Volunteering and Digital

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David Hunt of Leonard Cheshire delivered a workshop at AVM 2016. The session shared a case study on Leonard Cheshire’s use of Facebook to recruit volunteer drivers, followed by discussion on creative ways to use social media, advertising and targeting to the best effect.

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Volunteering and Digital

  1. 1. Presentation title Slide 1 01/11/2016 16:51 Volunteering and digital Using online advertising to recruit volunteers David Hunt - @d_p_hunt / @LeonardCheshire
  2. 2. Presentation title Slide 2 01/11/2016 16:51 Contents 1.0 Why use online advertising to recruit volunteers? 2.0 Facebook example 3.0 Google ads example 4.0 Whose volunteering campaign is it anyway? 5.0 Discussion in groups
  3. 3. Presentation title Slide 3 01/11/2016 16:51 Why use online advertising to recruit volunteers?
  4. 4. Presentation title Slide 4 01/11/2016 16:51 Why use online advertising?  It’s cheap (sometimes ‘free’)  Facebook advertising campaigns can be set to spend as little as £1/day  Google Grants programme gives you up to $10,000 worth of text ads every month  You can target the people you want to reach  Select the demographics most likely to be interested  It’s measurable  You can generate reports for how many sign-ups you get as a result of your ads
  5. 5. Presentation title Slide 5 01/11/2016 16:51 Facebook example
  6. 6. Presentation title Slide 6 01/11/2016 16:51 Facebook example Aim: recruit volunteer drivers to help with daytrips at our care homes across the UK  Step 1: create a specific signup form  The fewer things you need to ask, the better
  7. 7. Presentation title Slide 7 01/11/2016 16:51
  8. 8. Presentation title Slide 8 01/11/2016 16:51 Facebook example — step 2 Set up the conversion tracker for your confirmation page  Also known as the Facebook pixel  Vital in order to know if people have signed up as a result of your ad
  9. 9. Presentation title Slide 9 01/11/2016 16:51 Facebook example — step 3 Decide on the demographic  ‘Warm’ (people who follow your Facebook page) vs ‘cold’ (people who don’t follow you)  Location, age, gender  Detailed targeting — further demographics, interests or behaviours  Facebook can target by a huge variety of demographics — including the types of cars people have!  Out of interest, we targeted all over 18s separated by:  warm and ‘charitable’ cold  type of vehicle classification
  10. 10. Presentation title Slide 10 01/11/2016 16:51
  11. 11. Presentation title Slide 11 01/11/2016 16:51 Facebook example — step 4 Create the Facebook ad  One approach: put a standard post on your Facebook page, then create an ad from that
  12. 12. Presentation title Slide 12 01/11/2016 16:51 Facebook example — step 5 Monitor and adjust!  Facebook Adverts Manager can tell you which of the groups are engaging with your ads  Liking, commenting, sharing  Following your page  Converting (signing up to be a volunteer driver)  Turn off underperforming groups and increase the budget on those which are engaging  Global results: £10 per conversion  But range within each group is from £3 to £9 per conversion
  13. 13. Presentation title Slide 13 01/11/2016 16:51
  14. 14. Presentation title Slide 14 01/11/2016 16:51 Google ads example
  15. 15. Presentation title Slide 15 01/11/2016 16:51 Google ads example Aim: ongoing campaign to recruit general volunteers at our care homes around the country  Takes advantage of Google Grants programme  Apply at google.co.uk/grants  $10,000 worth of search ads every month (with certain restrictions)  Results: responsible for 25% of volunteer enquiries through our website
  16. 16. Presentation title Slide 16 01/11/2016 16:51
  17. 17. Presentation title Slide 17 01/11/2016 16:51
  18. 18. Presentation title Slide 18 01/11/2016 16:51
  19. 19. Presentation title Slide 19 01/11/2016 16:51 Whose volunteering campaign is it anyway?
  20. 20. Presentation title Slide 20 01/11/2016 16:51 Discussion in groups
  21. 21. Presentation title Slide 21 01/11/2016 16:51 Discussion in groups  Break into groups of five or six. Facebook  Discuss the different audiences your organisation could target on Facebook.  Are there a number of different demographics you could target?  How would you advertise to each of those demographics differently? Google ads  Does your organisation have a Google Grant? If not, who should you approach in your organisation to get one?  What keywords could you target to attract people searching for volunteer opportunities relevant to your organisation?

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