Andrew Sears Executive Director Social Networking and Web 2.0: “Open Source” National Service

The Opportunity: “Open Source” National Service Web 2.0 Social Networking & User Contributed Content Wikis, Blogs, Photo Sharing, Video Sharing, etc. Mass Collaboration Open Source/Creative Commons

Web 2.0

Social Networking & User Contributed Content

Wikis, Blogs, Photo Sharing, Video Sharing, etc.

Mass Collaboration

Open Source/Creative Commons

Imagine a world where… … there are hundreds of millions of training articles, videos, podcast and resources freely available on every nonprofit and social change topic … 90% of media is user created and directly reflects the diversity of the world … there are thousands of free college courses available online on every topic of nonprofit management … every person is able to find the area of greatest need in the world where they can serve that matches their skills and interests

… there are hundreds of millions of training articles, videos, podcast and resources freely available on every nonprofit and social change topic

… 90% of media is user created and directly reflects the diversity of the world

… there are thousands of free college courses available online on every topic of nonprofit management

… every person is able to find the area of greatest need in the world where they can serve that matches their skills and interests

The Current World 5 companies control 80% of television People of color make up 34% of the US population, but own 3.15% of television and 7.7% of radio Women make up 51% of the population, but own 5.9% of television Source: http://www.stopbigmedia.com/=minorityvoices

5 companies control 80% of television

People of color make up 34% of the US population, but own 3.15% of television and 7.7% of radio

Women make up 51% of the population, but own 5.9% of television

What Nonprofits are Doing Today: Online Volunteer Recruitment Posting Volunteer Opportunities Online www.volunteermatch.org (~60%) www.idealist.org (~10%) www.craigslist.org (~20%) www.volunteersolutions.org (~10%) www.ivolunteering.org (~5%) Background Checks on Volunteers www.volunteerselectplus.com and many others

Posting Volunteer Opportunities Online

www.volunteermatch.org (~60%)

www.idealist.org (~10%)

www.craigslist.org (~20%)

www.volunteersolutions.org (~10%)

www.ivolunteering.org (~5%)

Background Checks on Volunteers

www.volunteerselectplus.com and many others

What Nonprofits are Doing Today: Social Networking LinkedIn.com (the office) Can be used for Member recruitment and to get introductions to foundations and funders Facebook.com (the suburbs) Can be used to keep in touch with teens and former clients and staff and for online fundraising MySpace.com (the ‘hood) A more high risk environment, but can be used to keep in touch with teens

LinkedIn.com (the office)

Can be used for Member recruitment and to get introductions to foundations and funders

Facebook.com (the suburbs)

Can be used to keep in touch with teens and former clients and staff and for online fundraising

MySpace.com (the ‘hood)

A more high risk environment, but can be used to keep in touch with teens

How Do We Realize that Vision?

What We Need to Do: Creative Commons Provides copyright license to share content as “open source” http://creativecommons.org Common Sharing Agreements Must Attribute, Can Share and Re-edit Noncommercial, Must Attribute, Can Share Recommendation: All CNCS organizations should creative-commons-license content

Provides copyright license to share content as “open source”

http://creativecommons.org

Common Sharing Agreements

Must Attribute, Can Share and Re-edit

Noncommercial, Must Attribute, Can Share

Recommendation: All CNCS organizations should creative-commons-license content

Broadcast Era Communication One to Many Communication We Train You

Telephone Era Communication Two Way, One-to-One Communication We Train You and You Give Us Feedback

Internet Era Communication Member Member Member AmeriCorps Organization 1 Million+ Other Nonprofits 64 Million+ Volunteers Many to Many Communication Everyone Trains Everyone 1 Billion Internet Users

Best Practices Example: TechMission Online Collection of websites to complement our TechMission Corps program UrbanResource.net iVolunteering.org Also use separate faith-based brands funded by private donations ChristianVolunteering.org UrbanMinistry.org

Collection of websites to complement our TechMission Corps program

UrbanResource.net

iVolunteering.org

Also use separate faith-based brands funded by private donations

ChristianVolunteering.org

UrbanMinistry.org

Strengths of TechMission Innovation Founder previously co-founded MIT’s Internet and Telecoms Research Consortium Close to community: Grew out of Black church movement with high percentage of Black/Latino led organizations that we support 65% of our Members have been people of color (45% Black, 13% Latino, 7% Asian) & over half come from low-income backgrounds Two thirds of Black and Latino nonprofit leaders in the USA are in faith-based organizations and 46.5% of Black volunteers are religious volunteers Strong ties with FBO’s: religious volunteers are the largest pool of volunteers (35.1%)

Innovation

Founder previously co-founded MIT’s Internet and Telecoms Research Consortium

Close to community:

Grew out of Black church movement with high percentage of Black/Latino led organizations that we support

65% of our Members have been people of color (45% Black, 13% Latino, 7% Asian) & over half come from low-income backgrounds

