Engage, Inform, Recruit: How to Use Social Media for Volunteer Growth

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How to engage, inform, and recruit your non-profit volunteers and supporters by using social media channels, including Facebook, Twitter, LinkedIn and Pinterest. This is a presentation I gave at the United Way of North Central Massachusetts Community Builders breakfast in November 2012.

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Engage, Inform, Recruit: How to Use Social Media for Volunteer Growth

  1. 1. Engage, Inform, Recruit:How to Use Social Media for Volunteer GrowthAzure Collier• United Way Social Media Volunteer• Social Media Education Specialist at Constant Contact• Twitter: @azurecollier• Email: acollier@constantcontact.com © 2012
  2. 2. Agenda • Why Use Social Media? • Social Media Channels • Facebook • Twitter • LinkedIn • Pinterest • Content • What Do I Do Next?2 @azurecollier © 2012
  3. 3. Why Use Social Media? @azurecollier © 2012
  4. 4. Nonprofits and Social Media of nonprofits have at least one social media profile4 @azurecollier © 2012
  5. 5. How Do Nonprofits Use Social? 2012 Social Media Marketing Goals Grow our base 76% Engage members more 74% Grow fundraising 54%5 @azurecollier © 2012
  6. 6. All Generations Are Social 65+ While the youngest 12% generations are still 18-29 significantly more likely 50-64 39% to use social network 21% sites, the fastest growth has come from internet users 74 and older. 30-49 Pew Center for Internet and 28% American Life6 @azurecollier © 2012
  7. 7. They Love to Give Back • In the last 12 months, Generations X and Y • 80% donated funds or goods/services • 70% educated peers on a cause • 68% volunteered7 @azurecollier © 2012
  8. 8. And They Tell Their Friends Nonprofits believe that nearly ¾ of their supporters are likely to recommend their organization to a friend.8 @azurecollier © 2012
  9. 9. Social Media Channels @azurecollier © 2012
  10. 10. Why Create a Page?901,000,000active users526,000,000daily users93%nonprofits use Facebook10 @azurecollier © 2012
  11. 11. Tips for Your Page• Post relevant content: comments, photos, videos• Make settings public so your supporters and prospective volunteers can find you• Tag volunteers and other agencies• Post regularly, but not too much11 @azurecollier © 2012
  12. 12. Anatomy of a Facebook Page • Cover photo • Profile photo • About • Likes • Tabs • Timeline12 @azurecollier © 2012
  13. 13. Should I be Using Twitter?300,000,000active users72%nonprofits on Twitter13 @azurecollier © 2012
  14. 14. Tips for Using Twitter• Share links to interesting content & ask for feedback• Use your followers & other agencies’ Twitter handles in your tweets• Send direct messages (DMs)• Retweet content from people you are following14 @azurecollier © 2012
  15. 15. Anatomy of a Twitter Page • Profile photo • About • Stats • Tweets • Photos15 @azurecollier © 2012
  16. 16. Should I be Using LinkedIn? 187,000,000 Registered users 33% | 52% Nonprofits and Associations using LinkedIn16 @azurecollier © 2012
  17. 17. Tips for Using LinkedIn• Manage your professional contacts and relationships• Find individuals you know in a professional capacity• Participate in discussions; recruit volunteers, attendees to your events• Invite people to connect with your social media profiles, join your mailing list17 @azurecollier © 2012
  18. 18. Anatomy of a LinkedIn Page • Logo • Cover photo • Updates • About • Services18 @azurecollier © 2012
  19. 19. Should I be Using Pinterest?10,400,000active users16:40is the average time spent on Pinterest19 @azurecollier © 2012
  20. 20. Tips for Using Pinterest• Pin your content & link to your website• Pin others’ content• Share interesting images related to your organization• Ask people to share your pins20 @azurecollier © 2012
  21. 21. Anatomy of a Pinterest Page • Logo • About • Activity • Stats • Boards & pins21 @azurecollier © 2012
  22. 22. Content: Engage, Inform, Recruit @azurecollier © 2012
  23. 23. What Do I Post? Think About a First Date • Don’t talk about yourself all the time • Ask questions • Show interest in their interests • Before you post: What can I do to encourage them to share their opinions?23 @azurecollier © 2012
  24. 24. Engaging Content • Multimedia24 @azurecollier © 2012
  25. 25. Engaging Content • Multimedia • Inspirational25 @azurecollier © 2012
  26. 26. Engaging Content • Multimedia • Inspirational • Ask a Question/Poll26 @azurecollier © 2012
  27. 27. Engaging Content • Multimedia • Inspirational • Ask a Question/Poll • Humor/just for fun27 @azurecollier © 2012
  28. 28. Inform Your Supporters • News28 @azurecollier © 2012
  29. 29. Inform Your Supporters • News • Education29 @azurecollier © 2012
  30. 30. Inform Your Supporters • News • Education • Events30 @azurecollier © 2012
  31. 31. Inform Your Supporters • News • Education • Events • Industry31 @azurecollier © 2012
  32. 32. Recruit New Volunteers • Links to opportunities32 @azurecollier © 2012
  33. 33. Recruit New Volunteers • Links to opportunities • Share news coverage33 @azurecollier © 2012
  34. 34. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers34 @azurecollier © 2012
  35. 35. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia35 @azurecollier © 2012
  36. 36. Recruit New Volunteers • Links to opportunities • Share news coverage • Thank your volunteers • Create and share multimedia36 @azurecollier © 2012
  37. 37. Have You Thought About … • Pinning on Pinterest • Using statistics • Creating volunteer profiles • Asking/answering LinkedIn questions37 @azurecollier © 2012
  38. 38. Maximum Exposure: Use All Your Channels Email Newsletter38 @azurecollier © 2012
  39. 39. Maximum Exposure: Use All Your Channels Blog Twitter Facebook39 @azurecollier © 2012
  40. 40. What Do I Do Next? @azurecollier © 2012
  41. 41. Claim Your Territory, Tell The Masses • Create your profiles • Website • Link to all your channels … on all your channels • Business card • Email signature • Send an email41 @azurecollier © 2012
  42. 42. Plan Your Content42 @azurecollier © 2012
  43. 43. Monitor and Respond ASAP • Answer questions • Thank fans/followers for comments or shares • Participate in conversations43 @azurecollier © 2012
  44. 44. What Should I Monitor? your similar nonprofit nonprofits categories, experts + topics, influencers keywords44 @azurecollier © 2012
  45. 45. Tools to Manage + MonitorTweetDeck and HootSuite45 @azurecollier © 2012
  46. 46. Tools to Manage + MonitorNutshellMail track your insights reply from your inbox read fan comments46 @azurecollier © 2012
  47. 47. Tools to Manage + MonitorGoogle Alerts47 @azurecollier © 2012
  48. 48. Questions? @azurecollier © 2012

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