-setting informs tool/content<br />70% of strategy should be done<br />
    11. 11. Busy ≠ Effective<br />
    12. 12. Layers of strategy<br />
    13. 13. Goals and strategies Activity<br />What are your goals* for your organization’s communications?<br />Three overall communications goals<br />Three online communication goals<br />*If you are unsure of your organization’s official goals, just use what you think is most appropriate<br />10 minutes<br />
    14. 14. About your goals…<br />Are they SMART?<br />
    15. 15. Measure, analyze, track results <br />Review stats <br />Facebook: Insights, comments, likes<br />Twitter: Click-throughs, RTs, tweets with your #<br />Blog: Shares and clicks<br />YouTube: Views, likes, shares<br />Third party tools<br />Note what is resonating <br />Track upticks in recruitment<br />
    16. 16. The Numbers<br />
    17. 17. Overall use<br />Widespread adoption among NPs<br />Still growing<br />
    18. 18. Facebook<br />Most widely used<br />Demographics:<br />
    19. 19. Twitter<br />Less widely used<br />Skewed heavily toward young adults<br />Demographics:<br />
    20. 20. Other platforms<br />LinkedIn<br />17% of Americans have a profile<br />30% adoption rate among NPs<br />YouTube<br />48 hrsof video uploaded every second<br />47% of NPs have video on site<br />Blogs<br />As of Feb, over 156M blogs online<br />
    21. 21. Guidelines for Effective Use<br />
    22. 22. General guidelines<br />Goals/strategy determine tool<br />Cross-channel<br />Stick to the plan<br />Approach like a friendship<br />
    23. 23. Remember this quote…<br />“There is no such being as nonprofits or companies - there is only a network of people doing work under the same name with the same goals. Social media belongs to real humans doing a very human activity - connecting with one another over shared interests”<br />-Wendy Harman <br />Social Media Director<br />American Red Cross<br />
    24. 24. Facebook<br />Pages for organizations<br />Private pages for board<br />Post events, photos, video<br />Encourage volunteers to post and <br /> tag photos<br />Promote and thank<br />
    25. 25. Case study: NYC Anti-Violence Project<br />Over 2,600 fans<br />Diverse volunteer opportunities<br />Used to recognize and recruit<br />
    26. 26. Case study: Seattle Works Day<br />Recruited over 1,200 volunteers<br />Promoted across channels<br />Real-time updates from org and <br /> volunteers<br />
    27. 27. Twitter<br />Conversation/listening<br />Search and engage<br />Use # <br />RT/tag volunteers/partners<br />
    28. 28. Case study: American Podiatric Medical Association<br />Over 1,300 followers<br />Utilize a targeted approach<br />
    29. 29. Case study: Seattle Works Day…again<br />Set # ahead of time to create buzz<br />Followed participants<br />RTs to recognize and thank in real time<br />
    30. 30. LinkedIn<br />Many volunteer to network/<br /> resume build<br />Groups appear on member profiles<br />Screen skilled volunteers<br />
    31. 31. Case study: Autism Speaks<br />
    32. 32. YouTube<br />Actual footage of the volunteer <br /> experience<br />Easy to make on the cheap<br />Potential for orientation videos<br />
    33. 33. Case study: Images Cinema<br />Step-by-step training for shift at theater<br />
    34. 34. Blog<br />Storytelling tool<br />Adds human voice<br />Fun tool: Typealyzer<br />Profile volunteers or teams<br />Allow guest posts<br />
    35. 35. Case study: United Way of King County<br />Use blog to profile outstanding volunteers<br />Amy tweeted to her followers/posted on FB<br />
    36. 36. Exercise<br />Write down one thing you are committed to do to move your social media efforts forward within the next week.<br />Share with your neighbor<br />5 minutes<br />
    37. 37. Watch Out For…<br />
    38. 38. Rogue post: American Red Cross<br />
    39. 39. Rogue post: American Red Cross<br />
    40. 40. Rogue post: American Red Cross<br />
    41. 41. Controversial staff posts: Reel Grrls<br />
    42. 42. Controversial staff posts: Reel Grrls<br />
    43. 43. Criticism: United Way Hunger Challenge<br />
    44. 44. Criticism: United Way Hunger Challenge<br />
    45. 45. Tools To Make It Easier<br />
    46. 46. Tools to make it easier<br />Content development<br />Editorial calendar<br />Mix new/recycled content and guest posts<br />Google Alerts<br />RSS aggregator (my fave is Google Reader)<br />Management<br />HootSuite/TweetDeck<br /><ul><li>Monitoring</li></ul>Social Mention<br />Radian6/ScoutLab<br />Twitalyzer<br />
    47. 47. HootSuite – I  you<br />
    48. 48. HootSuite – I  you<br />
    49. 49. Social media resources<br />Social media and #nptech<br />Beth Kanter<br />Mashable<br />NPower <br />NTEN<br />Social Media Club<br />TechSoup<br />NP marketing and communications<br />Claxon Marketing<br />Frogloop<br />Katya’s Nonprofit Marketing Blog<br />Kivi’s Nonprofit Communications Blog<br />MixtapeCommunications<br />
    50. 50. Questions?<br />
    51. 51. Thank you<br />Connect with me:<br />Mandi Moshay<br />Community Engagement Coordinator<br /><br />Twitter:<br />Connect with NPower Northwest:<br />Website/Blog:<br />Facebook:<br />Twitter: @npowernw<br />