Two thirds of Black and Latino nonprofit leaders in the USA are in faith-based organizations and 46.5% of Black volunteers are religious volunteers

Strong ties with FBO’s: religious volunteers are the largest pool of volunteers (35.1%)

Diversity Profile at TechMission

TechMission Online Websites Counterpart to Idealist.org & VolunteerMatch with brands that focus on: Black and Latino Communities Faith-based communities Most visited web portal in the faith-based social services sector Most visited web portal among Black and Latino nonprofit leaders and community organizers

Counterpart to Idealist.org & VolunteerMatch with brands that focus on:

Black and Latino Communities

Faith-based communities

Most visited web portal in the faith-based social services sector

Most visited web portal among Black and Latino nonprofit leaders and community organizers

Exponential Growth Unique Web Visitors (500% growth) 2007: 260,740 2008: 1.3 million 2009: 2-3 million Volunteers Matched (330% growth) 2007: 1,295 2008: 5,981 2009: 7,500+ Volunteers Matched per Volunteer Coordinator 2004: 100 2008: 929 2009: 1,250

Unique Web Visitors (500% growth)

2007: 260,740

2008: 1.3 million

2009: 2-3 million

Volunteers Matched (330% growth)

2007: 1,295

2008: 5,981

2009: 7,500+

Volunteers Matched per Volunteer Coordinator

2004: 100

2008: 929

2009: 1,250

Site Content Site Stats Registered Users: 29,056 Total Pages in English: 62,723 Languages Supported: 42 (computer translated) Pages in Other Languages: 320,000+ Nonprofit Training Resources & Multimedia Videos: 605 Audio Workshops: 1,148 Documents/Wiki Articles: 2,749 Photos: 2,007 Blog Articles: 639 Book Summaries: 2,856

Site Stats

Registered Users: 29,056

Total Pages in English: 62,723

Languages Supported: 42 (computer translated)

Pages in Other Languages: 320,000+

Nonprofit Training Resources & Multimedia

Videos: 605

Audio Workshops: 1,148

Documents/Wiki Articles: 2,749

Photos: 2,007

Blog Articles: 639

Book Summaries: 2,856

Site Content Nonprofit Resources Volunteer Opportunities: 5,007 Volunteer Resumes: 16,733 Organizations: 4,785 Grants: 604 Nonprofit Jobs: 57 Nonprofit Consultants: 58 Nonprofit Events: 106

Nonprofit Resources

Volunteer Opportunities: 5,007

Volunteer Resumes: 16,733

Organizations: 4,785

Grants: 604

Nonprofit Jobs: 57

Nonprofit Consultants: 58

Nonprofit Events: 106

Future Direction Facebook Connect & Facebook Application Large directory of volunteers Nonprofits search volunteer resumes/skills Reverse of current volunteer matching sites Promote open standards

Facebook Connect & Facebook Application

Large directory of volunteers

Nonprofits search volunteer resumes/skills

Reverse of current volunteer matching sites

Promote open standards

How to Get Started Invest in content management system Drupal, Joomla, or WordPress (blogs) Research others at: www. cms matrix.org Alternative for small organizations is a hosted solution like ning.com using your own brand Hire Many More Tech Staff Have Members with a specialized focus on online volunteer recruitment

Invest in content management system

Drupal, Joomla, or WordPress (blogs)

Research others at: www. cms matrix.org

Alternative for small organizations is a hosted solution like ning.com using your own brand

Hire Many More Tech Staff

Have Members with a specialized focus on online volunteer recruitment

Sample Organizational Performance Measures Generate 10,000 pages of new content each year Have 50% of members blogging Serve 2 million unique users with 10,000 new registered users Match 5,000 volunteers through online sources Track using analytics software Google Analytics is free

Generate 10,000 pages of new content each year

Have 50% of members blogging

Serve 2 million unique users with 10,000 new registered users

Match 5,000 volunteers through online sources

Track using analytics software

Google Analytics is free

Business Model Give 90% of content away without registration Each page of content you create generates on average 4 clicks per month Online recruitment ads cost about $.50/click, so each page of content worth $2.00 per month Require free registration for 10% of content Build E-mail list for recruiting members 3% of users register (value = $5 per contact) 10,000 items of content per year generates an additional $240,000 of free web traffic and E-mail list worth $72,000 for recruitment

Give 90% of content away without registration

Each page of content you create generates on average 4 clicks per month

Online recruitment ads cost about $.50/click, so each page of content worth $2.00 per month

Require free registration for 10% of content

Build E-mail list for recruiting members

3% of users register (value = $5 per contact)

10,000 items of content per year generates an additional $240,000 of free web traffic and E-mail list worth $72,000 for recruitment

Need for Open Standards CNCS and Serve.gov should promote the development of open standards for Volunteer Opportunity Feeds Organizational Listing Feeds Refine existing standard by NetworkforGood Create working group that Includes VolunteerMatch, Idealist, TechMission, HandsOnNetwork, UnitedWay, etc. Provide standard to enable these groups to share listings with each other

CNCS and Serve.gov should promote the development of open standards for

Volunteer Opportunity Feeds

Organizational Listing Feeds

Refine existing standard by NetworkforGood

Create working group that Includes VolunteerMatch, Idealist, TechMission, HandsOnNetwork, UnitedWay, etc.

Provide standard to enable these groups to share listings with each other

Summary of Best Practices Use Open Source Content Management System Have all staff and Members using FaceBook and LinkedIn for your organizational mission Creative Commons License at least 90% of content Post thousands of volunteer opportunities online Promote blogging for all members Collect contacts for E-mail lists Use analytics for tracking (Google or other)

Use Open Source Content Management System

Have all staff and Members using FaceBook and LinkedIn for your organizational mission

Creative Commons License at least 90% of content

Post thousands of volunteer opportunities online

Promote blogging for all members

Collect contacts for E-mail lists

Use analytics for tracking (Google or other)

Recommended Reading Wikinomics: How Mass Collaboration Changes Everything By Don Tapscott & Anthony Williams Written for non-techies

Wikinomics: How Mass Collaboration Changes Everything

By Don Tapscott & Anthony Williams

Written for non-techies

For More Information This Presentation http://www.urbanministry.org/nationalserviceweb Visit: www.urbanresource.org , www.ivolunteering.org www.techmission.org Contact Andrew Sears, 617-282-9798 x101 or [email_address]

This Presentation

http://www.urbanministry.org/nationalserviceweb

Visit:

www.urbanresource.org , www.ivolunteering.org

www.techmission.org

Contact

Andrew Sears, 617-282-9798 x101 or [email_address]

Appendix

Why Target Christian Volunteers & Social Service Organizations Religious volunteers are the largest pool of volunteers (35.1%) 46.5% of Black volunteers are religious volunteers Existing sites like VolunteerMatch are not reaching this sector: only 1.8% of listings are faith-based Unique Characteristics of Christian Social Services Common values create increased trust and efficiency If you gain trust, you can mobilize the social capital of resourced Christians to serve low-income communities High volunteer rate of Christians makes volunteering a major asset 80-90% of Christian organizations will focus on national partnerships with Christian organizations Conclusion: Either have targeted marketing or lose most of this sector Who Really Cares , Arthur C. Brooks Volunteering in America, 2008, DoL

Religious volunteers are the largest pool of volunteers (35.1%)

46.5% of Black volunteers are religious volunteers

Existing sites like VolunteerMatch are not reaching this sector: only 1.8% of listings are faith-based

Unique Characteristics of Christian Social Services

Common values create increased trust and efficiency

If you gain trust, you can mobilize the social capital of resourced Christians to serve low-income communities

High volunteer rate of Christians makes volunteering a major asset

80-90% of Christian organizations will focus on national partnerships with Christian organizations

Conclusion: Either have targeted marketing or lose most of this sector

Who Really Cares , Arthur C. Brooks

Volunteering in America, 2008, DoL

TechMission, Faith and Non-Discrimination Our focus is on social services, and we do not discriminate in who we serve Anyone can post on our site We are one of the best channels for secular organization to recruit volunteers from churches Maintain separate brands to target different groups to ensure non-discrimination ChristianVolunteering.org, UrbanMinistry.org (Christian volunteers and orgs) iVolunteering.org, UrbanResource.net (others) By targeting faith-based groups we are able to show higher support of Black and Latino communities in the USA than our secular counterparts

Our focus is on social services, and we do not discriminate in who we serve

Anyone can post on our site

We are one of the best channels for secular organization to recruit volunteers from churches

Maintain separate brands to target different groups to ensure non-discrimination

ChristianVolunteering.org, UrbanMinistry.org (Christian volunteers and orgs)

iVolunteering.org, UrbanResource.net (others)

By targeting faith-based groups we are able to show higher support of Black and Latino communities in the USA than our secular counterparts

TechMission Partners

TechMission Outcomes: Connecting People to the Poor TechMission Online: 1.3 Million Unique Web Visitors iVolunteering.org: 5,981Volunteers TechMission Corps: 40 FTE Interns City Vision College: 137 Student Enrollments $7.3 Million to Organizations

Segregation in People Resources Source: Corporation for National and Community Service & Department of Labor Value of Faith-Based Volunteers In USA = $51.8 billion

Funding Bias: Non-Whites Make up 52.4% of Poverty but Non-White Led Nonprofits only Receive 3% of Funding http://www.slideshare.net/rosettathurman/race-matters-in-nonprofits-promoting-diversity-in-our-profession and http://www.aecf.org/upload/publicationfiles/executive_transition_survey_report2004.pdf